摘要
赞助跟随是指在竞争对手(被跟随企业)采取赞助行为后,作为应对,跟随企业采取的相对应的赞助行为。运用实验法,以体育赞助为具体研究背景,针对跟随企业,研究如何运用赞助跟随策略,以较小的赞助投入获取较大的赞助效果,为后发赞助企业和品牌劣势企业等无法短时间获取稀缺赞助资源的企业提供了赞助实践建议。
Follow-up sponsoring refers to the related sponsorship of the enterprises to compete against the sponsorship of their competitors. Based on the sports events sponsorship and recreational events sponsorship, this paper proposed follow- up strategies for economize on capital and for the latecomers.
出处
《武汉体育学院学报》
CSSCI
北大核心
2018年第2期43-48,共6页
Journal of Wuhan Sports University
基金
国家自然科学基金项目(71502019
71702119)
教育部人文社会科学研究基金一般项目(17YJC630065)
四川省科技计划软科学项目(2017ZR0302)
关键词
体育经济
体育营销
体育赞助
篮球用品
赞助跟随
跟随企业
跟随策略
sports economy
sports marketing
sports sponsorship
basketball goods
follow-up sponsorship
follow-up enterprise
follow-up strategy
