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- W2364305254 abstract "As a sports marketing resource,mass sports industry ushers in a new road full of development opportunities and makes more space for development. Meanwhile,it puts forward higher requirements for the field of sports marketing. This research chose sports marketing,integrated marketing,corporate social responsibility as theoretical basis,and used methods of literature consultation,case analysis and logical analysis. The subjects of this paper are both domestic and foreign sports brands which used mass sports as sports marketing resource. Under the guidance of integrated marketing communications theory,enterprises' marketing effectiveness showed several characteristics including higher precision of the target audience,achieving two-way communication between businesses and consumers,combination of traditional media and new media and various forms of marketing features. This paper drew several conclusions. Firstly,good public relations is the basic guarantee for public sports marketing.Secondly,good media resouces combination can maximize the dissemination effects. Thirdly,focusing on integration of the internal and external resouces of enterprises can maximize the marginal benefit. Fourthly,various marketing forms should be integrated together to achieve innovative marketing idea." @default.
- W2364305254 created "2016-06-24" @default.
- W2364305254 creator A5047446849 @default.
- W2364305254 date "2013-01-01" @default.
- W2364305254 modified "2023-09-26" @default.
- W2364305254 title "Research on Mass Sports as Sports Marketing Resource Utilization from the Perspective of Integrated Marketing" @default.
- W2364305254 hasPublicationYear "2013" @default.
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