體育營銷的運作策略探討.pdf

1、山西財經(jīng)大學(xué)碩士學(xué)位論文體育營銷的運作策略探討姓名：鄧鵬申請學(xué)位級別：碩士專業(yè)：@指導(dǎo)教師：樊而峻2005AbstractWiththedevelopmentofsportindustrythesportsmarketingisalsogreatlydeveloped.Providingthemostnovelmediaandleadingthemassiveconsumerbodythesportsindustryisthekeyst

2、oneandlaysthesolidfoundationtothesportsmarketing.Themaincustomerstothesportsmarketingistheparticipantandthespectators.Havinginseparablerelationstoandthroughsporttheparticipantandthespectatorsobtainthewantandexperiencewhi

3、chisthepremiseandthefoundationtothesportsmarketingplan.Combingthesportwiththeproductandbrandthesportmarketingmixedthecultureofsportandbrandthroughoneorcertainmeans.Throughcausingthesympathyoftheconsumerthesportmarketingb

4、uildthelongpreferenceintheconsumerheartestablishedtheconsumerloyaltyandraisedthepopularityofthebrand.Therearemanysportsmarketingmethodssuchassportssponsorshipadvertisementandvividspokesmanwhichhavetheirownadvantagetocomm

5、unicatingthetargetconsumerandcontributingtothemarketingeffect.Theseadvantagesarebasedonthestrategyofcorrectusingsportssponsorshipadvertisementandvividspokesman.Theforeignlargemultinationalcompanythathavemanyyears’experie

6、ncesyntheticallyadoptthethreekindsofmeansmakinguseoftheirownadvantageandreceivedtheexcellentexpectationresultendly.Thesportsmarketinginourcountryexistsomeproblemsandhavemanymistakeslackingofplentytime.Ontheonehandthisisb

7、ecauseoftheunmaturesportsmarketingtheoryandtheunperfectmarketinourcountry.Themostimportantreasonisthatourcountryenterprisesdidn’tholdthesportsmarketingessenceandattheenddidnotachievetheexpectedresultwastingmuchmoneyandlo