Sporting Events Sponsored By The Shape Of The Corporate Brand Relationship

Into the 21st century, consumers in increasing brand awareness. With the global economy, more and more international brands to enter the Chinese market and the growing influence of Chinese consumer behavior. Strong brand recognition in the majority of customers access to the enterprise, while also bringing a high profit return. According to research found that sports sponsorship is conducive to the establishment of a strong brand. Currently more and more sports marketing companies has been of concern and use. In the United States, 64% of consumers prefer to buy products that sports sponsors; in China, people paid more attention to sports events 70%, living first in the world. Meanwhile, according to statistics research shows that a business should improve its worldwide brand awareness, every 1% increase the awareness, need to spend 20 million U.S. dollars of advertising; and through large-scale sports events (such as the Olympics, Football World Cup, etc.), this awareness can be increased by 10%, while better economic benefits. For the Chinese enterprises in the domestic market has a strong competitive enterprises, through sports sponsorship marketing create a strong brand enterprises, enhance the competitiveness of the international brand, is worth trying.This article on sports sponsorship research, combined with the analysis of brand building. The basis of previous research, marketing, sports sponsorship proposed mechanism for shaping the corporate brand and influencing factors, through case analysis method proposed theory was validated.This article uses a literature study, presented sports sponsorship brand marketing in shaping the impact of factors: sponsorship target, media, sponsors duration, degree of audience involvement and produce a joint sponsor and sponsor risk of parasitic marketing. Through case study of Beijing Olympic Games, the validation of these factors on the sports sponsorship marketing brand of enterprise by a greater impact, enterprises in developing sports sponsorship, if not handled properly, will by the positive impact of the negative effects into.Parasitic marketing, marketing risk arising from the performance at the Beijing Olympics in obvious and large enterprises to effectively prevent its. Finally, according to research findings combined with the facts and current situation of Chinese enterprises put forward proposals on sponsorship marketing. In the case of the Beijing Olympics in sports sponsorship, for example, by three authoritative and well-known market research agency of the Olympic sports sponsorship marketing research data as a basis for sponsorship of the Olympic sponsors effect of the profile. Through the Beijing Olympic Games sponsor brand value choice, the sponsor brand value communication and sponsors three sports marketing impact assessment analysis of the effects of its sponsors found, 1, Olympic sports, including marketing, marketing must uphold for a long, long-term investment in order to achieve results; 2, Olympic sponsors do not have good use of their strengths and their competitors to make a strong distinction between the impact of sales by the parasitic; 3,2008 Beijing Olympics sponsors did not reach the people spreading effect satisfactory extent, and not well communicated to consumers, leading to recognition rate is very low, mainly through analysis of media advertising and sponsorship in place an unreasonable choice of objects.