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随着体育产业的大热,体育营销逐渐成为广告营销和事件营销之后,企业的不二选择。体育营销最早出现在1978年的美国《广告时代》里,国内学者汪旭也曾将体育营销定义为两种,其一是以体育作营销基础,通过使体育商品得到消费者的认可,实现其应有的价值;其二是将企业作为营销的主体,企业通过体育的方式销售产品,达到自身对现在以及未来的要求。而在现实的市场化运作中,体育营销主要通过体育赞助、体育代言的方式展开,越
With the hottest sports industry, sports marketing has become the advertising marketing and event marketing, the enterprise choice. Sports marketing first appeared in 1978, the United States, “Advertising Age”, the domestic scholar Wang Xu also defined sports marketing as two, one is based on sports marketing, sports products by consumers recognized, to achieve its Should have the value; The second is to use the enterprise as the main body of marketing, sales of products by way of sports, to meet their own present and future requirements. In the actual market-oriented operation, sports marketing mainly through sports sponsorship, sports endorsement way, the more