China brand sports marketing road map.docVIP

 PAGE \* MERGEFORMAT 23 China brand sports marketing road map ‘Sport has the power to change the world! ‘‘ Sports marketing ‘, has the power to change the brand. Only a marketing strategist who leads the way in order to truly lay the ‘Sports marketing’ card. ‘Sports marketing’ is a fulcrum of Chinese brands, with the fulcrum, we can leverage, China’s hundreds of thousands of consumers. Because it only makes China the brand giants, have the marketing targeting the ‘Sports’: Obtaining sponsorship of the Beijing 2008 Olympic Games qualification under the premise of the success of Tsingtao Brewery sponsored the Torino 2006 Olympic Winter Games, March 25 also successfully sponsored the amp;quot;2006 Xiamen International Marathonamp;quot;, and in 2006 as the Olympic marketing initial year, beginning the Tsingtao Brewery big screen sports marketing; Yili milk, China Mobile, Lenovo, Shanghai Volkswagen. . . . . . All of this seems to herald a new round of ‘sports marketing war’ began. Is it, ‘sports marketing’ is only a new round of competitive marketing exercise? Its relationship with the channel for the past war, end war and the price wars, like, just do business in the short-term behavior? It is not likely to become the firm’s strategic behavior, long-term behavior? I. China ‘sports marketing’ Two Mistakes 1, ‘sports marketing’ = sponsorship advertisements, short-term behavior: China is now many companies have stayed at through ‘sports marketing’ to promote the stage, in which two of the most commonly used strategy of bombing and a huge lottery advertising. In China, several hundred million sponsorship fee can be finalized within 23 days, despite the company’s high-level of this sport or sports stars are not aware of the story behind, known simply as ‘we all know that sports marketing in very good shape’ . Chinese enterprises regard the ‘sports marketing’ as a short-term behavior. In fact, sports marketing is strategic behavior, and only long-term adheren