本文選題：體育營銷　切入點：品牌戰(zhàn)略　出處：《蘭州大學(xué)》2009年碩士論文

【摘要】： 目前在全球經(jīng)濟一體化的時代背景下,企業(yè)要長期地發(fā)展,擴大規(guī)模經(jīng)濟效益就必須要勇敢地走出國門,走向國際。然而進入全球化競爭的今天,面對國際市場上的激烈競爭,品牌推廣變得尤為重要,沒有品牌,企業(yè)的產(chǎn)品就無法領(lǐng)取進入國內(nèi)乃至國際市場的通行證。另一方面,隨著經(jīng)濟水平的提升,人們需求程度提高,消費者既看重產(chǎn)品的品質(zhì)更看企業(yè)的品牌內(nèi)涵價值。加強企業(yè)品牌戰(zhàn)略規(guī)劃管理與運營已成為品牌競爭時代的要求,也成為企業(yè)現(xiàn)代化和成熟程度的重要標志。因此尋找積極有效的品牌營銷策略對于處在品牌價值鏈劣勢中的我國企業(yè)無疑更是一個不可回避和富有戰(zhàn)略意義的重要課題。體育營銷作為21世紀在全世界品牌推廣最有效的營銷方式,是獲取競爭優(yōu)勢最為有效的營銷策略,能有效地提升企業(yè)品牌價值,促進品牌戰(zhàn)略的實施,幫助塑造品牌國際化。研究如何結(jié)合企業(yè)的實際情況,有效開發(fā)與利用體育營銷這顆當今品牌商戰(zhàn)中最有效的營銷棋子,趨利避害,通過營銷創(chuàng)新,充分挖掘出體育營銷的巨大潛力,科學(xué)合理的整合各種資源以塑造強勢品牌,借力于體育營銷,使之與企業(yè)的其他營銷戰(zhàn)略業(yè)務(wù)相整合,為企業(yè)品牌提升價值,獲取競爭優(yōu)勢并帶來經(jīng)濟效益,將為我國企業(yè)提供營銷戰(zhàn)略管理的新思路、新方法。 本文將通過專題理論分析與案例研究相集合的方式,針對體育營銷提升企業(yè)品牌價值的問題,闡述品牌戰(zhàn)略的發(fā)展理論和國內(nèi)外體育營銷的定義、特點及營銷學(xué)原理,分析通過體育營銷提升品牌價值的原因、作用機制及原理,提出體育營銷提升企業(yè)品牌價值的策略方法。接下來根據(jù)理論聯(lián)系實際的方法,結(jié)合對國內(nèi)外企業(yè)運用體育營銷的實踐案例進行研究,分析不同企業(yè)在不同市場背景環(huán)境下實施體育營銷的戰(zhàn)略制定、策略實施、效果評估,找出成功體育營銷的共性和個性特點。 文章的結(jié)構(gòu)為:首先對體育營銷及品牌的相關(guān)理論做詳細闡述,進而揭示體育營銷和品牌戰(zhàn)略之間內(nèi)在的聯(lián)系和作用機制,介紹了品牌相關(guān)理論和體育營銷的定義、作用及特點;隨后深入分析體育營銷提升企業(yè)品牌價值的原理、作用機制、相互關(guān)系并在此基礎(chǔ)上探討體育營銷提升企業(yè)品牌的戰(zhàn)略意見。結(jié)合理論研究對韓國三星的成功體育營銷案例作分析,總結(jié)三星的成功經(jīng)驗對國內(nèi)企業(yè)的體育營銷的實踐啟示。最后,著重對首家成為世界級別賽事奧運會TOP贊助商的國內(nèi)企業(yè)聯(lián)想集團實施體育營銷作可行性分析,通過對企業(yè)內(nèi)外部環(huán)境作STP分析、SWOT分析,總結(jié)出聯(lián)想做出奧運營銷決策的必然性,重點剖析聯(lián)想差異化的奧運營銷戰(zhàn)略,總結(jié)成功與得失,并對企業(yè)未來體育營銷之路作優(yōu)化性構(gòu)想,最后文章對于欲從事體育營銷的本土企業(yè)給出意見和建議。
[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.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F274

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