体育营销具有三个方面的涵义:从体育产业方面来讲即如何更加深刻而有效地推进体育产业化和市场化,使之逐步具有自我发展、自我完善的运行机制而成为独立的运营体;第二是从企业方面来讲,将体育活动和体育赛事作为一种促销手段或形象背景,利用冠名、赞助等形式,通过所赞助的体育 Sports marketing has three meanings: from the perspective of the sports industry, how to promote the industrialization and marketization of sports more profoundly and effectively, so that it can become an independent operation entity gradually with self-development and self-improvement operating mechanism; The second is from the business side, the sports and sports events as a promotional tool or image of the background, the use of titles, sponsors and other forms, through sponsored sports