The Research On The Strategies Of Chinese Enterprises Sponsorship On Sport Events

Since the 2008 Olympics, Chinese enterprises have gained more attention than ever on their sports events sponsorship. As a result, the immaturity of their sponsorship still lasts in many aspects, especially in the form of enterprises'sponsor strategies. With the methods that including literature review, expert interview, case study, comparison analysis, logic analysis and on-site inspection, this thesis discussed the sponsorship strategies of the enterprises at home and abroad, described the relationship between the stakeholders in detail, the sponsor and the sports event, classified the domestic sports events sponsors in three types. Four fundamental rules were proposed as to develop a framework to describe the process of sport sponsorship strategy making:the Strategy, the Tactics, the Innovation and the Practicality. The author held the point of view that in order to make a effective strategy for the sports event sponsorship, a clear series of objectives must be set and meanwhile the sponsor target should be chosen properly by comprehensive and overall analysis of both internal and external environment.The paper studied two typical cases of Chinese and foreign enterprises' sponsorship during the 2008 Beijing Olympic Games, with the framework of the four basic rules of strategy, explained their success in the sponsor strategy. Followed by a thoroughly analyzing of these two sponsors'strategies and the environments inside and outside the enterprises that would influence the sponsorship results, the writer concluded 3 inspirations on how to make successful sport event sponsorship strategies for Chinese enterprises sponsors. First of all, the domestic enterprises, especially the state-hold monopolistic companies, needed to hold a much more positive attitude on sport sponsorship to maximize their sponsor marginal profit; To be follwed, Chinese sponsors should practice the sponsor behavior more as long-term marketing investments rather than short-term comercial activities; Further more, Chinese enterprises must understand sports sponsorship completely and make practical and proper sponsor strategies based on the analysis of their own environments and situations and should not be short-sighted for the short-term profits.