| 我国体育赛事品牌推广机制研究——兼议CBA赛事的品牌推介 |
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| 引用本文： | 何成莲.我国体育赛事品牌推广机制研究——兼议CBA赛事的品牌推介[J].南京体育学院学报(社会科学版),2010,24(2):88-91. |
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| 作者姓名： | 何成莲 |
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| 作者单位： | 广东海洋大学体育与休闲学院,广东,湛江,524088 |
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| 摘 要： | 品牌是一种产品，体育赛事品牌的推广是把体育赛事作为综合产品推向市场并为利益个人或群体赢得收益的社会过程。本文从体育赛事品牌的产品属性出发，以消费者购买动机和对体育市场细分必要性的探讨为立论起点，提出我国体育赛事品牌推广的九大优化策略，以期为我国体育赛事的市场化运作提供参考依据。
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| 关 键 词： | 体育赛事 品牌 推广机制 |
Research about the Mechanism of Sports Events Brand Promotion in China |
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| HE Cheng-lian.Research about the Mechanism of Sports Events Brand Promotion in China[J].Journal of Nanjing Institute of Physical Education,2010,24(2):88-91. |
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| Authors: | HE Cheng-lian |
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| Institution: | HE Cheng - lian ( Guangdong Ocean University of Physical Education and Recreation Institute, Zhanjiang 524088, China) |
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| Abstract: | Brand is a kind of product, promotion of sports events brand is the process in which sports events as a serious of products is to be put into markets so that it can bring great earnings for some individuals or groups who is effort for interest. The essay which thought about the product attributes based on consumers＇ buying motivation and discussed the necessity of market segmentation. At last, the author given nine optimizing whose aim is to provide some reference on market - oriented operation. for brand promotion |
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| Keywords: | sports events brand mechanism of promotion |
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