The Research On Situation And Measure Of Enterprises' Utilizing Sports Advertisement In China

Sports advertisement is a kind of activity which advertisers transmit product information with sports activity and sports medium as the carrier. In recent years, as the development of sports economy, sports advertisement plays an important part in modern society. It promotes the prosperity of sports industry. In fact, the aggregating of sports and sports advertisement results from the comercialization of sports games. So, because of sport, sport advertisement hold the extra character, which makes more enterprises favors the sport, use sports advertisement at large enterprises to expand visibility and honor to communicate market information, and promote product sales. But sports advertisement entered China relatively late, and enterprises are inexperienced on sports advertisement and always go wrong. So, it is important to research sports advertisement.There are literature method, survey method, cases researching method and logic analysis method in this paper for the research on situation of sports advertisement in China. The train of thought as follows: Firstly, to describe the basic knowledge and developing situation of sports advertisement, and analyse the favorable and infaust factor of the development of sports advertisement in China; Secondly, to survey and analyse the situation of sports advertisements in TV, sports newspapers and magazines, sports network station; Last, to reveal the measure and the issues of enterprises'utilizing sports advertisement in China. The study of this paper is to give useful suggestions to enterprises, arouse their consciousness for utilizing sports advertisement, and rich the theoretical research on sports advertisement in China. Through surveys, draw the following main conclusions:1. Sports advertisement has fast development and become important part of sports industry in China. More and more enterprises begin to advertise on sports;2. Large scale sports games always multiply the amount of sports advertisement immediately; 3. Advertisements for women product are part of sports advertisement hardly;4. Advertisements in sports newspapers and magazines,sports network station have more pertinence;5. Some enterprises advertise with the problem of selecting single media;6. Sports advertisements have uneven distribution among medium or in media, and enterprises in China utilize new medium insufficiency now.