从体验营销的视角谈体育赛事助力运动品牌的建设

摘要

The reason why high-quality sporting events are able to attract the new customers' attention as well as to improve the old customers' loyalty lies in that sporting events have become the main venue and front where differentiated and individualized marketing strategies could be implemented, and sports brands could be built. With the improvement of people's livelihood, experiential economy has turned into a leading model of economic development, and because of sporting events' effective role as embodiment of the model, it is worthwhile considering how the sports brands building could be enhanced under the assistance of sporting events from the perspective of experiential marketing.%高质量的体育赛事能够在短时间内提高新顾客的注意力,提高老顾客的忠诚度.究其原因在于体育赛事是实施差异化、个性化营销策略的主渠道,进而成为打造运动品牌的主阵地.随着人们生活质量的提高,体验经济成为一种经济发展的先导模式,而体育赛事成为发展这一模式的有效载体.因而,如何从体验营销的视角借助体育赛事推动运动品牌的建设值得思考.