营销是现代企业扩大销售提高市场占有率的必备手段。采用适合企业发展战略的营销策略可以使企业事半功倍。随着营销策略的多样化发展,体育营销也被越来越多的企业所接受,企业已经从采取单一的营销手段走向了整合营销阶段。本文就体育营销分别选取奥运营销、目标市场、结合媒体、营销创新四个层面分析现代企业在运用体育营销的不同侧重点。 Marketing is an indispensable means for modern companies to increase sales and increase market share. Adopting a marketing strategy that suits the development strategy of the company can make the business more effective. With the diversification of marketing strategies, sports marketing has also been accepted by more and more companies. Enterprises have adopted a single marketing approach to the integrated marketing stage. This article analyzes the different aspects of the use of sports marketing by modern enterprises in four aspects: Olympic marketing, target market, media integration, and marketing innovation.