Advanced marketing conceptions such as matches marketing, sponsorship marketing, sports star marketing, experience marketing have been adopted by the sports enterprises in the practice field.

• 显然，传统的地理细分、人口统计等细分已经远远落后于体育营销实际，不再能有效地指导营销策略的制定，体育研究学术界亟待建立一种从消费者深层心理需求出发而构建的体育市场细分模型。