论文部分内容阅读
体育用品的品牌和行业地位通常与它所获取的体育营销资源成正比。面对中国奥委会这块“无与伦比”的营销资源,安踏选择了基于以领奖装备赞助权益为核心的整合营销。为此,安踏签约中国水上运动管理中心5支国家队。此后,又签约乒乓球世界冠军王皓和网球明星郑洁,并与中国赛艇队、中国乒坛一哥王皓、网球金花郑洁合拍了“这一刻,为中国”的亚运主题广告,制作了四个版本的TVC宣传片。近期在各卫视频道可见。
Sporting goods brand and industry status is usually proportional to the sports marketing resources it obtains. In the face of the “unparalleled” marketing resources of the Chinese Olympic Committee, Anta chose integrated marketing based on the sponsorship rights and interests as the core. To this end, Anta contracted China Water Sports Management Center 5 national team. Since then, the signing of Wang Hao, tennis world champion and tennis star Zheng Jie, and the Chinese rowing team, Wang Hao, a Chinese table tennis champion tennis, tennis Jinhua Zheng Jie at the “moment” for the Chinese "Asian Games themed advertising, Produced four versions of TVC commercials. Recently seen on all TV channels.