Event Marketing Strategy Study Of Sport Goods Enterprises

Since the Beijing Olympic Games,the world has learned about the huge demand of the Chinese sports market,with various major brands flooding into the market.The market competition has become more intense,and marketing methods emerge one after another.As the leading brand in the sports industry,Nike has its own unique scientific theories and methods in marketing.Nike's Breaking2,a three-person marathon challenge in monza,Italy,on May 6,2017,attracted worldwide attention.Nike was mentioned more than 584,000 times on Twitter,Facebook and Instagram during the seven days of the campaign,according to data tracked by Brandwatch.Single tag # Breaking2# has been retweeted and used more than 400,000 times on Twitter.Analysts at Brandwatch,a social media monitoring company,said Breaking2 is the single most visible hashtag,which has been broken more than 2 trillion times.An expert said Breaking2 is a very effective marketing tool.Starting point of this paper is to introduce the event marketing method in Nike Breaking2 challenge program,and propaganda about Breaking2 manuscripts at the center of the Nike media documentaries to text,such as research in the current market environment,Nike is how to use Breaking2 event to promote brand awareness and reputation,and sports related brand marketing activities provide effective Suggestions.The research includes defining the concept of event marketing,summarizing the characteristics of event marketing and analyzing the theoretical basis of event marketing.Secondly,according to the whole process of Breaking2 event and implementation details,the key elements of successful event marketing are analyzed and summarized.Finally,combining the theory of integrated marketing and brand building,event marketing is incorporated into the overall brand marketing plan to provide some application strategies for event marketing of other brands.