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有人说,体育产业的每个毛孔里都充满着黄金。的确,在近年来各种让人眼花缭乱的体育营销活动中,总有一些企业赚了个钵满盆满,借助体育这班车收获了巨大的利润。自然地,2002年的这次全球瞩目、全中国人关心的韩日世界杯赛事,无疑成为国内众企业和商家争夺的最佳体育营销目标,企业看好世界杯纷纷狂掏腰包。当然,世界杯仅仅是体育营销的超级班车,体育营销将在以后的企业发展中越来越被重视,尤其在中国承办2008年奥运会期间。那么,怎样才能顺利搭上体育这班车?我国企业的体育营销理念是否己经成熟?体育营销作为企业营销略和手段的一种,是否己经被熟练运用?为此,庄本期的“营销策略”栏目中,我们特别策划了有关体育营销的一组稿件。
Some say that every pore in the sports industry is filled with gold. Indeed, in recent years a variety of dazzling sports marketing activities, there are always some companies have earned a bowl, with the sport of this car has reaped huge profits. Naturally, in 2002 this world attention, the entire Chinese are concerned about the World Cup in Japan and South Korea will undoubtedly become the best domestic enterprises and businesses compete for the best sports marketing goals, businesses are optimistic about the World Cup have mad pockets. Of course, the World Cup is only a super sports car sports marketing, sports marketing will be more and more attention in the future development of enterprises, especially in China during the 2008 Olympic Games. So, how can we successfully catch the sports car? Our business philosophy of sports marketing has matured? As a marketing strategy and means of marketing, has been proficient use? To this end, Zhuang Ben “marketing Strategy ”column, we specially planned a set of manuscripts on sports marketing.