浅析体育赞助营销的动机、风险与营销策略（Analysis of motivation, risk and marketing strategy of sports sponsorship marketing）.docVIP

浅析体育赞助营销的动机、风险与营销策略（Analysis of motivation, risk and marketing strategy of sports sponsorship marketing） Analysis of motivation, risk and marketing strategy of sports sponsorship marketing Sports sponsorship, sports events, enterprise brand, brand image, sports Abstract: sports sponsorship marketing is an important way to promote sports industrialization and enterprise socialization. This paper expounds the connotation of sports sponsorship marketing, analyzes the impact of sports sponsorship marketing on consumer psychology and behavior, and puts forward the corresponding strategies. Key words: sports sponsorship marketing risk strategy With the development of society and economy, the economic globalization, the popularity of sports, international sports events in China frequently held, Chinas sports industry booming, has gradually become a new economic growth point in the national economy. As a combination of sports and economy, sports sponsorship can promote the common development of sports and economy. How to make use of major sporting events, and through sponsorship of the event, enhance corporate image and brand, has become the focus of attention of many enterprises in China, more Chinese sports commercialization and industrialization provides a good opportunity. Connotation of sports sponsorship marketing Sports sponsorship marketing is an enterprise (Sports Sponsor) to provide funds, goods, technology or services to support sports resource owners, so as to obtain the title, patent rights, advertising or promotion of sports sponsorship activities as the center, and around the sponsorship to launch a series of marketing activities. The influence and social effect by means of sports resources, improve business visibility and reputation, enhance the sponsors brand image, to obtain the widespread affection and attention, create a favorable environment for the survival and development space for sponsors. Sports sponsorship is an important component of sports spons