Research On The Enterprise’s Marketing Strategy Of Sports Events Based On Social Media

China has witnessed its huge changes since1978when china’s reform and opening-uppolicies came into force. With the development of national economy, the governmentencourages the promotion of tertiary industry and pepole’s sports consciousness havebeen built. Therefore, sports events has become a new economic growth points and ahot topic of people’s social life. What’s more, many companies consider using sportsevents to conduct marketing activities as a good choice of brand image shaping andmarket information sharing.Using the internet to carry out marketing activities has alsobecome an impact way of doing modern marketing activities.After the appearance of social media which changed the way of informationdissemination online, more and more Internet users become the center ofinformation-technology industry and have much more channels of passing on messagesface to face. With the mushroom development of social media, marketing activitiesof sports events should also keep in step with the times and take the initiative infinding the proper marketing strategy.This study takes the enterprise’s marketing strategy of Sports events based on socialmedia as the research object, based on the current development situation, the overallsituation in sports marketing development by literature survey method, interviewmethod, case study method, expert consultation method and other researchmethods.nowdays,the enterprise’s marketing methods are sports sponsors and eventmarketing.Then the paper make a summary that its limits are concepts behind and lackof integrity marketing strategy.Moreover,the paper analyse what the social media is and what its features are. socialmedia is a platform aiming at giving users chances to participate in matches andinteract with them based on the Internet. The paper take the social media of LondonOlympic Games and the application during Shanghai International Matathon forinstance, analyzing the appication of microblog, wechat and social websites in thesports marketing.At last, the paper futher explains the marketing strategy of sports events based onsocial media and two common application skills of marketing tools related with socialmedia in order to provide more accurate marketing strategy and suggestions for somerelevant marketing staffs.This paper draws the following conclusion:First,Enterprises make sports marketing of sports sponsorship and event marketing.To obtain the official sponsor, relevant support resources and rights to carry out onlineand offline a series of related events marketing activity is the main way of enterprise tocarry out the event marketing. Not qualify as sponsored enterprises will choose aningenious opportunity to impress the media and the audience’s attention.Second,internet media can not sharetheemotionwiththeaudienceimmediately.Third,problems existing in the enterprise’ sports marketing include concept behind,embodied in the marketing theory, simple extensive marketing way, low degree ofspecialization. At the same time, the event marketing strategy and the enterpriseoverall strategic planning fit is not strong, and event marketing activities to rely too much on television exposure, failed to accurately detect the Internet is become a veryimportant channel for the audience to attach the sports events.Fourth,the form ofmarketingbasedonsocial mediaareweibo wechat andSNS.Consumers on weibo are more sensitive to price concessions,consumers onwechat pay attention to providing personalized service content.