| 奥运体育广告营销特点对我国体育广告发展的影响 |
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| 引用本文： | 刘晟.奥运体育广告营销特点对我国体育广告发展的影响[J].成都体育学院学报,2010,36(3). |
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| 作者姓名： | 刘晟 |
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| 作者单位： | 成都理工大学体育部,四川,成都,610000 |
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| 摘 要： | 通过文献资料、对比分析等研究方法,对奥运体育广告及我国体育广告现状进行分析,指出奥运广告具有意境符号化及情感化的特点.结合奥运广告成功营销的经验分析目前我国体育广告存在的问题:缺少品牌及市场建设,运作理念缺创新等,并指出奥运体育广告对我国体育广告发展的影响,以期加速我国体育广告业的发展.
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| 关 键 词： | 体育广告 奥运体育广告 现状 对策 营销 |
Impact of the Feature for Olympic Sports Advertisement Managing on the Development of Chinese Sports Advertisement |
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| Liu Sheng.Impact of the Feature for Olympic Sports Advertisement Managing on the Development of Chinese Sports Advertisement[J].Journal of Chengdu Physical Education Institute,2010,36(3). |
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| Authors: | Liu Sheng |
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| Institution: | Liu Sheng(Physical Education Department,Chengdu Institute of Technology,Chengdu 610000) |
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| Abstract: | Literature review and comparative analysis are applied in this paper to study Olympic sports advertisement and the status quo of Chinese sports advertisement.It is found that Olympic sports advertisement evokes images and emotions.Successful experience in the managing of Olympic sports advertisement is borrowed to analyze problems in current Chinese sports advertisement and point out the effect of the former on the latter,hoping to quicken the development of the latter. |
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| Keywords: | sports advertisement Olympic sports advertisement status quo countermeasure managing |
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