| 基于体育赞助营销的企业品牌建设与提升策略 |
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| 引用本文： | 曹勇.基于体育赞助营销的企业品牌建设与提升策略[J].沙洋师范高等专科学校学报,2012,13(3):59-61. |
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| 作者姓名： | 曹勇 |
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| 作者单位： | 荆楚理工学院体育部,湖北荆门,448000 |
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| 摘 要： | 体育赞助营销因其隐蔽性、直接性、文化性、灵活性等特点受到企业的青睐，成为企业营销沟通的重要工具之一，通过体育赞助营销推进品牌建设、助推品牌国际化已经成为趋势。文章在分析体育赞助营销的特点和趋势基础上，探索了基于体育赞助营销行为的品牌建设策略和提升策略。
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| 关 键 词： | 体育赞助 品牌 建设 提升 策略 |
The Enterprise Brand Construction and Promotion Strategy Based on the Sports Support Marketing |
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| CAO Yong.The Enterprise Brand Construction and Promotion Strategy Based on the Sports Support Marketing[J].Journal of Shayang Teachers College,2012,13(3):59-61. |
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| Authors: | CAO Yong |
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| Institution: | CAO Yong(Physical Education Department,Jingchu University of Technology,Jingmen,Hubei,448000,China) |
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| Abstract: | With the characteristics of concealment,directness,culture and flexibility,sports sponsorship marketing is the favor of enterprise and becomes one of important tools of enterprise marketing communication.Pushing the brand construction and boosting brand internationalization through the sports support marketing has become a trend.Based on the analysis of the characteristics and sports sponsorship marketing trend,the paper makes a research of brand construction strategy and promotion strategy based on the sports support marketing behavior. |
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| Keywords: | sports sponsorship brand construction ascension strategy |
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