| 我国企业体育营销中的问题与探讨 |
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| 引用本文： | 陈晓明,丁俊武.我国企业体育营销中的问题与探讨[J].安徽师范大学学报(自然科学版),2006,29(2):193-196. |
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| 作者姓名： | 陈晓明 丁俊武 |
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| 作者单位： | 安徽师范大学,体育学院,安徽,芜湖,241000;安徽师范大学,体育学院,安徽,芜湖,241000 |
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| 摘 要： | 现代体育集竞技、健身、休闲娱乐功能于一体,在演变为一种产业的同时,其市场媒体价值日益增强,正逐步成为企业强有力的市场营销手段.世界众多企业正是借助体育展开市场营销,成功地塑造了企业品牌.通过对中国企业体育营销现状的分析,发现其在取得了一定成绩的同时,也暴露出了许多问题,主要表现在:缺乏长期规划;营销手段单一;营销观念错位;对营销的价值认识不足;法律意识欠缺;缺乏正确的竞争观念.为了提高中国广大企业体育营销的理论水平和运作能力,迫切需要对上述问题针对性地加以改进.
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| 关 键 词： | 体育营销 问题与反思 对策与建议 |
| 文章编号： | 1001-2443（2006）02-0193-04 |
| 收稿时间： | 2005-12-08 |
| 修稿时间： | 2005年12月8日 |
On Sport Marketing of Chinese Enterprises |
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| CHEN Xiao-ming,DING Jun-wu.On Sport Marketing of Chinese Enterprises[J].Journal of Anhui Normal University(Natural Science Edition),2006,29(2):193-196. |
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| Authors: | CHEN Xiao-ming DING Jun-wu |
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| Institution: | College of Physical Education, Anhui Normal University, Wuhu 241000 , China |
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| Abstract: | Modern sports have the features of athletics,physical training,leisure and entertainment.Besides the fascinating industry property,sports are transforming into a medium of business and a way of marketing.A lot of well-known enterprises mould their celebrated stature by sport marketing successively.Chinese enterprises fall behind in the practice.In the course of sport marketing,they have acquired some achievements.But at the same time,many critical problems occurred.They are as follows: lacking long-term planning;lacking marketing methods;having a vague notion about marketing;lacking law consciousness;lacking proper concept of competition.In order to improve the theoretical level and practical ability,it's necessary to improve the application of sport marketing. |
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| Keywords: | sport marketing problems and introspections approaches and proposals |
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