联想集团国际市场体育营销策略及其启示

在“经济全球化”背景下，全球竞争正在加剧，如何进入海外市场并提高自己的国际竞争力已成为国内企业面临的重大课题。随着现代体育运动的飞速发展，体育营销愈来愈受到国内企业的重视。以联想集团为例，重点介绍了联想借助体育营销这一策略，实现中国企业在国际市场的腾飞。运用文献资料法、比较研究法等方法分析了联想集团体育营销所产生的效果，以及联想的体育营销给中国企业带来的启示，以期为中国企业的发展提供新思路和新角度。

Strategy and Enlightenment of Lenovo's Sports Marketing in the International Market

Under the circumstance of ＂economic globalization＂, global competition is becoming fierce. How to explore overseas market and improve international competitive abilities becomes a critical subject for Chinese enterprises. With the rapid development of sports, Chinese enterprises are putting more and more emphasis on sports marketing. This paper regarded Lenovo as an object and elaborated on how Lenovo use sports marketing strategy to reach its great achievements. By the research method of literature review and comparative analysis, the effect of sports marketing used by Lenovo was analyzed and the enlightenment from Lenovo＇ s experience was summarized with the aim to provide new ideas and new angle for Chinese enterprises.