摘要
运用文献资料、案例分析等方法,探讨俄罗斯足球世界杯中国企业体育营销的实践经验,提出体育营销助力中国企业品牌国际化的发展路径。俄罗斯足球世界杯中国企业体育营销的实践经验在于:借力世界杯平台,进行关联营销;拓展赞助形式,实施组合营销;突显“中国元素”,形成差异化营销;开发赛事资源,实现整合营销;加深情感联结,开展体验营销。提出体育营销助力品牌国际化的发展路径:赞助国际知名体育赛事,提高品牌全球知名度;制定长远海外体育营销战略,提升品牌忠诚度;重视品牌实力营销,提升品牌价值;合理进行市场定位,拓展品牌国际市场占有率;开展线上体育营销,最大程度释放品牌价值。
Using the methods of literature review and case analysis,this paper discusses the practical experience of Chinese enterprises in the Russian Football World Cup in promoting brand internationalization through sports marketing,and puts forward the development path of Chinese enterprises'brand internationalization.The practical experience of Chinese enterprises in World Cup marketing lies in:using the World Cup platform to carry out related marketing,implement combination marketing by expanding the form of sponsorship,form differentiated marketing with Chinese elements,develop competition resources and realize integrated marketing,deepen emotional connection and carry out experiential marketing.The path for sports marketing to develop brand internationalization is as follows:sponsoring internationally famous sports events and improving brand global awareness,formulating long-term overseas sports marketing strategy to enhance brand loyalty,focusing on brand strength marketing and enhancing brand value,expanding the brand's international market share with reasonable market positioning,carrying out online marketing and maximize brand value.
作者
钟丽萍
刘建武
ZHONG Li-ping;LIU Jian-wu(College of Sports Science and Physical Education,Hunan University of Technology,Zhuzhou 412000,China)
出处
《体育文化导刊》
CSSCI
北大核心
2020年第6期84-91,共8页
Sports Culture Guide
基金
教育部人文社科研究规划项目(17YJA890031)。
关键词
体育经济
体育营销
品牌国际化
中国企业
俄罗斯足球世界杯
sports economics
sports marketing
brand internationalization
Chinese enterprises
Russia Football World Cup
