Research On The Event Marketing Strategy Of Merchants In Sport Events

After successfully hosting the Olympic Games in Beijing in 2008,the sports marketing model of domestic enterprises is officially opened.After the successful Olympic Games in Beijing in 2008,the sports marketing model of domestic enterprises is officially opened.At this time,the new lending marketing mode around the sports events enters the view of the merchant,and after the traditional single sports marketing mode is abandoned,the loan marketing is used as the " hidden " marketing campaign in the marketing campaign.The promotion of marketing products into a familiar environment for consumers a means of sale is widely used.However,it is difficult to avoid bottlenecks and problems in the marketing process because of the late development of the marketing mode in China.It is urgent to solve the problem.By using the IMC integrated marketing communication theory and the "STP" marketing core strategy theory,this paper puts forward the corresponding countermeasures and suggestions to seize the opportunity marketing problems in enterprises.In order to provide some basis and reference for domestic enterprises to seize the opportunity of sports events marketing activities,overcome the bottleneck in the process of marketing communication.Through analysis,it is found that apart from the late start of competition opportunity marketing in our country,the competition period is short,and it is easy to cause the public to lose faith;to ignore the opportunity risk,it is easy to fall into the misunderstanding of seizing the opportunity;the enterprise competition is fierce.The difficulties of non-sponsored marketing activities are all important factors restricting the slow development of Chinese enterprises' sports marketing activities.On this basis,combined with integrated marketing communication and marketing core strategy related theory,sports events seize the opportunity of marketing success cases,including compliance with policies and regulations to reduce potential risks,analysis of product characteristics,reasonable choice of events;Focus on the consumer audience,accurately seize the opportunity of marketing;integrate marketing ideas,innovative channels of communication and other countermeasures in order to correctly guide domestic businessmen in sports events seize the opportunity of marketing activities.