【摘要】 近年来,体育赞助正日益成为企业促进发展和获得消费者认同的营销沟通工具之一,在全世界范围内被广泛应用。文章从国际体育营销的理念变化出发,从企业赞助体育的角度切入,以赞助目标为核心,探讨企业达成赞助目标的策略。更多还原

【Abstract】 In recent years, sport sponsorship is gradually becoming a tool of stimulating corporate development and obtaining consumer commitment, which has been widely used by international companies. Starting from the environmental changes of international sports marketing, the article explores the strategy to accomplish sponsorship objectives.更多还原