借助体育赞助营销提升企业品牌的策略研究

发布时间：2018-04-05 09:11

本文选题：体育营销　切入点：品牌战略　出处：《兰州大学》2009年硕士论文

【摘要】： 目前在全球经济一体化的时代背景下,企业要长期地发展,扩大规模经济效益就必须要勇敢地走出国门,走向国际。然而进入全球化竞争的今天,面对国际市场上的激烈竞争,品牌推广变得尤为重要,没有品牌,企业的产品就无法领取进入国内乃至国际市场的通行证。另一方面,随着经济水平的提升,人们需求程度提高,消费者既看重产品的品质更看企业的品牌内涵价值。加强企业品牌战略规划管理与运营已成为品牌竞争时代的要求,也成为企业现代化和成熟程度的重要标志。因此寻找积极有效的品牌营销策略对于处在品牌价值链劣势中的我国企业无疑更是一个不可回避和富有战略意义的重要课题。体育营销作为21世纪在全世界品牌推广最有效的营销方式,是获取竞争优势最为有效的营销策略,能有效地提升企业品牌价值,促进品牌战略的实施,帮助塑造品牌国际化。研究如何结合企业的实际情况,有效开发与利用体育营销这颗当今品牌商战中最有效的营销棋子,趋利避害,通过营销创新,充分挖掘出体育营销的巨大潜力,科学合理的整合各种资源以塑造强势品牌,借力于体育营销,使之与企业的其他营销战略业务相整合,为企业品牌提升价值,获取竞争优势并带来经济效益,将为我国企业提供营销战略管理的新思路、新方法。本文将通过专题理论分析与案例研究相集合的方式,针对体育营销提升企业品牌价值的问题,阐述品牌战略的发展理论和国内外体育营销的定义、特点及营销学原理,分析通过体育营销提升品牌价值的原因、作用机制及原理,提出体育营销提升企业品牌价值的策略方法。接下来根据理论联系实际的方法,结合对国内外企业运用体育营销的实践案例进行研究,分析不同企业在不同市场背景环境下实施体育营销的战略制定、策略实施、效果评估,找出成功体育营销的共性和个性特点。文章的结构为:首先对体育营销及品牌的相关理论做详细阐述,进而揭示体育营销和品牌战略之间内在的联系和作用机制,介绍了品牌相关理论和体育营销的定义、作用及特点;随后深入分析体育营销提升企业品牌价值的原理、作用机制、相互关系并在此基础上探讨体育营销提升企业品牌的战略意见。结合理论研究对韩国三星的成功体育营销案例作分析,总结三星的成功经验对国内企业的体育营销的实践启示。最后,着重对首家成为世界级别赛事奥运会TOP赞助商的国内企业联想集团实施体育营销作可行性分析,通过对企业内外部环境作STP分析、SWOT分析,总结出联想做出奥运营销决策的必然性,重点剖析联想差异化的奥运营销战略,总结成功与得失,并对企业未来体育营销之路作优化性构想,最后文章对于欲从事体育营销的本土企业给出意见和建议。
[Abstract]:At present, under the background of global economic integration, if enterprises want to develop for a long time, they must go abroad bravely to expand scale economic benefits.However, in the face of the fierce competition in the international market, brand promotion becomes particularly important in the face of global competition. Without the brand, the products of the enterprise can not get the permit to enter the domestic and even international markets.On the other hand, with the improvement of economic level and the increase of people's demand, consumers value the quality of products and the brand connotation value of enterprises.Strengthening the management and operation of enterprise brand strategic planning has become the requirement of the era of brand competition and an important symbol of enterprise modernization and maturity.Therefore, finding positive and effective brand marketing strategy is undoubtedly an unavoidable and strategic important topic for Chinese enterprises in the inferior position of brand value chain.Sports marketing, as the most effective marketing method of brand promotion in the world in the 21st century, is the most effective marketing strategy to obtain competitive advantage, which can effectively promote the brand value of enterprises, promote the implementation of brand strategy and help shape the internationalization of brand.This paper studies how to effectively develop and utilize sports marketing, which is the most effective marketing chess piece in today's brand business war, in combination with the actual situation of enterprises, to seek advantages and avoid disadvantages, and to fully tap the great potential of sports marketing through marketing innovation.Scientific and reasonable integration of all kinds of resources in order to create a strong brand, take advantage of sports marketing, make it with other marketing strategy business integration, promote the value of enterprise brand, obtain competitive advantage and bring economic benefits.Will provide our country enterprise the new thought of marketing strategy management, new method.In this paper, through the combination of thematic theory analysis and case study, aiming at the problem of promoting enterprise brand value by sports marketing, this paper expounds the development theory of brand strategy and the definition, characteristics and marketing principle of sports marketing at home and abroad.This paper analyzes the reason, mechanism and principle of promoting brand value through sports marketing, and puts forward the tactics and methods of promoting brand value of enterprise by sports marketing.Then according to the method of combining theory with practice, combining with the practice cases of domestic and foreign enterprises using sports marketing, this paper analyzes the strategy formulation, strategy implementation and effect evaluation of different enterprises implementing sports marketing under different market background.Find out the common and individual characteristics of successful sports marketing.The structure of the article is as follows: firstly, the related theories of sports marketing and brand are expounded in detail, and then the internal relationship and mechanism between sports marketing and brand strategy are revealed, and the definition of brand related theory and sports marketing is introduced.Secondly, it analyzes the principle, mechanism and relationship of sports marketing to promote enterprise brand value, and then probes into the strategic advice of sports marketing to promote enterprise brand.Based on the theoretical research, this paper analyzes the successful sports marketing case of Samsung in South Korea, and summarizes the practical enlightenment of Samsung's successful experience to the sports marketing of domestic enterprises.Finally, the feasibility analysis of the sports marketing of Lenovo Group, the first domestic enterprise to become the TOP sponsor of the World Class Olympic Games, is emphasized. Through the STP analysis of the internal and external environment of the enterprise, the author makes a STP analysis on the internal and external environment of the enterprise.This paper sums up the inevitability of Lenovo's making the Olympic marketing decision, analyzes on Lenovo's differentiated Olympic marketing strategy, summarizes the success and loss, and optimizes the road of the future sports marketing of the enterprise.Finally, the article gives advice and suggestions to local enterprises who want to engage in sports marketing.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274

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