【作者】 杜勇；

【导师】 吴永红；

【作者基本信息】 四川大学 ， 工商管理， 2007， 硕士

【摘要】 体育营销在本文中主要是指企业通过赞助体育赛事，与体育组织或体育明星合作，以及利用其他体育相关资源来进行营销活动。体育营销的价值在于帮助企业塑造良好品牌形象，从而更好的与消费者沟通，迅速打开市场。体育活动的全球化、商业化和娱乐化趋势给体育营销带来了庞大的客户群和更多的机会，而奥运会、世界杯、NBA、F1这些顶级赛事往往和世界上最优秀的企业联系在一起，也就是说，通过体育进行营销日益为众多企业采用。中国企业也在进行着体育营销的尝试，IT业的知名企业联想集团是其中的一个典型代表。本文以联想集团(LENOVO)体育营销为案例，研究非体育企业的体育营销策略。联想集团基于其国际化的发展战略，实施了国际化体育营销策略。联想集团的国际化体育营销策略是以奥运为核心，以其他热点体育元素为补充，采取赞助、合作等多种方式，通过整合营销传播，力求在相当长的时间内保持全球受众对联想的注意力持续、平滑的上升，其根本目的是帮助联想集团建立国际化品牌，加快其国际化战略的进程，最终提升其核心竞争力。自从联想集团成为全球奥运TOP赞助商以来，联想的国际化体育营销策略取得了阶段性的成功，也有一些令人质疑的问题。通过对这些成功经验和不足之处的分析我们得到一些关于体育营销策略的启示，体育营销策略要基于企业发展战略，品牌文化与体育精神的关联，注重整合营销传播，科学进行体育营销策略的规划。更多还原

【Abstract】 Sports Marketing means: marketing through sports activities.Sports marketing have its inimitable advantage due to the globalization force of sports activity. Generally, the best companies in the world have a deep relation with the top games such as Olympic Games, World Cup, Formula One and NBA. Marketing through Sports is a important strategy adopted by many successful corporation. Some Chinese companies, like Lenovo, are attempting to sports marketing. Through the researching on Lenovo’ s case, you can see how the non-sports companies acquire competitive advantage by the using of sports marketing.Lenovo’ s sports marketing strategy is based on its strategic goal of internationalization. The strategy is centered by TOP, Lenovo implement integrated marketing plan by sponsoring and cooperating with important sports games and stars. It can help Lenovo establish a global brand to accelerate its globalization strategy, and enhance its core competency with the progress of product and service quality, operational management and global brand marketing.The degree of brand recognition has increased by 21% from the time Lenovo joined the TOP plan. The fact has proved that Lenovo achieved elementary success in practice of sports marketing. There is some inspiration to plan a feasible sports marketing strategy by analyzing on the case of Lenovo’ s sports marketing. Companies should pay more attention to these aspects: Brand Position, sports marketing mode, integrated spreading, marketing budget and sports marketing management.更多还原