从赞助行为看企业在高校的营销策略

大学生是社会消费群体中的一个特殊群体，因此企业在高校内的营销方式应该考虑到这一群体的特殊性。高校内各种社团与活动的开展需要社会中企业的赞助，而赞助可以使企业提高知名度，获得潜在的利益，这使得企业与学生可以以一种更紧密的方式联系在一块，并实现二者的双赢。本文以企业对高校活动的赞助为切入点，探讨不同类型企业在高校中营销的营销策略及其效果。

A Study on Enterprises’Promotion Strategies in Institutions of Higher Learning from the Perspective of Sponsorship

A Study on Enterprises＇ Promotion Strategies in Institutions of Higher Learning from the Perspective of Sponsorship DENG Chengyu LAI Zhejia （School of International Trade and Economics, UIBE, 100029） Abstract： College students are a very special consumer group. That＇s why enterprises should consider their unique features when marketing in colleges. As is known, many campus communities cannot operate without sponsorship, and sponsorship can gain enterprises fame as well as potential profits. Sponsorship combines enterprises and students together, and therefore becomes a win-win method for both. The research, from the perspective of sponsorship for colleges and universities, probes into different enterprises＇ promotion strategies used in these institutions of higher learning and tkeir effects.