体育营销是目前营销学中最前沿的营销手段之一。尤其当下伴随着体育产业的迅速崛起,体育营销得到越来越多的企业关注与重视。本文主要分析了体育营销的内涵和特征,并指出了体育营销中存在的问题,最后总结出体育营销的相关应对策略,以促进企业营销活动和体育产业更好地发展。 Sports marketing is one of the most advanced marketing methods in marketing. Especially at the moment with the rapid rise of the sports industry, sports marketing has been more and more business concerns and attention. This paper analyzes the connotation and characteristics of sports marketing, and points out the problems existing in sports marketing. Finally, it summarizes the relevant strategies of sports marketing to promote the marketing activities of enterprises and the better development of sports industry.