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基于顾客价值的奥运赞助营销策略研究 被引量：5

Strategy Research Based on the Customer Value of Olympic Sponsorship Marketing
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摘要 奥运赞助营销作为体育赞助营销中的一个特殊而又非常重要的组成部分,在整个体育赞助产业中处于龙头的地位,起着模范的作用。本研究从顾客价值的视角,在分析奥运赞助营销影响赞助企业顾客价值的作用路径基础上,提出了奥运赞助营销的指导性策略框架,为企业进行奥运赞助及其它类型的赞助营销实践提供了有益指导。 Olympic Sponsorship Marketing （OSM） as a special and very important component in the sports sponsorship marketing is the NO. 1 in the sports sponsorship industry and sets a good example to others. This research, on the basis of analyzing of customer value affecting path that OSM sponsor affecting sponsoring company, proposes the guiding strategy framework to the OSM. It also gives the guidance to the enterprise which holds the Olympic sponsorship and other types of sponsorships.
作者 李建军
机构地区 江西财经大学工商管理学院
出处 《体育与科学》 CSSCI 北大核心 2008年第4期5-9,共5页 Sports & Science
基金 国家体育总局体育社会科学研究项目 项目号:1031SS06163 上海财经大学博士创新基金资助
关键词 奥运赞助营销 顾客价值 策略框架 Olympic Sponsorship Marketing customer value strategy framework
分类号 G80-05 [文化科学—运动人体科学]
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参考文献25

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二级参考文献59

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共引文献56

同被引文献57

引证文献5

二级引证文献12

体育与科学
2008年 第4期

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