体育营销是一种“高风险、高回报”的营销手段。企业要参与体育的营销活动,其效应的实现与否存在一定风险。在我国,体育营销进入中国市场的历史并不长,对于国内企业来说,其尚处于初始发展时期,还是一种新兴的营销手段,很多企业对体育 Sports marketing is a “high-risk, high-return” marketing tool. Enterprises to participate in sports marketing activities, the effect of its existence or not there is a certain risk. In our country, the history of sports marketing entering the Chinese market is not long, for the domestic enterprises, it is still in the initial development stage, or an emerging marketing tool, many enterprises to sports