《赞助营销策略研究》【毕业设计论文】.docVIP

PAGE PAGE II 毕业论文 赞助营销策略研究 学 院： 管理与经济学院 专 业： 姓 名： 指导老师： 市场营销 学 号： 职 称： 高级工程师 中国·珠海 年 五 月 赞助营销策略研究 摘 要 随着经济的不断发展，技术的不断提高，市场上的商品越来越多，竞争越来越激烈。在市场上让自己的产品在众多的商品上突显出来，用最小的成本把自己的品牌知名度有效地提高显得犹为重要。然而现在传统的广告已经是做不到了。一种新兴的营销策略，赞助营销正在蓬勃兴起。企业赞助是当今全球发展最快的营销形式之一，赞助营销也是当今商业营销探讨的重点。据统计，全球赞助市场金额每年以40%的速度攀升，中国的各种赞助活动一浪高过一浪。但赞助营销相关的理论并不多，其理论体系不完善，没有一个系统的架构。因此，我选择赞助营销为题，对其进行研究，希望对赞助营销理论能进一步完善、梳理。 本文以市场经济理论为指导，运用经济学、管理学和市场营销学的基本理论，结合运用了赞助营销策略的企业的实际情况，并借鉴张春健以及陈声柏等人的研究理论成果，从赞助营销的相关理论、策略方法以及在实施过程应注意的事项等方面并融合案例说明，对赞助营销进行了探讨、研究，梳理了赞助营销的含义、特征、基本原则以及类型，提出了赞助营销的应用策略和注意事项。 关键词：激烈竞争 赞助营销 研究理论 应用策略 Sponsorship Marketing Strategy Abstract With the continuous economic development, technology continues to improve, more and more products on the market, competition has become fierce. In the market for their products in many commodities have risen, with the smallest cost to their brand awareness and effectively improve the look still important. However, traditional advertising has now are unable to achieve. A new kind of marketing strategy, sponsorship marketing is booming. Corporate sponsorship is currently the fastest growing form of marketing, sponsorship marketing is the focus of todays business marketing. According to statistics, the global sponsorship market value by 40% per year rise in Chinas various sponsorship activities, wave after wave. However, the theory of marketing-related sponsorship is not much, its perfect theoretical system, not a systematic framework. Therefore, I chose the title sponsorship marketing, to study it, want to sponsor marketing theory can be further improved, comb. This will be the market economic theory as a guide, the use of economics, management and the basic theory of marketing, sponsorship marketing strategy combined with the use of the actual situation of enterprises, and learn Zhangchun Jian and Chen Sheng Bo, and others of theoretical results, from the sponsorship marketing relevant theories, methods and strategies in th