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1、北京理工大学珠海学院 2010 届本科生毕业论文I赞助营销策略研究作者 成昊阳北京理工大学珠海学院 2010 届本科生毕业论文II赞助营销策略研究摘 要随着经济的不断发展，技术的不断提高，市场上的商品越来越多，竞争越来越激烈。在市场上让自己的产品在众多的商品上突显出来，用最小的成本把自己的品牌知名度有效地提高显得犹为重要。然而现在传统的广告已经是做不到了。一种新兴的营销策略，赞助营销正在蓬勃兴起。企业赞助是当今全球发展最快的营销形式之一，赞助营销也是当今商业营销探讨的重点。据统计，全球赞助市场金额每年以 40%的速度攀升，中国的各种赞助活动一浪高过一浪。但赞助营销相关的理论并不多，其理论体系不
2、完善，没有一个系统的架构。因此，我选择赞助营销为题，对其进行研究，希望对赞助营销理论能进一步完善、梳理。本文以市场经济理论为指导，运用经济学、管理学和市场营销学的基本理论，结合运用了赞助营销策略的企业的实际情况，并借鉴张春健以及陈声柏等人的研究理论成果，从赞助营销的相关理论、策略方法以及在实施过程应注意的事项等方面并融合案例说明，对赞助营销进行了探讨、研究，梳理了赞助营销的含义、特征、基本原则以及类型，提出了赞助营销的应用策略和注意事项。关键词：激烈竞争 赞助营销 研究理论 应用策略北京理工大学珠海学院 2010 届本科生毕业论文IIISponsorship Marketing Strateg
3、y Abstract With the continuous economic development, technology continues to improve, more and more products on the market, competition has become fierce. In the market for their products in many commodities have risen, with the smallest cost to their brand awareness and effectively improve the look
4、 still important. However, traditional advertising has now are unable to achieve. A new kind of marketing strategy, sponsorship marketing is booming. Corporate sponsorship is currently the fastest growing form of marketing, sponsorship marketing is the focus of todays business marketing. According t
5、o statistics, the global sponsorship market value by 40% per year rise in Chinas various sponsorship activities, wave after wave. However, the theory of marketing-related sponsorship is not much, its perfect theoretical system, not a systematic framework. Therefore, I chose the title sponsorship mar
6、keting, to study it, want to sponsor marketing theory can be further improved, comb.This will be the market economic theory as a guide, the use of economics, management and the basic theory of marketing, sponsorship marketing strategy combined with the use of the actual situation of enterprises, and
7、 learn Zhangchun Jian and Chen Sheng Bo, and others of theoretical results, from the sponsorship marketing relevant theories, methods and strategies in the implementation process should pay attention to other aspects and integration of case stated on sponsorship marketing, discusses the research. Ke
8、y words: Competition Sponsorship Marketing Research Theory Application Strategy北京理工大学珠海学院 2010 届本科生毕业论文IV目 录赞助营销策略研究 .III摘 要 .IIISponsorship Marketing Strategy.IVAbstract.IV引 言 .11. 赞助营销相关理论研究 .21.1 赞助营销的由来 .21.2 赞助营销的涵义 .21.3 赞助营销的特征 .31.4 赞助营销的基本原则 .51.5 赞助营销的类型 .61.6 赞助营销的效果测定 .72. 赞助营销策略的应用 .82.1 公益赞助营销 .82.2 教育赞助营销 .82.3 事件赞助营销 .92.4 整合效应赞助营销 .93.赞助营销运用的注意事项 .10北京理工大学珠海学院 2010 届本科生毕业论文V3.1 防止隐性营销 .103.2 赞助项目应与品牌定位、产品特性相符 .103.3 应该具备完善的配套执行能力 .113.4 重视提高赞助营销的成功率 .114.赞助营销案例分析介绍 .134.1 坚定不移的赞助理念 .134.2 将体育形象成功地转移到企业的形象中去 .134.3 恪守体育赞助的原则 .134.4 精心实施赞助全过程 .
