体育赞助整合营销传播策略研究

The Research on Integrated Marketing Communication Strategies for Sports Sponsorship

通过分析基于体育赞助的整合营销传播平台以及整合营销传播组合中的各类工具的运用,结合广告、销售促进、公共关系(宣传)、人员销售、直复营销、口碑营销等整合营销传播,来探索用"同一种声音"传播产品利益、品牌价值和企业形象的途径,为中国体育赞助营销提供借鉴。

By analyzing the integrated marketing communication platform based on sports sponsorship and the use of various tools in the integrated marketing communication mix,and combing advertisings,sales promotion,public relationship (publicity),personnel sales,direct marketing,word-of-mouth marketing,and other common tools of marketing communication,the channels for achieving the purpose of "the one voice" to disseminate product interests,brand value and corporate image were explored.It can provide reference for the sports sponsorship marketing of Chinese.