E-Commerce Letters 2024
品牌国际化视角下的中国体育营销——以卡塔尔世界杯上四家中国赞助商为例Chinese Sports Marketing from the Perspective of Brand Internationalization—A Case Study of Four Chinese Sponsors in the Qatar World Cup
DOI: 10.12677/ecl.2024.133593, PP. 4831-4838
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Keywords: 品牌国际化，体育营销，卡塔尔世界杯Brand Internationalization, Sports Marketing, Qatar World Cup
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Abstract:
2022年的卡塔尔世界杯上，四家中国赞助商通过一系列行之有效的体育营销行为，获利颇丰，并加速了自身的品牌国际化进程。本文以此为案例进行分析，总结了以下四种体育营销策略以推动品牌国际化：1) 采用长期的营销战略；2) 输出价值观；3) 提高产品的科技含量；4) 坚持线上线下相结合的营销策略。
At the 2022 World Cup in Qatar, four Chinese sponsors profited from a series of effective sports marketing moves and accelerated the internationalization of their brands. This paper analyzes these cases and summarizes the following four sports marketing strategies to promote brand internationalization: 1) Adopt long-term marketing strategies; 2) Export values; 3) Improve the technological content of products; 4) Adhere to the combination of online and offline marketing strategy.
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