论文部分内容阅读
从19年前海鸥手表用实物赞助参加洛杉矶奥运会中国代表团,到今天燕京啤酒登陆NBA赛场,科健手机做英超埃弗广告。中国企业对体育广告的热情越来越热烈。体育的统一价值观使之成为打造世界级品牌的必由之路。而2000年的中国奥运会则又给了中国企业打造世界级品牌的绝好机会。但对于这个平台,国内企业还缺乏相应的投资回报评估和市场效应方面的分析系统,而这导致了国内企业在体育营销方面还有点裹足不前。
Seagull watch 19 years ago with the in-kind sponsor to participate in the Chinese delegation to the Losangeles Olympic Games, today Yanjing Beer landing NBA arena, Kejian phone to do the Premiere Eve ad. Chinese companies have become more and more enthusiastic about sports advertisements. The unifying values of sport make it the only way to build a world-class brand. The 2000 Olympic Games in China gave Chinese enterprises an excellent opportunity to build world-class brands. However, for this platform, domestic enterprises also lack the appropriate investment return assessment and market effect analysis system, which led to the domestic enterprises in the sports marketing is still a bit stagnant.