从“奥迪青年音乐家计划” 看赞助营销的新趋势.doc

北京城市学院2011届毕业设计（论文）学生姓名：班 级： 专 业： 学 部： 指导教师： 二○一一年六月  从“奥迪青年音乐家计划” 看赞助营销的新趋势 From the Audi Young Musicians Project sponsored by the new trend of marketing 学生： 班级： 学号： 学部： 专业： 指导教师： 职称： 工作单位： 毕业设计（论文）完成时间： 自 年 月 至 年 月 赞助营销是指企业通过资助某些公益性、慈善性、娱乐性、大众性、服务性的社会活动和文化活动来开展宣传塑造企业形象和品牌实现广告的目的，从而促进产品的销售。国内企业在时，Abstract Marketing is an enterprise sponsored by funding some of the public welfare, charitable, recreational, public, service in social activities and cultural activities for advocacy, to shape corporate image and brand, to achieve the purpose of advertising to promote product sales. Domestic enterprises in advertising, most of the focus on the pursuit of short-term sensationalism, the brand hopes on a wider range of mass media communication, so sponsorship marketing enterprises in China at present has not been fully appreciated, but Audi vehicles such as large multinational companies that already have a fairly mature in the operation of the program. In this paper, comparative analysis, the type of advertising strategy from the start to Audi Young Musician Scheme, for example, multi-level analysis of the sponsorship marketing strengths, weaknesses and the status of Chinas corporate sponsorship marketing. Analysis of different enterprises by comparing the effect of sponsorship marketing, sponsorship marketing, which concluded with the advertising art features. Through our corporate sponsorship of the current marketing, sponsorship programs and advertising resources, the choice of the integration of the situation, further suggested that the enterprise should pay attention during the sponsorship marketing problems, and proposed their own marketing and advertising to sponsorship strategy insights. Keywords：Sponsorship marketing, new trends, Integrated Communicat