论体育营销与品牌国际化-企业管理专业论文.docxVIP

贵州大学硕士学位论文 贵州大学硕士学位论文 论体育营销与品牌的国际化 论体育营销与品牌的国际化 III III I IV 论体育营销与品牌的国际化 中文摘要 随着国际市场竞争日趋激烈，发展品牌国际化战略已成为各国企业共识。而 体育营销正是品牌国际化的重要营销手段。 本文从研究背景入手，采用以规范为主的研究方法，首先介绍了体育营销的 理论，界定其基本概念，总结其形式和价值。接着论述了品牌国际化的理论，对 品牌和品牌国际化的概念进行了界定，并对品牌国际化的模式和经营作了多角度 分析，之后论述品牌国际化的进入方式，并研究品牌在进入国际市场过程中可能 出现的环境和品牌自身的障碍问题。最后，通过对企业品牌国际化体育营销的现 状和问题解析，采用规范研究、比较归纳分析和 STP 分析等方法对企业品牌国 际化体育营销进行了战略研究，并探讨了相关的实施策略。在策略的最后部分， 研究了相关的效果评估方法。 希望本文的研究结论能够为我国企业在制定品牌国际化体育营销战略时，提 供一些理论和实践参考。 关键词：体育营销，品牌，品牌国际化，战略，策略 分类号：F273.7 Discussion on Sports Marketing and International Branding Abstract With increasingly fierce competition in the international market, developing the strategy of international branding has become a consensus of enterprises in all countries. And the sports marketing is the right crucial marketing measure of international branding. This paper, starting from the research background, adopting formal research method based, first introduces the theory of sports marketing, to define its basic concepts, summarizes the form and value. Then it discusses the theory of international branding, defining the concepts of the brand and international branding, making a multi-angle analysis to the model and operation of international branding. After that, the paper discusses the entry mode of international branding, and studies the possible environmental and its own brand barriers in the course of brand entering the international market. Finally, through considering the status quo and existing problems of sports marketing of enterprise international branding, using the methods of formal research, comparative analysis, inductive analysis and STP analysis, this paper raises strategic studies to the sports marketing of enterprise international branding, and explores the implementation of related strategies. In the last part of the tactic, the relevant evaluation methods of effects are analyzed. The author hopes the conclusions of the study can provide some theoretical and practical reference for our enterprises, when