乐卡克赞助2015年环中国国际公路自行车赛的研究

发布时间：2018-05-13 21:32

本文选题：乐卡克品牌 + 环中国赛　；参考：《北京体育大学》2017年硕士论文

【摘要】：本文以乐卡克赞助2015年环中国国际公路自行车赛的赞助行为为研究对象,通过文献资料法、逻辑分析法和实地观察法,对乐卡克品牌的赞助动机与目标、目标达成路径、赞助效果评估以及存在问题进行研究,得出的结论如下:第一.乐卡克品牌进入中国市场之后,定位于中高端市场,店面主要分布在经济较为发达地区;乐卡克主打运动休闲、高尔夫运动和自行车运动三个系列;针对中国市场,乐卡克形成了包括娱乐赞助、高尔夫运动项目赞助和自行车运动赞助为主体的赞助营销体系。第二.环中国国际公路自行车赛是一项高水平的国际赛事,乐卡克希望通过赞助2015年环中国国际公路自行车赛达到企业品牌宣传、提高企业知名度、树立乐卡克在自行车运动领域的专业形象、倡导绿色健康生活方式的动机和目的。第三.乐卡克是环中国自行车赛的官方赞助商,对环中国自行车赛进行服饰类赞助,获得了无形资产开发权、赛事资源使用权、媒体宣传权益、嘉宾款待权等权益回报,以及针对环中国自行车赛展开花车游行、荣誉骑行、发车仪式、颁奖仪式和环中嘉年华等主题营销活动。第四.2015年环中国自行车赛的乐卡克赞助效果评估主要从品牌资产和关系目标两个维度着手。在品牌资产方面,乐卡克提高了品牌知名度、树立了健康生活方式的品牌形象。在关系目标方面,促进了乐卡克客户关系、合作关系、员工关系和社区关系的建设。第五.乐卡克没有完整的营销计划,赞助活动仅限于赛事举办期间的赛事现场,以乐卡克品牌标识曝光为主,出现乐卡克的赞助决策缺乏整体性思考、赞助活动的短期化和赛事资源利用不充分,导致赞助活动难以达到最佳效果。
[Abstract]:In this paper, the sponsorship behavior of Rocker's sponsorship for the 2015 China International Road Cycling Race is taken as the research object. Through the methods of literature, logic analysis and field observation, this paper aims at the motivation, goal and goal of the Lecker brand sponsorship. The evaluation of sponsorship effect and the existing problems are studied. The conclusions are as follows: first. After entering the Chinese market, the Lecker brand is located in the middle and high end market, and stores are mainly distributed in more developed regions. Lecker focuses on three series of sports, leisure, golf and bicycle sports; aiming at the Chinese market, Lecker has formed a sponsorship marketing system that includes entertainment sponsorship, golf event sponsorship and bicycle sponsorship. Second. The International Road Cycling Race around China is a high level international event. Lecker hopes to promote corporate brands and enhance corporate awareness by sponsoring the 2015 China International Road Cycling Race. Establish the professional image of Lecker in the field of bicycle sports, promote the motivation and purpose of green and healthy lifestyle. Third. Lecker is the official sponsor of the cycling race around China. By sponsoring the cycling race around China in the clothing category, he has obtained the right to develop intangible assets, the right to use the event resources, the rights to promote the media, the right to entertain guests, and so on. As well as launch a float parade, honor ride, start ceremony, award ceremony and ring-in carnival for ring-China cycling events and other theme marketing activities. Fourth, the evaluation of the effect of Legac sponsorship around China in 2015 mainly starts from the two dimensions of brand equity and relationship objectives. In terms of brand equity, Lecker raised brand awareness and established a brand image of a healthy lifestyle. In terms of relationship goals, it promotes the building of Lecker's customer relationship, cooperative relationship, employee relationship and community relationship. Fifth. Lecker does not have a complete marketing plan, sponsorship activities are limited to the event scene during the event, the main exposure to the Lecker brand logo, the emergence of Lecker's sponsorship decision-making lack of holistic thinking, The short-term sponsorship activities and insufficient utilization of event resources make it difficult to achieve the best results.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G872.3

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