The Study On The Marketing Strategy Of China Off-road Championship

The Chinese Off-road Championship (hereinafter referred to as "COC") is a series of matches that held by Federation of Automobile Sports of China, approved by General Administration of Sport of China and included in the Annual Program of State Sport Competition and the Calinda of Federation of Automobile Sports of China. Since it was formally founded in 2003, COC has made considerable progress in all aspects and has become a top-level motorsport event in China.COC is not only shoulder the promotion of motor sport technology, has gradually moved toward commercialization, market oriented. There are a few flaws in COC's market-oriented operation. Under the current circumstances, to do research on marketing strategy of COC and make the effect of it has become a very meaningful issue.This paper mainly talks about the Chinese Off-road Championship, analyzes COC's current operating environment and status by means of literature, field surveys, expert interviews, logic analysis and other research methods. On this basis, the paper analyzes and explores the COC's marketing strategy as well as some specific marketing strategy and draws the following conclusions:No.1 Motor sports is still a sport to be developed with few participants in China. But by virtue of their characteristics, the COC which embrace broad prospects for development have attracted a large number of newly-emerged cities.No.2 The favorable business environment is conducive to the development of COC.No.3 COC considers developing a comprehensive marketing strategy from he perspectives of COC organizers, contestants, host government and the organizing committee, sponsors, media udiences.No.4 COC and city marketing need interactive development. But in the aspects of promoting COC to local businesses with the help of host cities and attract more local players to participate in the events, COC is still lack of effective measures.No.5 COC's product strategy is mainly through the strengthening of the details of management to improve the quality of events, but the COC is also lack of more effective measures in the service area of environmental management; the pricing strategy is mainly reflected in the control and decrease of the cost of game; the most important distribution channel of COC is the media; the achievement of COC's promotion strategy is primarily through media campaigns, special activities, promotional materials and official website to obtain a favorable means of public communication and establish good relationship with different clients.No.6 COC adopts integrated marketing strategies, which first reflected in the innovative marketing concepts, and thus on the basis of understanding the problems COC has in the process of marketing, COC ensures the effective implementation of marketing strategy through the transaction marketing and relationship marketing, customer marketing and demand creation marketing, product marketing and service marketing, media marketing and experiential marketing and other integrated marketing strategies.No.7 Although COC has a breakthrough in the aspect of brand identity in forms of events referred as COC and its LOGO in the process of brand marketing, the theme song, slogan and mascot still remain blank; COC has some missing in the cultural positioning; the monotonous means of packaging of race brands, televised images, environmental governance of arena, shaping of stars and public activities all need to be improved.