文献类型：期刊文献

中文题名：我国体育赛事品牌推广机制研究——兼议CBA赛事的品牌推介

英文题名：Research about the Mechanism of Sports Events Brand Promotion in China

作者：何成莲[1]

机构：[1]广东海洋大学体育与休闲学院,广东湛江524088

年份：2010

卷号：24

期号：2

起止页码：88

中文期刊名：南京体育学院学报（社会科学版）

外文期刊名：Journal of Nanjing Institute of Physical Education

收录：北大核心2008、北大核心

语种：中文

中文关键词：体育赛事;品牌;推广机制

外文关键词：sports events; brand; mechanism of promotion

中文摘要：品牌是一种产品,体育赛事品牌的推广是把体育赛事作为综合产品推向市场并为利益个人或群体赢得收益的社会过程。本文从体育赛事品牌的产品属性出发,以消费者购买动机和对体育市场细分必要性的探讨为立论起点,提出我国体育赛事品牌推广的九大优化策略,以期为我国体育赛事的市场化运作提供参考依据。

外文摘要：Brand is a kind of product, promotion of sports events brand is the process in which sports events as a serious of products is to be put into markets so that it can bring great earnings for some individuals or groups who is effort for interest. The essay which thought about the product attributes based on consumers＇ buying motivation and discussed the necessity of market segmentation. At last, the author given nine optimizing whose aim is to provide some reference on market - oriented operation. for brand promotion