菏泽学院学报

研究指出,奇瑞汽车企业通过借助2008年北京奥运会、赞助体育赛事、参加汽车竞技赛事和邀请体育代言人的策略进行体育营销,取得了一定成绩.其体育营销存在的问题是:体育营销短期性,营销策略简单化;汽车品牌形象与体育赛事精神对接和定位有偏差;后续配套资金投入和宣传辅助跟进工作重视不够;缺乏对体育营销风险的评估.

The study pointed out that during the 2008 Beijing Olympic Games Chery Automobile,by the means of sponsoring sports events,participating in the auto sports event and inviting the sports spokesperson strategy sports marketing,has made some achievements.But it also has some problems such as: the short-team of sports marketing;the simplistic strategy of marketing;the deviation of car brand image and the spirit of sports events;the neglect of follow-up supporting funding and publicity-assisted follow-up work and the lack of risk assessment of sports marketing.