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最不商业的就是最商业的——农夫山泉的体育营销策略 被引量:1

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摘要 在刚刚结束的法国世乒赛上,中国队包揽了除男单之外的四枚金牌,再次证明了无论世界各国怎么改规则、改赛制,怎么算计和围追堵截,乒乓大国的地位和国球所代表的国人的精神、魅力,都是可望而不可及的。随着国球一起闪亮赛场,威名远扬的,还有运动员们背后的“农夫山泉”几个大字。农夫山泉的品牌和形象在赞助支持体育事业的同时获得了世人的尊重和提升,内化为品质、敬业、强大、健康的代名词。
作者 陈国泉
出处 《商业文化》 2003年第4期60-62,共3页 Business Culture
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同被引文献38

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