体育营销与珠江啤酒国际化发展战略-体育学刊.pdf

第 16 卷第 7 期 体 育 学 刊 Vol.16 No.7 2009 年 7 月 Journal of Physical Education J u l . 2 0 0 9 体育营销与珠江啤酒国际化发展战略 9 陈小英 （广州体育学院体育新闻与传播系，广东 广州 510500 ） 摘 要：对珠江啤酒体育营销实践存在的问题进行分析，并对珠江啤酒借助体育营销实施国 际化战略的必要性、可行性作了论证，提出具体对策：夯实国际化基础，构建国际化体育营销网 络体系；加快技术创新，提高产品国际竞争力；丰富体育营销的手段；加强体育营销的风险管理 和危机公关；做好体育营销的效益评估；统筹规划，搞好整合营销。 关 键 词：体育营销；珠江啤酒；国际化发展战略 中图分类号：G80-05 文献标识码：A 文章编号：1006-7116(2009)07-0042-04 Sports marketing and strategies for the development of internationalization of Pearl River beer CHEN Xiao-ying （Department of Sport Journalism and Communication，Guangzhou Sport University，Guangzhou 510500，China ） Abstract: The author analyzed problems existing in Pearl River beer sports marketing practice, demonstrated the necessity and feasibility of implementing strategies for the internationalization of Pearl River beer by means of sports marketing, and put forward the following specific measures: solidify the foundation for internationalization; establish an internationalized sports marketing network system; speed up technical innovation; boost the interna- tional competitive power of the product; add sports marketing measures and means; strengthen sports marketing risk management and crisis handling; evaluate sports marketing effects; make plans in a unified way and carry out inte- grated marketing. Key words: sports marketing ；Pearl River beer ；strategies for the development of internationalization 当下，全球化已经成为不可阻挡的事实和趋势， 人均创利税最高的企业。近年来，珠江啤酒还出口到 资本全球流动，市场全球开放，技术全球扩散。入世