| 中国企业体育营销的现状与对策分析 |
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| 引用本文： | 杜永利.中国企业体育营销的现状与对策分析[J].大庆师范学院学报,2008,28(1):32-35. |
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| 作者姓名： | 杜永利 |
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| 作者单位： | 武汉大学新闻与传播学院,湖北,武汉,430072 |
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| 摘 要： | 2008年北京奥运会的举办为我国的体育营销带来一个广阔的前景。企业成功地实施体育营销的关键因素包括：创造力、整合和持续性。我国企业在体育营销中应该采取的对策是：注意保持体育营销策略的系统化和连续性；使产品附加中国传统和民族文化的特质，显示体育营销的的文化传播特色；用整合营销的观念从事体育营销；企业要量力而行，不要盲目“跟风”。
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| 关 键 词： | 企业 体育营销 营销策略 |
| 文章编号： | 1006-2165（2008）01-0032-04 |
| 收稿时间： | 2007-08-12 |
| 修稿时间： | 2007年8月12日 |
Analysts on the Current Situation of Chinese Enterprises Sports Marketing and Countermeasures |
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| DU Yong-li.Analysts on the Current Situation of Chinese Enterprises Sports Marketing and Countermeasures[J].Journal of Daqing Normal University,2008,28(1):32-35. |
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| Authors: | DU Yong-li |
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| Institution: | DU Yong - li (School of Journalism and Communication, Wuhan University, Wuhan 430072, China) |
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| Abstract: | 2008 Beijing Olympic Games hosting brings a broad prospect for Chinese enterprises sports marcketing.The key factors of successful sports marketing include creativity,integration and consistency.The following countermeasures should be taken in sports marcketing by Chinese enterprises.The enterprises should watch out for the sports marketing in systematization and continuity,should attach to the products the trait of Chinese tradition and culture and show the cultural communication characteristics of sports marketing,should manage sports marketing with the concept of integrated marketing,should act according to their own capacity rather than behave in drift. |
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| Keywords: | enterprise sports marketing marketing strategy |
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