【摘要】 在西方国家,企业都非常热衷于体育营销,关于体育营销理论的研究也异常活跃。反观我国情况,体育营销早已开展多年,尽管取得一些成就但问题也颇多。理论研究相对滞后,有关方面的专著或学术文章至今未曾面世。本文拟就体育营销的功能、目的,体育营销在中国的演进轨迹和目前我国体育营销中存在的问题作一探讨,同时提出对策建议。更多还原

【Abstract】 In western countries, sports marketing is very popular and the theoretical research on it is brisk On the contrary, although sports marketing has been conducting for many years, there are quite a lot of troublesome problems. Meanwhile, the theoretical research on sports marketing in China was lagged. Monographs or academic articles on it haven抰 been seen so far. In this article, the author discussed the implication, objective of sports marketing the development of sports marketing in China And also pointed out the problems and put forward his own suggestion.更多还原