随着2008年北京奥运会的临近,国内企业纷纷斥巨资杀入体育市场,不能不说是中国营销史上的一道奇观。对体育营销的情有独钟,会不会只是一个看上去很美的画饼?体育营销的魅力似乎没有人怀疑,据市场经济专家分析,在一般情况下投入1亿美元,品牌国际知名度提高1%,而赞助奥运,F1这样的赛事,投入1亿美元,知名度可提高3%甚至更多。 With the approaching of the 2008 Beijing Olympic Games, domestic enterprises have poured huge sums of money into the sports market, which can not but be regarded as a spectacle in the marketing history of China. Is there any preference for sport marketing that would make a beautifully painted pie? Sports charms seem to have no suspicion. According to market economy experts, in the general case, they have invested 100 million U.S. dollars and their international brand recognition has risen by 1 %, While the sponsorship of the Olympic, F1 such events, invested 100 million US dollars, visibility can be increased by 3% or more.