Research On Sports Marketing Strategies Of Chinese Brands During The Tokyo Olympics

At the Tokyo Olympic Games,thanks to the development of social media and short video platform,the audience watching the Olympic Games,the way to buy products is different from before,some domestic brand to seize the heat brought by the Tokyo Olympic Games,with each platform differences reveal a different marketing strategy,make the brand gain the effect of the Olympic Games to carry out sports marketing compared with previous had great progress.Based on this,the first chapter of this paper describes the origin and development of the concept of sports marketing,explains the differences of different types of brands in the Olympic sports marketing,and then summarizes the shortcomings and problems of Chinese brands in the previous Olympic sports marketing;The second chapter focuses on the analysis of the Tokyo Olympic Games period,which is conducive to the domestic environment for Chinese brands to take advantage of the marketing,as well as the development of domestic social media,and then analyzes the Tokyo Olympic Games for the Significance of Chinese brands Olympic sports marketing in the content strategy.The third and fourth chapters respectively analyze the online and offline sports marketing activities carried out by Chinese brands during the Tokyo Olympic Games,and the last chapter summarizes the enlightenment brought by Chinese brands' sports marketing with the help of the Tokyo Olympic Games.