美国全国赛车联合会赞助营销研究
发布时间：2018-07-20 17:58
【摘要】：采用文献资料法、事例分析法等研究美国全国赛车联合会的赞助营销实践,旨在提出可供我国体育组织借鉴的赞助营销理论。主要结论:美国全国赛车联合会实行的是以营销创新来强化车迷、车手(团队)与赞助商三方相互"赞助"关系的赞助营销体系。建议:体育组织要不断创新商品、品牌、宣传和服务等营销策略,以增强赞助商的积极态度;要创造三方之间及赞助商之间更多的合作机会,利用大众传媒、新媒体等为其提供更广泛的营销平台。
[Abstract]:This paper studies the sponsorship marketing practice of the National Racing Federation of the United States by using the method of literature and case analysis in order to put forward the sponsorship marketing theory which can be used for reference by sports organizations in our country. Main conclusion: the National Racing Federation implements a sponsorship marketing system that uses marketing innovation to strengthen the "sponsorship" relationship between car fans, drivers (teams) and sponsors. Suggestions: sports organizations should constantly innovate marketing strategies, such as commodities, brands, publicity and services, in order to enhance the positive attitude of sponsors, create more opportunities for cooperation among the three parties and among sponsors, and make use of the mass media, New media and so on for its wider marketing platform.
【作者单位】： 渤海大学管理学院;
【分类号】：G872.1
[Abstract]:This paper studies the sponsorship marketing practice of the National Racing Federation of the United States by using the method of literature and case analysis in order to put forward the sponsorship marketing theory which can be used for reference by sports organizations in our country. Main conclusion: the National Racing Federation implements a sponsorship marketing system that uses marketing innovation to strengthen the "sponsorship" relationship between car fans, drivers (teams) and sponsors. Suggestions: sports organizations should constantly innovate marketing strategies, such as commodities, brands, publicity and services, in order to enhance the positive attitude of sponsors, create more opportunities for cooperation among the three parties and among sponsors, and make use of the mass media, New media and so on for its wider marketing platform.
【作者单位】： 渤海大学管理学院;
【分类号】：G872.1
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