The Six East Asian Games Marketing Theory And Empirical Research

For a successful sports event marketing plays a vital role in the success of events abroad contrast can be seen, it is not limited to marketing development funding in this shallow area event marketing as the impact of the events principles to expand and continue to develop in depth, breadth and depth of event marketing continues to expand, such as the Olympics and other international competitions have been formed in the long term in depth marketing practice in a range of marketing, regulatory, economic and cultural system matches the depth of excavation connotation through before, during and after the game successful race operation of the market will spread the Olympic spirit and culture, not only with great economic benefits, while achieving the Olympic brand value continue to add value,,Throughout our existing event marketing can be seen, along with the deepening of market oriented, event marketing our country has made considerable progress, however, due to various reasons, our event marketing is still at the development stage shallow, only In order to solve the remaining places and events operation funds strive to maintain, exist regardless of the cost of inputs and various short sighted policy of restricting the event to enhance the brand value of content, and even our country still does not have the market appeal of the tournament commercial brand, in the absence of event marketing depth business strategy in the context of the system, under the dual track policy investment market operation to achieve No Loss non profits run "to solve the problems due to stay in the shallow development caused by the need to re-examine our events market marketing principles and means of implementation, its potential departure from the depth of excavation,,In this paper, for the sixth East Asian Games for the study, the marketing system for the East Asian Games were analyzed by studying the Sixth East Asian Games constructed marketing system and related work, the paper pointed out that the organization and management structure of the Sixth East Asian Games to be changed operating mechanism lack of authority, continuity and integrity, sports marketing problems of television rights, the lack of sports marketing professionals and other issues, so that the value of the sixth race is difficult to give full play to the East Asian Games. Olympic marketing through case studies, combined with the characteristics of the Sixth East Asian Games, the paper puts forward the concept depth development of sports marketing, noting that in order to realize the value of sports marketing, shall establish the East Asian Games in marketing management system, forming a "common marketing, co-management, common benefit,"the new pattern, the formation of specialized marketing team, combined with the creation of local characteristics tournament venue events brand, while areas from policy, market environment, institutional building and other support events and stakeholder status its benefits powers to further enhance service awareness and brand awareness in order to protect the value of marketing events depths of space.