论体育营销与品牌国际化

发布时间：2018-03-10 01:38

本文选题：体育营销　切入点：品牌　出处：《贵州大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着国际市场竞争日趋激烈,发展品牌国际化战略已成为各国企业共识。而体育营销正是品牌国际化的重要营销手段。本文从研究背景入手,采用以规范为主的研究方法,首先介绍了体育营销的理论,界定其基本概念,总结其形式和价值。接着论述了品牌国际化的理论,对品牌和品牌国际化的概念进行了界定,并对品牌国际化的模式和经营作了多角度分析,之后论述品牌国际化的进入方式,并研究品牌在进入国际市场过程中可能出现的环境和品牌自身的障碍问题。最后,通过对企业品牌国际化体育营销的现状和问题解析,采用规范研究、比较归纳分析和STP分析等方法对企业品牌国际化体育营销进行了战略研究,并探讨了相关的实施策略。在策略的最后部分,研究了相关的效果评估方法。希望本文的研究结论能够为我国企业在制定品牌国际化体育营销战略时,提供一些理论和实践参考。
[Abstract]:With the increasingly fierce competition in the international market, the development of brand internationalization strategy has become the consensus of enterprises all over the world, and sports marketing is an important marketing means of brand internationalization. Starting with the research background, this paper introduces the theory of sports marketing, defines its basic concept, summarizes its form and value, and then discusses the theory of brand internationalization. This paper defines the concept of brand and brand internationalization, analyzes the mode and management of brand internationalization, and then discusses the entry mode of brand internationalization. Finally, through the analysis of the current situation and problems of enterprise brand international sports marketing, we adopt normative research. In the last part of the paper, the author studies the relevant methods of evaluating the effect of brand international sports marketing, and studies the strategy of the enterprise brand international sports marketing by comparing the inductive analysis and the STP analysis, and discusses the relevant implementation strategies in the last part of the strategy. It is hoped that the conclusions of this paper can provide some theoretical and practical references for Chinese enterprises to formulate brand international sports marketing strategy.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2

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