体育营销传播的价值解读与整合策略（Value interpretation and integration strategy of sports marketing communication）.docVIP

体育营销传播的价值解读与整合策略（Value interpretation and integration strategy of sports marketing communication） Value interpretation and integration strategy of sports marketing communication Author: Sun Xiaoqiang Abstract: in the traditional brand communication channels are becoming increasingly crowded and noisy, brand managers need to re search for effective ways of communication. As an important means of integrating brand marketing, sports marketing has been proved by many practices. In the analysis of audience psychology of sports marketing communication Chinese background, as well as the basis of sports marketing communication social value and marketing value, discuss the current Chinese sports marketing media environment, and puts forward the sports marketing communication strategy integration framework. Key words: sports marketing; communication; integration Today, sports marketing, as an important means of communication, has long been used by many large enterprises, and achieved good results. Classic like Coca-Cola and Pepsi Cola, Nike and Adidas, Kodak and Fuji In recent years, more and more domestic sports marketing companies, writing more and more big, from Sinopec, Lenovo, Haier and many other well-known brands began to hand in hand sports, opened a new way of brand communication. But what is the value of sports marketing communication under the background of Chinas specific transitional economic conditions? What is the current situation of sports marketing communication? This paper tries to put forward the integration strategy of sports marketing communication on the basis of answering the above questions. I. marketing value of sports marketing communication As traditional communication methods become increasingly crowded and noisy today, companies must look for opportunities outside the traditional media to reach consumers. In 2001, China won the Olympic bid, the 2002 World Cup China finished, and then F1 fell to china This series of large-scale sports events, so t