摘要
阐述了体育产品合作营销的必要性和现实性,从合作营销的基本特性出发,提出了体育产品合作营销基于互补策略的组合营销创新性、基于弹性策略的分解营销创新性、基于资源共享的集成营销创新性,以及基于风险控制的精益营销创新性等特点,构建了体育产品合作营销的博弈模型,揭示了体育产品合作营销的微观机理。
The necessity and reality of sports product co -marketing were discussed. Basic characteristics of co - marketing were investigated for marketing innovation. The combination marketing innovation of sports product co - marketing was presented on ba- sis of complementary strategy ; decomposition marketing innovation based on flexible strategy was proposed ; integration marketing innovation based on resources sharing was put forward and lean marketing innovation based on risk controlling was also presented. The game model of sports co - marketing was established. By which the micro mechanism of sports product co - marketing was in- vestigated.
出处
《武汉理工大学学报（信息与管理工程版）》
CAS
2010年第1期164-167,共4页
Journal of Wuhan University of Technology：Information & Management Engineering
关键词
体育产品
合作营销
博弈机理
sports products
co -marketing
characteristics and game theory
