体育学刊

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2006年足球世界杯中国企业体育营销分析
杨军，白震，易春燕

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（河南大学体育学院社会科学研究所，河南开封　475001）
摘要：阐述了世界杯体育营销的意义、我国企业在世界杯体育营销中存在的问题以及我国企业世界杯体育营销的建议，以期我国企业的投入获得回报：不仅能提升品牌的知名度、美誉度，而且有机地与销售相联合，利于企业产品的销售，使企业能在较长一段时间内名利双收。
关键词：体育营销； 2006年足球世界杯；中国企业
中图分类号：G843 文献标识码：A 文章编号：1006-7116(2007)01-0040-04

Analysis of sports marketing by Chinese enterprises during World Cup Soccer 2006
YANG Jun，BAI Zhen，YI Chun-yan

（Athletics College Social Science Graduate School，Henan University，Kaifeng 475001，China）
Abstract: The authors expatiated on the significance of World Cup sports marketing, problems existed in World Cup sports marketing by Chinese enterprises, and suggestions for World Cup sports marketing by Chinese enter-prises, so that the investment of Chinese enterprises would gain returns. Sports marketing can not only boost the fame and reputation of a brand, but also combine with sale organically. Sports marketing is conducive to the sale of enterprise products, so that enterprises can gain both “reputations” and “profit” over a relatively long period of time. Sports marketing is helpful for Chinese enterprises to recognize the pattern of operation of sports event for brand management, and to accumulate practical experience.
Key words: sports marketing; World Cup Soccer 2006; Chinese enterprises

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