陈日升 牛丽丽 汪娴

摘 要：通过对国际一流体育品牌耐克和国内顶尖体育品牌李宁品牌营销中，篮球元素应用情况进行分析和比较，发现两家企业在选择代言的篮球明星、赞助的组织和赛事、举办的篮球主题活动呈现较大差异，李宁的营销策略选择未能形成良好的品牌效应。建议国内体育用品企业在篮球明星和活动元素营销中要以长远眼光打造品牌；深挖球星品牌价值，注重篮球显性元素的产品个性化设计；增强明星影响力转化为品牌效应的能力以及在篮球品牌营销活动中选择稳定的营销策略，加强活动的连续性和关联性，形成品牌持续效应。

关 键 词：体育经济；品牌营销；篮球元素；篮球明星；赛事赞助；体育用品企业

中图分类号：G80-05 文献标志码：A 文章编号：1006-7116（2016）05-0030-05

Abstract： By analyzing and comparing the circumstances of application of basketball elements in the brand marketing of Nike， a world first-class sports brand， and Li Ning， a topnotch sports brand in China， the authors found that there were significant differences between the two enterprises in terms of basketball start endorsements selected， organization and games sponsored and basketball theme activities held， and that Li Nings marketing strategy choices failed to form a good brand effect. The authors suggested that in basketball start and activity element marketing， sports goods enterprises in China should build up their brands from a long-term perspective， dig deep into the brand values of stars， value the personalized design of products with a dominant basketball element， enhance the ability to turn star influence into a brand effect， select stable marketing strategies in basketball brand marketing activities， strengthen activity continuity and relevance， and form a sustainable brand effect.

Key words： sports economics；brand marketing；basketball element；basketball star；game sponsorship；sports goods enterprise

体育营销是指“把营销原理和过程专门运用到体育产品和那些借助于体育来营销的非体育产品上”[1]。目前，体育营销活动开展的好坏已经成为体育用品企业成败的关键，许多体育用品企业因其而闻名全球[2]。“品牌”是一种识别标志、一种精神象征、一种价值理念，是品质优异的核心体现[3]。品牌是企业和产品的象征与代表，品牌营销决策是否正确、营销活动设计是否科学、品牌营销活动是否得力等都是决定企业经营成败之关键[4]。体育用品企业也不例外，品牌已成为体育用品企业在市场竞争中生存和发展的基石，也是企业核心竞争力的根本体现，而打造国内外知名品牌已成为国内体育用品企业今后的发展之路[5]。……