体育赞助营销风险的成因和规避策略

体育赞助营销手段日益被广大企业所重视,逐渐成为企业整体营销战略中的一个重要组成部分。但凡事有利有弊,体育赞助营销同样蕴涵着巨大的风险,但至今没能引起理论界和实务界的关注。运用文献资料法、逻辑分析法对体育赞助营销中的风险成因和如何规避进行了深入的研究。研究发现:体育赞助营销风险的成因主要包括不可抗拒的自然原因、体育本身的不确定性特征、法律法规不健全、赞助和附加推广费用高昂、缺乏长远战略的规划以及隐蔽营销的存在等。规避风险的方法主要包括:体育赞助营销风险避免和体育赞助营销损失抑制两种方法。

The Causes and the Preventive Strategy about the Risk of Marketing of Sports Sponsorship

Sports sponsorship marketing tool have increasingly been paid attention by a large number of enterprises.It is emerging as one important component of the overall corporate marketing strategies.But as the coins have two sides,it also contains a huge risk,which by far failed to arouse attention from the theory and practice.This article conducts in-depth analysis on the causes and preventive ways of the risk about sports sponsorship marketing through literature and logic.The study found that the main causes of...