Research On Current Simation And Developing Strategy Of Internet Marketing Of Sports Events In China

Along with the continuous growth of our economy, basic resources of Internet are getting richer and more varied. There has been a substantial increase in the number of IP address and international export bandwidth of the Chinese Internet. The rate of Domain Name, Website and Page Layout growth is above sixty pecent. By the end of 2007, the Netizen number has already attained 210,000,000, and increase by 53.3%. The size of the market of Internet economy is $34.46 billion in the previous three quarters of 2007, and has already exceeded $33.51 billion of the gross value in 2006.On this foundation, Internet market of sports events gets a development gradually. The Olympic Games and the World Cup has already become the model of Internet marketing of sports events, also opening the age of Internet marketing of sports events in China. The BOCOG authorizing Sohu.com Inc. as the official sponsor of Internet content services for the Beijing 2008 Olympic Games in 2005, and SOHU will construct and operate the official BOCOG website; during the 2006 FIFA World Cup in Germany, each portal has invested a great deal of capital in developing Internet market of the World Cup, and be rewarded with paramount benefit at the time of founding the innovative model of "Marketing and Payoff".at the end of 2006, the FIFA authorinzing Tencent Inc. as the exclusive Official Internet Services Provider and instant messaging provider for the event. Voluminous facts indicate that Internet marketing of sports events has already rised and headed for maturity gradually.In order to put forwards relatively complete theoretical reference and promote further maturity and improvement of Internet market of sports events, the thesis analyses the current situation and marketing strategy of Internet marketing of sports events in China, put forwards some relevant countermeasures,by using the methods of literatures, comparison study, logical analysis, case study, interviews with experts.Reasearches show that Internet is the second channel of information and the age of Internet marketing of sports events has been already come in China; events executive, Internet medium, corporation constitute three main body, and the relation between the three of them is close and distinguishable. Internet marketing activity of sports events is still in the early stage, attended by many problems such as lacking in consciousness, shorting on funds and lacking of human resources; being restricted by the objective factors including network technique, copyright, virus and so on; improving mode and developmental technique of Website; absence of laws and regulations; falling short of exoteric degree of rights and interests and so on.Hereby, we put forward some homologous suggestions and countermeasures in such aspects: (1) Strengthening the realization of internet marketing, recruiting talent, looking for partners, taking the preemptive opportunities; (2) Setting up an early-warning mechanism and solving abrupt affairs effectively; (3) Expanding channels of income, creating the new marketing mode of business; (4) Opening the market of rights and interests, enhancing the commercial and marketable degree; (5) Increasing technical ability, perfecting Website function, enriching marketing strategies and skills of developing webs, enhancing competitive ability; (6) Perfecting construction of policy and laws, ensuring healthy and orderly activities development of Internet market of sports events.