刍议美国职业体育的关系传播、营销与管理——兼谈对中国体育组织公共关系的启示

关系传播、关系营销、关系管理是当前国际社会科学领域的热门概念。当前，美国职业联盟的各俱乐部高度重视公共关系的传播、营销与管理，设立了大量的相关部门与岗位。在中国，北京奥运会引发的大型体育赛事与城市、体育组织、赞助企业形象传播的关系，职业体育俱乐部体制的完善所需要的关系营销，各级各类体育组织的发展所需要的特殊事件的公关管理，支持和谐体育发展的社会环境，对于关系传播的要求，都对今后中国体育领域的关系传播、营销与管理提出了新的研究课题。

Relation communication, marketing and management for professional sports in the USA——On enlightenment of public relations of sports organization in China

The relation communication,marketing and management are the popular conceptions in the international social scientific fields at present.Clubs of professional alliance in the USA attached much more importance to the relation communication,marketing and management,established lots of related departments and posts.In China,the requirements to relation communications,such as the relation of large sports games and cities,sports organization,image communication of sponsoring enterprises brought about by professional sports clubs;the required public management of special events in the development of various sports organizations;the social environment to support harmonious sports development,etc,put forward a new research project of the relation communication,marketing and management in the sports fields of China.