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摘要越来越多的中国企业的触角伸向世界，中国的产品开始陆续登陆异国他乡，国人为之骄傲。中国的GDP的总量突飞猛进，但是中国企业的核心竞争力和品牌文化竞争力总体还是偏弱。体育营销是提高企业品牌知名度的一条捷径，广州恒大地产集团经过几年的体育营销的运作，从前几年默默无闻的地产公司发展成为现在的与万科齐名的地产巨鳄。本文主要是先介绍了体育营销的基本内涵，然后是国内外关于体育营销的相关的理论的概述，以及分析体育营销和传统营销模式的区别；恒大地产的体育营销过程；恒大地产集团体育营销成功之处。接下来的就是针对我国有些企业从事体育营销普遍存在的问题，进行分析，论述从广州恒大集团体育营销策略中得到一些启发。51564
毕业论文关键词：广州恒大；体育营销；市场营销
Guangzhou Hengda Real estate group of sports marketing
Abstract
Along with China's reform and opening up and the impact of market economy, the domestic productivity soared, the rapid development of economy. More and more Chinese enterprises began their tentacles into the world, Chinese products began to visit a foreign country, make Chinese people proud. However, although the total Chinese GDP make a spurt of progress, but the Chinese enterprise's core competitiveness and brand culture competitiveness is still weak. Sports marketing is a shortcut for enterprises improve brand awareness. Guangzhou Hengda Real estate group after several years of operation of sports marketing, the past few years, unknown to the public real estate companies become now with Vanke famous real estate na. This paper mainly introduces the basic connotation of sports marketing and it is superior to the traditional marketing means, there are about sports marketing related theories at home and abroad overview. Hengda Real Estate sports marketing road, Hengda Real Estate Group Sports Marketing success. The next is for some of China's enterprises engaged in sports marketing problems, analysis, some good reference Guangzhou Hengda Real Estate given for other enterprises to reduce interference of some misunderstandings in sports marketing.
Keywords: Guangzhou Hengda; sports marketing; marketing
目录
0 引言1
1 体育营销概念的界定2
1.1 体育营销的内涵2
1.2 体育营销的意义2
1.3 相关理论概述3
1.3.1国外相关实践和理论3
1.3.2国内相关实践和理论4
2 广州恒大地产集团体育营销的研究5
2.1 广州恒大地产集团体育营销的概况5
2.1.1 营销过程5
2.1.2 营销效果6
2.2 广州恒大地产集团体育营销的成功之处7
2.2.1选择合适的体育营销切入点7
2.2.2成功的明星营销7
2.2.3情感营销7
2.2.4借鉴地产行业的成功之处7
3恒大地产体育营销对国内其它企业的借鉴........................8
3.1 国内企业从事体育营销存在的问题8
3.2 恒大地产体育营销可借鉴之处8
3.2.1体育营销需要企业制定一个长期规划9
3.2.2重视和媒体的合作10
3.2.3要重视情感营销11
结论13
致谢14
参考文献15
广州恒大地产集团体育营销的研究
0引言
分析体育营销不长发展过程，当今各大知名公司的品牌几乎都涉足其中。三星，可口可乐，更是借助奥运会等国际赛事登上行业之巅的。体育赛事成就很多世界级企业的梦想，很多企业通过大型的体育赛事，在世人面前树立了良好的形象，打造了良好的品牌。