康宝莱公司体育营销策略研究.doc

经济管理学院 2012 届本科生毕业论文(设计) 本科生毕业论文(设计) 题目: 康宝莱公司体育营销策略研究系部经济与管理学院学科门类经济学专业经济学学号 0806111027 姓名叶露露指导教师翟光红 2012 年 5月 4日装订线经济管理学院 2012 届本科生毕业论文(设计) 康宝莱公司体育营销策略研究摘要随着社会的进步, 各行各业的竞争压力逐渐加大。越来越多的品牌企业逐步认识到: 理智的消费者拥有自主选择权, 他们在享受产品提供应有的各种功能的同时, 更希望从产品中得到生动的感性体验。近些年, 愈演愈烈的体育营销恰恰以其特有的公益性、互动性和成本效益优势成为消费者和商家共同青睐的品牌传播方式。企业为自己制定合适的营销战略已成为企业市场营销的当务之急。康宝莱公司自成立以来, 一直注重走好体育营销这条营销战略之路。首先, 论文从体育营销的起源以及国内外发展现状来具体阐述体育营销的相关概念和范畴, 接着, 引出康宝莱公司, 以他的体育营销的历程和效果为研究对象, 分析康宝莱公司选择体育营销的原因以及通过体育营销所能达到的效果。最后, 从上述成果中找出康宝莱公司体育营销中会面临的问题, 并将问题一一分析说明, 并提出相应的改进措施以及合理对策建议来解决以上的问题。关键词:康宝莱营销体育营销经济管理学院 2012 届本科生毕业论文(设计) A BSTRACT With the prog ress of society, petition of all trades and professions gradually increase pressure. More and more brand enterprises gradually realized: rational consumers have the option, they enjoy the products provide a variety of functions at the same time, the products get vivid emotional experience. In recent years, the growing sports marketing is precisely to its unique public welfare, interactions and cost-effectiveness advantage to e consumers and businessmen favored munication. Enterprises make their own suitable marketing strategy has e a pressing matter of the moment of enterprise marketing. Company since its inception, has been focusing on good sports marketing the marketing strategy of. First of all, the paper from the sports marketing and development status at home and abroad analyzes sports marketing concept and category, then, led to pany, sports marketing present situation and the results as the research object, pany pany causes as well as through and marketing can be achieved. Finally, from the above results find Herbalife sports marketing will be faced with the problem, and will issue one one analysis, and proposed the corresponding improvement measures and reasonable measures to solve the problems above, liv e. Key words: Herbalife marketing sports marketing 经济管理学院 2012 届本科生毕业论文(设计) 目录前言……………………………………………………………………… 1 一、体育营销的概述……………………………………………………… 2 (一)体育营销的概念………………………………