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

摘要: 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) 坚持长远的战略布局；2) 注重价值观输出；3) 多模式营销，线上线下结合；4) 增强产品背后的技术支撑。

Abstract: 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) Adhere to the long-term strategic layout; 2) Export values; 3) Multi-mode marketing, combination of online and offline; 4) Improve the technological content of products.