一把手重视与否,关系到大型体育营销活动的成败全运会、世界杯、奥运会、NBA, 在各种各样的体育赛事当中, 均能看到中国企业搞事件营销的身影。然而,不同企业参与体育赛事方式不一样,水平也不一样,有的企业只是简单地借助赛事提升知名度,而没有把企业的发展战略、品牌战略、产品战略等有效地和大赛结合起来,达到战 The number one or not, related to the success or failure of large-scale sports marketing The National Games, the World Cup, the Olympic Games, NBA, among a variety of sports events, can see the Chinese companies engage in event marketing figure. However, different enterprises participate in sports events in different ways and at different levels. Some enterprises simply raise their awareness through events instead of effectively combining the company’s development strategy, brand strategy and product strategy with the competition.