体育营销探悉（Study on sports marketing）.docVIP

体育营销探悉（Study on sports marketing） There is no doubt that sports are playing a more and more important role in todays social life. With the popularization of television and the progress of communication technology, it has broken the time and space limitations of sports competitions, greatly enhancing the influence of sports on society. According to the survey, around 3 billion 500 million people around the world watched the broadcast of the 1996 Atlanta olympics. In 1998, France held the World Cup soccer tournament, has won the global 4 billion audiences favor. 2002, Japan and South Korea world cup is the focus of world attention. Shrewd businessmen have long recognized the opportunities behind the sports, with sports events to carry out marketing activities can not only attract the attention of consumers, increase sales and profit target, more important is to enhance the sports advocated impartiality and fairness can make manufacturers publicity and brand value to a higher level. Data show that in the 1988 Olympic Games, Coca Cola Co in promotional activities cost about $600 million, while in the world cup investment more than 250 million U. S. dollars. During the Olympic Games, Coca-Colas sales increased by 18%, and the world cup eve of the eve of the sales have increased by 326%, these are tangible gains, and the brand image, these invisible gains is beyond estimate. According to the survey, from June 10, 1998 to July 12th, the 32 - day World Cup in France is undoubtedly a carnival for fans all over the world. According to the forecast before the relevant data, watching the world cup audience will reach 4 billion people, in which 4 billion people, nearly l million fans and 64 games day and night. The global sporting events are full of potential business opportunities. Facing all kinds of international sports competitions, how can they be integrated with the international market? How to use the sports event of sports marketing, shaping the popular brand? This is a