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:10012747(2008)0320008204:A:G80-05;G895X(,300222):,,,,;,,:;;;StudyontheOperationalMechanismandValueCreationofSportsMarketingLIANGQiang(TianjinUniversityofFinanceandEconomics,Tianjin300222,China)Abstract:Thispaperhasmadeananalysisonthebasicconnotationandoperationalmechanismsofsportsmarketing,discussedonthepropagationcharacteristicofsportsmarketingandcomparedsportsmarketingwithtraditionalmarketing.Theauthorputforwardtothatsportsmarketinghasbeenestablishedonthebasisoftraditionalmarketing,sportsmarketingistheinheritanceandimprove2mentandinnovationoftraditionalmarketinginthebasicprinciples,theoryandmode1Finally,ithasputforwardthesportsmarket2ingmanagementstrategybasedonvaluecreationtheory1Keywords:Sportsmarketing;operationmechanism;propagationcharacteristic;valuecreation,,?11978,:(marketingofsport)(marketingthroughsport),,,,,,,:(1):;(2),(sponsorship)(eventimage)(brandimage);(3),,,,,,,,,,,,,(1)[1]()(),(),(Consumer)(Competitor)(Company)(Climate),4C4C,,,8JOURNALOFXIANPHYSICALEDUCATIONUNIVERSITYVol125No13May200825320085X:2007212224;:2008202220:(70572067):(19772),,,,,,(Product)(Price)(Place)(Promotion),4P,,(2)122211;;,,,,,,,,,,[3]:(1)[4],,(2)[5](3);;,,(4),212,,,,(),19992130,6,[2],,(1),,,,:(1),,,,,,925:31,,(),,(2),,,,,,,,,(Visa)1,12,,3,43311,W1(W1ChanKim)(ReneeMauborgne)1997:,,,,,(2)[6]W1(W1ChanKim)(ReneeMauborgne)(2005),,,,,,(redoceanstrate2gy;ROS),[7],2,,,;,,,,01325312,,,(3),,331211,,,,,,,2002,,,,,;;,31212,2006,2008,,,,,,,(),,Asda2002,,,AsdaOdeon,,Odeon,31213,,,,,,,,,,,,,,,31214,,,,,,,;,;,,,,,,:[1].[D].:,2004.[2],.[J].,2006,13(1):30232.[3],,.[J].,2005,25(5):35238.[4],.[M].:,2002:79280[5]PhilipKotler.AFrameworkforMarketingManagement[M].:,2002:72.[6]KimWC,MauborgneR.ValueInnovation:TheStrategicLogicofHighGrowth[J]1HarvardBusinessReview,1997:1032112.[7]W,.[M].:,2005,(5):992107.1125:3