论文标题:高校篮球赛事赞助营销策略研究
论文作者
论文导师 张聚民,论文学位 硕士,论文专业 体育教育训练学
论文单位 河北师范大学,点击次数 824,论文页数 49页File Size1038K
2007-06-01论文网 http://www.lw23.com/lunwen_1254557/
university basketball game;; sponsor;; marketing;; spectator;; sponsor enterprise
目前我国高校举行的众多篮球赛事面临的主要困难是参赛或者组织比赛的经费短缺问题,其中有一部分高校篮球赛事的经费主要依靠企业赞助,但由于组织者缺乏对“篮球赛事产品”的设计和市场化的营销操作手段,在赛事赞助中往往很被动。而大学生男篮超级联赛(简称“大超”),作为市场开发最成功的高校篮球赛事,重视球迷市场培养的营销策略,同时与许多赞助商建立了长期的合作伙伴关系,在高校篮球赛事赞助营销市场中具有指导和借鉴意义。本文正是借鉴“大超”成功的案例和笔者参与组织的一次与中国联通合作的学校篮球活动为例,从体育营销学角度来研究高校篮球赛事赢取赞助的策略并探讨赛事的品牌建设以达到营销的长效机制。 本文从高校篮球赛事的三大主体——高校组织者、赞助商、观众的角度用问卷调查法深入细致的分析他们各自的特点和存在的问题,最终发现了高校篮球赛事赞助营销没有发展起来的症结所在——赛事质量低下、高校组织者积极性不高、不能有效吸引观众和媒体,赞助商投资的商业价值不大。 接着,本文从营销策略的角度提出了解决问题的办法。向高校组织者灌输营销理念,从自身发展角度提高组织者的积极性,提高赛事质量和队员的素质,吸引更多的观众和媒体,从而吸引赞助商的投资,达到三者的良性循环。 最后,在高校篮球赛事各参与主体和营销策略分析的基础上,结合专家的意见,本文提出(1)高校篮球赛事赞助营销可行性方案步骤“赛事分析--候选企业的选择--加强与媒体合作,扩大影响--设计策划方案并体现针对性--与目标企业取得联系--谈判策略--赞助合同的签订--组织赛事--落实媒体报道--赛后评估”;(2)并提出打造高校篮球赛事整体品牌,形成“明星运动员--明星运动队(名牌高校)--高校篮球赛事大联盟”的品牌群,建立高校篮球赛事品牌营销的长效机制。
At present, the main difficulty of the multitudinous basketball sports game holding in our country universities is funds short question, funds of some universities basketball sports game mainly comes from enterprise supports, but, the university organizer is often passive in game sponsor as lacks of the design of "the basketball sports game product" and the marketing operation method. As the successful example in market exploitation, the china university basketball super League (dachao) attach importance to plant fan market, simultaneously has established the long-term partner relations with many sponsors, which have the instruction and the model significance. This article precisely put the model -"dachao" and the university basketball game the author participates in organizing, which cooperates with China Unicom as the successful case, research the strategy of how to gain the supports in marketing and discuss the brand construction of the basketball game. University organizer, sponsor and spectator is the three main body of university basketball, this paper analyses this bodies characteristic and problem absent themselves by questionnaire survey, and found the sticking point why the game marketing’s development is so hard-------low-level of game quality, low-enthusiasm of university organizer, cannot effectively attract spectator and media, the investment value is little. In succession, this paper put forward the way of how to solve the problem in marketing strategy, firstly, setting the marketing ideology, secondly, improving the enthusiasm of university organizer, thirdly, improving the quality of game and the diathesis of team member, attracting more spectator and media, then, allure the investment. At last, through combining the analysis of the College Basketball games" mainly participators and the strategy of marketing to the experts" opinion, we conclude that: (1) the feasible steps of marketing of the College Basketball games, "analysis of games-choose the sponsors-cooperate with media to magnify influence-design the project and pay more attention to the pertinence of the project-connect with the sponsors-the strategy of the negotiation-contract for sponsoring-organize the game-ensure to report the games through the media-evaluate the games afterwards”; (2) we can establish the whole brand of the College Basketball games, establish the brand group "basketball star-basketball team star-the alliance of the College Basketball games”, establish the long-time effective mechanism of the marketing of the College Basketball games.
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