Sports Sponsorship Marketing Strategy Based On Game Theory

This paper aimed at trying to apply the Game Theory modeling method to the research of Sport Sponsorship Marketing, and studying the effect the players have on the final result in the game of Sport Sponsorship Marketing.Generally the paper adopts three Research Methods: the combination of theoretical research and expert advice, multidisciplinary application, and modeling analyses. The method of multidisciplinary application includes much knowledge of other subjects, such as Sport Economics, Consumer Behavior, Relationship Marketing, Experience Marketing, and Game Marketing. With the first two methods paper has a study of the basic concept of Game Theory and Sport Sponsorship Marketing, which deeply reveals the general principles and lows of Game Theory and Sport Sponsorship Marketing. Finally paper models "Enterprise-Consumer Static Game with Complete Information" and "Enterprise-Enterprise Static Game with Complete Information", which based on the analysis of behavior of the main participants in the Sports Sponsorship Marketing. The models are successful. After complete analysis and discussion, the equilibriums of the models are found. Through the analysis of the results of the models, paper finds out both the utility instructions of Sport Sponsorship reflects on business earning of Enterprise, which affected by the interaction between enterprise and consumer, and the utility instructions of Sport Sponsorship reflects on competitive conditions of Enterprises.