体育行销的4-1法则（The 4-1 law of sports marketing）.docVIP

体育行销的4-1法则（The 4-1 law of sports marketing） Abstract: with the vigorous development of sports, and the rise of the Olympic economy, through the sports marketing to enhance brand awareness, which has become many enterprises and entrepreneurs sought to focus in recent years, but the sports marketing must follow the 4--1 rule. Wen Wei, Chen Wei, Wang Li Sports marketing is one of the most worth learning and promotion of marketing means, with the vigorous development of the Olympic economy, sports gradually take the place of entertainment and culture, spirit and aesthetic characteristics of sports stars and sports undertakings, will enhance their brand visibility and reputation, to bring the ordinary emotional marketing Charm for products thus, close to the consumer. Sports marketing has become an inevitable choice for Chinese enterprises. Three puzzles of sports marketing Although the sports marketing can quickly enhance their brand visibility and reputation, but many enterprises in the selection of sports stars or sports events to, often superficial and one-sided pursuit of the concept of neglect between brand attributes and sports itself is not harmonious, so that the original brand attributes become blurred, causing internal injuries. Confused one: lack of brand strategy Our enterprises often attach importance to short-term goals only in brand management, they are too arbitrary and lack of long-term strategic planning. When Coca-Cola, McDonalds and other international brands to the large-scale sports events into the marketing strategy, to become the organic part of brand building, we more and more enterprises are still concerned about a target visibility and sales, to see the Olympic star or has a very eye effect of sports events, often hastily launched, throw the helve after the hatchet. Moreover, the lack of innovation in marketing strategy, monotonous, lack of integrated marketing communication concept, and real sports marketing is a comprehensive behavior, the n