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^论文编号:GM759 ^论文字数:13481.页数:22 摘 要 体育赞助是一种有效的市场沟通工具，作为能直接到达消费者和影响消费者购买的市场工具在世界范围内被广泛运用。随着整个社会事业的进步 ,体育与企业的结合越来越密切。体育在现代企业组织中开始发挥重要作用 ,一些著名企业已经把体育作为企业战略的组成部分。体育赞助作为体育与企业的一个平等互利的平台，促进了体育与企业达到双赢的目的，倍受企业和体育组织的青睐。今天，绝大多数西方企业已将体育赞助作为一种与消费者互动，借此创造出无限商机的新的现代市场交易方法。体育赞助已成为21世纪企业在激烈竞争的市场中奋力拼搏，克敌制胜的一大法宝。本文通过奥运赞助商的战略对比的相关研究和分析，从而了解了浙江体育赞助商在公关战略中应该注意的事项。 ANALYING SPORTS SPONSOR’S PUBLIC RELITION STRATEGY Sports sponsorship is an effective communication tool in the market, as a tool that consumers can directly reach ,meanwhile it influence consumers to purchase.The instruments are widely used in the worldwide market. With the progress of the cause of the community as a whole, the combination of sport and the business more closely. Sports in the modern enterprise organizations play an important role in the beginning, some famous enterprises have the sport as a business strategy component. Physical Education and Sports sponsored enterprises as a platform of equality and mutual benefit and promote the sport and achieve a win-win business purposes, much business and sports organizations of all ages. Today, the vast majority of Western companies have sponsored sports as a consumer interaction, to create unlimited business opportunities for the new modern market trading approach. Sports sponsorship has become a 21st century enterprises in the highly competitive market, worked hard, a great magic weapon for defeating the enemy.Contrasting to the strategy through the Olympic sponsors,my paper give the research and analysis to understand the matter that Zhejiang sports sponsors should pay attention to in the public relations strategy . KEYWORDS： Zhejiang sports sponsor ，Sports Sponsorship ，
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| Tags：分析 浙江 体育 赞助商 公关 战略 | 2011-03-25 11:05:27【返回顶部】 |
