Research On The 361° Sponsored Rio Olympic Games Integrated Marketing Strategy

Based on the research of domestic and foreign scholars in the field of sports sponsorship marketing and the comprehensive analysis of the sponsors of Rio Olympic Games,this paper uses the idea of integrated marketing to explore the advantages and disadvantages of 361° brand in the sponsorship marketing of Rio Olympic Games,and constructs a 361° In the Rio Olympic Games to adopt a framework of integrated marketing strategy,to explore the path of 361° company objectives,in order to provide reference for our enterprises in the sponsorship of sports events in the marketing strategy,and to help enterprises optimize and integrate the tournament resources,improve sponsorship benefits.This paper takes the official support of Rio Olympic Games 361° brand marketing strategy as the research object,this paper first uses the literature method to consult the books and literatures related to this research,summarizes the research results,and provides a sufficient theoretical basis for the writing of this thesis.Secondly,through pest analysis method,the external macroscopic environment of 361° company is analyzed.Then,SWOT analysis is used to analyze the micro-factors of 361° company,and then analyze a series of marketing strategies adopted by 361° company over the years.Finally,the case analysis method,through the case background,the case implementation process,the case effect,the case revelation four aspects to the 361° company successfully sponsors the Rio Olympic Games marketing case to analyze,summed up 361° company to obtain the successful integrated marketing strategy,It provides the main practical reference value for the marketing strategy adopted by domestic enterprises to sponsor sports events.Firstly,using pest analysis method to study the macro-environment of enterprises found: in the political environment,the national government's strong support for sports sponsorship for the development of sports sponsorship has created a good political environment;in the economic environment,the income of urban and rural residents in China continued to grow,Greatly increased our national consumption of sporting goods;in the social environment culture,the good development of sports sponsorship benefited from China's long history of social civilization and developing environment,especially the hosting of the Rio Olympic Games to meet people's spiritual needs;in the scientific andtechnological environment,new technology unveiled in Rio,Only CCTV ordered Obs' s Olympic VR event signal.Secondly,using the SWOT analysis method to study the microcosmic factors of 361°Company,it is found that the advantages of 361° Company are: Multi-brand strategy differentiation advantage,focus on product functional advantages,price advantage and marketing channel advantage.361° Company's disadvantage is: Brand equity less influential,brand concept and design is not clear,the promotion means lack of creativity,361° Company's opportunities are: With the help of Rio Olympic Games to improve development,international market growth,the high-end market for sporting goods extension,361° The company's threat factors are: A number of sports brands to the middle and low market extension,multi-brand strategy so that funds can not focus on the advantages of the project,sponsored Rio Olympic Games,facing the risk of ambush marketing.Through the marketing process of 361° company,it is found that the marketing strategy adopted by 361° Company is: 361° use advertising media strategy to promote brand awareness;To establish the corporate image by sponsoring the National regional sports events;The innovative network marketing communication mode has rapidly opened up the consumer market of the young group.By sponsoring intercontinental sporting events,the 361° company began to enter the international market;361° company developed children's Wear series,and one way outdoor sports brand cooperation,which opened a key step in multi-brand strategy;by sponsoring athletes or inviting star artists to be the brand's spokesperson,Use the powerful influence of the stars to boost sales.Finally,the case analysis method is used to study the case background,the case implementation process,the case effect and the case revelation of 361° company,and it is found that in the process of the case implementation,a series of marketing strategies including advertising media strategy + Theme activity Strategy + product Strategy + PR strategy + Marketing channel strategy are integrated,Advertising Media Strategy combines the essence of the brand with the spirit of the Olympic Games,so that the consumer loyalty to the brand increased;the theme activity strategy increased the local people's trust degree and goodwill to the brand,which is helpful to establish a good corporate brand image,and use product strategy to increase the exposure rate of the brand.Promote the substantial increase in sales,the use of public relations strategies to achieve the promotion and dissemination of its brand,through the integration line under the online sales channels to open up overseas markets.The brand in the global visibility andinfluence rapidly expanded,361° company in Brazil,the United States,Europe has opened a total of 1348 sales outlets,international turnover rose 80.6%.The case has a remarkable effect and a sensation.