How to Sports Marketing.docVIP

 PAGE \* MERGEFORMAT 9 How to Sports Marketing With the advent of the 2008 Beijing Olympic Games, how to use the sports marketing world-class events to lay this card to go abroad in the international community to establish corporate image, devising a Chinese brand, is the local enterprises need to think and solve problems. Contrast local enterprises and multinational corporations marketing in the 2002 World Cup stadium on the performance of a few reflect on what we have proposed for our consideration. 2002 FIFA World Cup sales reflect business ● enterprises lack the long-term strategic planning, focusing on short-term goals, randomness is too strong Chinese enterprises lack a common problem in the marketing strategy is also reflected no doubt that when the international brands of large sporting events into the marketing strategy, becoming an integral part of brand building, and began to warm up the layout of several years in advance, our business is still mostly concerned about the momentary visibility and sales goals, often hastily launched, desperate. ● marketing strategy, a single, lack of innovation, there is no concept of Integrated Marketing Communication We can see from our statistics, Chinese enterprises are the most commonly used two strategies: advertising bombing and a huge draw. Play play to go or the old tricks, you do not bother to consumers will be bored, but generally do not have the effect of a single strategy for a good integration strategy. Sports marketing is a holistic act of integrating various marketing tools should be used. ● Chinese companies understand the consumer psychology and behavior are not deep, there ‘thankless’ phenomenon The most obvious is NICE, and vigorously promote the ‘Buy Nice get World Cup tickets’ activities, also produced several commercials, but he did not realize that buyers of their products are housewives do? ● awareness of intellectual property is weak, often using ‘sniper marketing’ approach Due t