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中文摘要：
从分析体育营销的基本内涵与运行机制入手，探讨了体育营销的传播特性，并对体育营销与传统营销进行比较，认为体育营销是建立在传统营销管理的基础之上，对传统营销管理中基本原理、理论和模型的继承、改良和创新；最后，结合价值创新理论，提出了基于价值创新的体育营销管理策略。
英文摘要：
This paper has made an analysis on the basic connotation and operational mechanisms of sports marketing, discussed on the propagation characteristic of sports marketing and compared sports marketing with traditional marketing. The author put forward to that sports marketing has been established on the basis of traditional marketing, sports marketing is the inheritance and improvement and innovation of traditional marketing in the basic principles, theory and mode. Finally, it has put forward the sports marketing management strategy based on value creation theory.
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