我国知名体育用品企业体育赞助策略研究

发布时间：2018-01-25 22:52

本文关键词： 体育赞助策略体育用品企业案例研究对比分析　出处：《成都体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：体育赞助是企业品牌管理的重要组成部分,合理的体育赞助策略是企业取得赞助效果的关键。本文首先采用文献资料法对体育赞助的相关研究进行了回顾,在对体育赞助相关研究进行整理的基础上构建了包含体育赞助资源、赞助级别、赞助的持续性及赞助效果评估四个方面的体育赞助策略分析框架,之后采用案例研究的方法分别对李宁、安踏、匹克、361度和特步的体育赞助策略进行分析,在此基础上对五家企业的体育赞助策略进行了比较分析,从而得出五家企业在体育赞助中的合理与不足之处,进而提出相应的对策建议。研究结果发现,在体育赞助资源上,五家企业的赞助资源一般包含赛事、体育组织和个人三个部分,五家企业在不同赞助资源的投入上存在差异;在赞助级别上,五家企业受企业资源影响,在高知名度及影响力的体育赞助资源上较少采取高级别的体育赞助,在较为普通的赞助资源上则采取较高级别的赞助;在赞助持续性上,五家企业能够保持较好的持续性,但面临着体育赞助资源的竞争;在赞助效果上,安踏在消费者忠诚度上较为稳固,而其它四家企业则缺乏较为稳固的消费者忠诚,企业在运营过程面临较大风险。整体上看,体育赞助在企业品牌建设中具有重要作用,五家企业的体育赞助策略能够结合企业的品牌定位和权衡企业的资源,在体育赞助上差异化发展。通过分析,发现五家企业在体育赞助过程中存在着缺乏足够的资源、与其它品牌建设手段配合不足和多种传播渠道下企业体育赞助受到稀释三个影响企业体育赞助效果的因素。在此基础上,文章提出三个方面的建议:一是企业在体育赞助中应保持差异化发展策略,通过合理的体育赞助策略来提升赞助效果,而不必盲目追求高投入的体育赞助;二是从系统角度审视企业的品牌管理,加强体育赞助同其它品牌建设手段的配合;三是紧跟时代发展趋势,掌握以社会化媒体为代表的新传播途径,多种渠道传播企业体育赞助的信息,从而起到聚焦作用。
[Abstract]:Sports sponsorship is an important part of enterprise brand management, reasonable sports sponsorship strategy is the key to achieve sponsorship effect. Firstly, this paper reviews the relevant research on sports sponsorship by using the method of literature. On the basis of the research on sports sponsorship, this paper constructs a framework of sports sponsorship strategy including sports sponsorship resources, sponsorship level, sponsorship sustainability and sponsorship effect evaluation. Then using the method of case study to analyze the sports sponsorship strategies of Li Ning, Anta, Pickle 361degree and special step respectively, on the basis of which, the paper makes a comparative analysis on the sports sponsorship strategies of five enterprises. In order to get the five enterprises in sports sponsorship reasonable and inadequate, and then put forward the corresponding countermeasures and suggestions. The results of the study found that in sports sponsorship resources, the five corporate sponsorship resources generally include events. In the three parts of sports organization and individual, there are differences in the investment of different sponsorship resources among the five enterprises; At the sponsorship level, the five enterprises are affected by the enterprise resources, and rarely take the high-level sports sponsorship in the high-visibility and influence sports sponsorship resources. A higher level of sponsorship is adopted in more general sponsorship resources; In terms of sponsorship sustainability, five enterprises can maintain better sustainability, but face the competition of sports sponsorship resources; In the sponsorship effect, Anta is more stable in consumer loyalty, while the other four enterprises are lack of more stable consumer loyalty, enterprises are facing greater risks in the operation process. Overall. Sports sponsorship plays an important role in the construction of enterprise brand. The strategies of sports sponsorship of five enterprises can combine the brand positioning of enterprises and weigh the resources of enterprises, and develop differently in sports sponsorship. Found that five enterprises in the sports sponsorship process there is a lack of sufficient resources. Lack of coordination with other brand building means and multiple communication channels under the dilution of corporate sports sponsorship three factors affecting the effectiveness of corporate sports sponsorship. On this basis. The article puts forward three suggestions: first, enterprises should maintain differentiation development strategy in sports sponsorship, and promote sponsorship effect through reasonable sports sponsorship strategy, without blindly pursuing high-input sports sponsorship; The second is to examine the brand management of enterprises from a systematic perspective and strengthen the cooperation between sports sponsorship and other brand building means; Third, keep up with the development trend of the times, grasp the new communication channels represented by social media, and spread the information of enterprise sports sponsorship through various channels, thus playing a focused role.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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