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体育背后所蕴藏的无限商机成为世界著名大企业关注的焦点,体育营销的观念已经深入全球各大经销商心中,无论传统的产业巨子还是新兴的行业新贵,都开始将品牌管理的思维触角延伸到体育营销的领域。体育营销的目标就是要提升品牌价值,塑造企业品牌的强势地位,从而依靠品牌开拓市场、扩大销售,而这些又恰是企业品牌战略本身的要求。怎样利用体育营销对企业品牌价值提升的作用机制,开展体育营销,提升品牌价值,已成为大多数企业着重考虑的问题。
The unlimited business opportunities hidden behind sports have become the focus of world-renowned large enterprises. The concept of sports marketing has gone deep into the minds of the world’s major distributors. Both traditional industry giants and new-rising industries have begun to extend their brand management thinking to Field of sports marketing. Sports marketing goal is to enhance the brand value, shape the strong position of corporate brand, relying on the brand to open up the market and expand sales, and these are just the requirements of corporate brand strategy itself. How to use the mechanism of sports marketing to enhance the brand value of an enterprise, to carry out sports marketing and enhance brand value has become a problem most enterprises consider.