Discussion On The Main Problems And Strategies Of Sports Sponsorship Marketing In China

Sports sponsorship marketing strategy and brand marketing strategy is based on a foundation of marketing communication tools. But now Chinese enterprises do not have such strategic vision, China's enterprises are often focuses on sale in the hope that it can play an influential role. Although in the short run through sponsorship marketing can increase sales and expand market share, but the company ignores the implications and potential impact of sports marketing, and, without taking into account the long-term development of enterprises and establish a brand. Therefore, the marketing of sports sponsorship, we still exist on the connotation of sports marketing, sports marketing analysis, sports consumption analysis. Sports product strategy, marketing strategy, such as the lack of systematic and in-depth study.In this paper, based on research results from home and abroad, through Coca-Cola, Nike and other multinational companies successful sponsorship of sports marketing experience, In our business of sports sponsorship and marketing status and comparative analysis of the problems, from the brand-name strategy Market research. The selected target markets and positioning of sports sponsorship and other aspects of the current weak links in the marketing analysis, and the attempt to make some suggestions.