时下,美国一些公司和企业热衷于一种具有广阔前景的摧销手段——“运动行销”。很多不景气甚至濒临倒闭的公司,在实行运动行销之后,居然起死回生、枯枝再发,重新树立起了企业的形象。所谓“运动行销”,就是公司企业凭借赞助某项体育运动,在公众中树立起企业的良好形象,从而达到促进产品销售的目的。运动行销是一种“软推销”办法,它巧妙地把产品和公众喜爱的运动不动声色地结合在一起,因而是一种行之有效又具有开拓前景的好方法。“运动行销”始于80年代初。1981年,美孚石油公司最先看出作为主旋律的田径在奥运会中所占的地位,开始对田径运动发生兴趣,并在同年开始赞助美国室外田径锦标赛。稍后,又与美国最高田径机构“美 Nowadays, some companies and enterprises in the United States are keen on a kind of marketing tool with broad prospects - “sports marketing.” Many companies that have been on the verge of collapse have even returned to life after the implementation of sports marketing. They have also re-established their businesses and regained their image. The so-called “sports marketing,” is the company with a sponsor of a sports company in the public to establish a good corporate image, so as to achieve the purpose of promoting product sales. Sports marketing is a “soft sales” approach, which cleverly combines products and public favorite sports so that it is an effective and promising way to open up new prospects. “Sports Marketing” began in the early 1980s. In 1981, Mobil Oil first spotted the track and field as the mainstay of the Olympic Games in the position, began to interest in track and field, and in the same year sponsored the United States Outdoor Track and Field Championships. Later, with the United States the highest track and field agency "the United States