摘 要

随着2008年北京奥运会的成功举办，体育产业作为新兴产业进入了快速发展的新时期。国际体育用品商看好中国巨大的市场潜力，将目光聚集在了这里。而国内体育品牌也期待能在中国入世后宽松的国际贸易环境中，立足中国市场，走向世界。为了在激烈的竞争中处于优势地位，他们采取各种营销策略。赞助作为体育营销中最具特色的营销手段，有着不可或缺的作用。不论是国外品牌进入中国市场还是本地品牌走出国门，体育产品的赞助营销都面临着巨大的文化差异。克服文化差异被认为是体育品牌国际营销成功的基石。
本文以跨文化营销理论和国际商务理论为依据，以内容分析和案例比较为研究方法，致力于探索文化差异中影响国内外体育品牌营销策略的因素，并分析成功的营销策略赢在怎样的价值理念。文章首先阐述了全球化环境下宽松的国际市场和体育行业现状，其次从跨文化营销的角度简要探讨了文化差异在跨文化营销中的表现形式及其影响，再提供李宁在美国市场的赞助营销和耐克在中国的赞助策略为案例，通过文化差异中显著影响营销结果的两大因素对案例进行比较，分析和研究，并阐明怎样实现成功的跨文化赞助营销。最后以本文研究结果为依据，为以李宁为代表的国内品牌更好地参与国际市场竞争提供建议和参考。

关键词：文化差异，跨文化营销，体育品牌，赞助

Abstract

With the success of the 2008 Olympic Games held in Beijing, as an emerging one, the sports industry has entered a new period of rapid development. An increasing number of foreign sporting goods manufactures turn their attention to China since they are optimistic about the promising market here. And domestic manufactures are looking forward to achieving their international brands building by taking the advantages of the free international environment that WTO provides. In order to occupy an advantageous position in the fierce competition, companies are adopting different marketing strategies. Sponsorship, the most unique and important means of sporting goods marketing and promotion, plays a very indispensable role in goods marketing. Both foreign and domestic sports brands are faced with enormous cultural differences in their overseas markets expansion. And it is commonly acknowledged that understanding and respecting cultural differences is a prerequisite in successful international sponsorship.
In this paper, cross-cultural marketing theory and international business knowledge are employed as theoretical foundation, and content analysis, case study are adopted as research methods. It focuses on cultural differences that affect sports brands’ marketing strategies, and marketing values that ensure successful sales. It first gives a brief introduction of the background of international environment and the current situation of sports industry; then from the perspective of cross-cultural marketing, it explains briefly the form and influence of cultural differences on global marketing. After that, it presents Li Ning and Nike’s overseas sponsorship marketing as cases, through analysis of future-oriented VS past-oriented, individualism VS collectivism theories in cultural differences to demonstrate how to make cross-cultural marketing a success. At last, it provides some suggestions and reference for Chinese companies’ international brand building based on the research of this research.

Key words: cultural differences, cross-cultural marketing, sports brand, sponsorship