茶企赞助体育营销的路径研究

发布时间：2018-04-19 01:11

本文选题：茶企 + 体育　；参考：《福建茶叶》2017年12期

【摘要】：当前,人们对于体育的关注度和参与度越来越高,特别是一些重大的国际体育赛事如奥运会、世界杯等,另外国内一些诸如中超联赛、CBA联赛等赛事,影响力和号召力也是逐日提升。在这种背景下,诸多企业和商家都看到了体育中所蕴含的巨大商机,纷纷参与到体育的赞助体系和营销中去。而作为茶企,想要更好地与体育联姻,选择合适的营销路径,不仅要考虑到经济方面的问题,更要充分发掘产品的文化内涵和人文精神,找到与体育精神最契合的切入点,从而才能取得最优的营销路径,提高产品知名度,扩大消费需求,进而促进茶企的更好发展。
[Abstract]:At present, people are paying more and more attention to and participating in sports, especially some major international sports events such as the Olympic Games, the World Cup, and other domestic events such as the Chinese Super League and the CBA League.Influence and appeal are also increasing day by day.In this context, many enterprises and businesses have seen the huge business opportunities contained in sports, have participated in sports sponsorship system and marketing.As a tea enterprise, in order to better marry with sports and choose the appropriate marketing path, we should not only consider the economic aspects, but also fully explore the cultural connotation and humanistic spirit of the products, and find the breakthrough point that is most in line with the sports spirit.In order to obtain the optimal marketing path, improve the product popularity, expand consumer demand, and then promote the better development of tea enterprises.
【作者单位】：东北林业大学体育部;
【分类号】：F274;F426.82;G80-05

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