Research On Advertising Strategy Of Sports Marketing In China

Sports can transcend ethnic, geographic, religious, gender, age , educational level, income limits, etc.. It is a separate group of integrated marketing platform segmentation. It consists with the basic features of the media. It is a media actually, which reached a wider audience through live events, broadcast at regular intervals, etc.. Therefore sports media have a double advantage. The integrity of sports marketing includes two areas: sports entities marketing and enterprises through sports marketing. In this paper, Sports Marketing refers to the latter. The general form which taken by Sports Marketing Enterprises can be sponsorship, the name, employment of sports stars as image spokesmen.In 1984 Los Angeles Olympic Games, Jianlibao sponsored Chinese sports delegation, established a precedent in our country sports marketing. Sports marketing in China rise in 1990s last century. As lack of the practice and theory, enterprise in sports marketing operation encountered many problems. This paper will be committed to sports marketing advertising strategy issues. The author defined the sports marketing advertising, which includes not only the stadiums advertising, as well as in various media-invested online advertising, also outside the field of marketing, theme activities such as line advertising. Distribution of the time, it includes not only during the event, is also included in the pre-, race, the game advertising.The major issues of Sports Marketing advertising: First, the enterprises are lack of awareness of brand strategy, budget shortfalls. Sports Marketing is a "waste" campaign, with the exception of sports marketing project itself, and include sports marketing projects skilled and must be done through the auxiliary costs (cost of advertising, etc.). The purpose of Enterprises Sports Marketing is to spread their own brand concept by drawing on the sports, building brand and sports spirit links. Therefore, the brands awareness is a prerequisite for Sports Marketing. Secondly, Sports Marketing has taught us an experience, but sports marketing advertising has ignored the emotion of consumer. Questing instant benefits, without long-term investment, is the complaints of many enterprises sports marketing. Emotional stability need more time to accumulate. Sports Marketing brand advertising should be concerned about the feeling of consumers'. They should make a long-term development of Sports Marketing advertising strategy. Thirdly, Sports Marketing advertising lack creativity. They can't get the limited attention of consumers. In an explosion of information today, the attention is limited. Advertising on the conflict and numbness also called unique creative advertising to seize the consumer eyeballs. Finally, the form of sports marketing advertising is single. In the environment of IMC, advertising should make the integration of a variety of forms and build brand loyalty.Sports Marketing advertising is critical. Advertising is relatively mature, simple, flexible, more easily monitored and controlled. Through the following discussion, the author explains Sports Marketing advertising plays an important role. First, Sports Marketing brand advertising can embody the combination with sports. Advertising communication platform is the tools that tap the concept of brand extension and sports associated, brand and sports spirit can be artfully combined through the advertising theme identification and advertising creation performance. Second, the sports marketing advertising can convey brand information to consumers continuously. Most sports events have longer cycle and intermittent long time, unable to convey brand information to consumers continuously. The tremendous advantage of advertising is to convey repeated information to consumers in a certain period, enhance consumer repeated memory. Third, the sports marketing advertising can fully tap the potential of sports marketing. Sports Marketing is a integrated media resources, enterprises pay much on corporate sponsorship in sports or the sports star, not for other supporting facilities, or simply in the traditional media publicity, means is single. Stadium advertising and other media advertisements supporting various forms of continuous innovation to integrate various means of dissemination of sports brand with the spirit of cultural integration, is the proper meaning of sports marketing. Fourth, the sports marketing advertising can effectively escape from risks. It does not indicate that enterprises will be able to achieve marketing goals. They may encounter an ambush-marketing attack. Advertising can be an effective use of consumer awareness to correct distortions which sponsors the right to be protected for the Sports Marketing brand name, to circumvent the marketing risk.Thus, the importance of advertising in Sports Marketing is clear. The authors then make improvements to tackle the problem of advertising strategy. Clear advertising theme, and provide consumers with the reasons of purchase. We must establish ideology that theme lead the originality. Advertising theme is the main information which audience to accept. Advertising is also the key objectives of which the consumer can trigger psychological resonance and of a good grasp of advertising and marketing objectives, personalize information and consumption and psychological factors. Using emotional appeals can touch the hearts of consumers. The era of consumer quality satisfaction has been into emotional meet consumption, and has gradually become mainstream trend. Emotional appeals with emotional consumption times the consumer's psychological, physical education, as advocated by the concept of healthy living, positive attitude to life, thanks to the fighting spirit of the advertising emotional appeal of the content. Consumers often remember a brand begins with the brand advertising slogans. Chinese consumers pay more attention to advertising slogans because of their behavior characteristics. Advertising slogan should examine the development of consumer culture background and living environment, age, income and other factors. Based on this combination of brand refining interests scientific point, the author also makes advertising slogan with the introduction of a "method aims chain" model. Choosing appropriate spokesmen, brand will be more humanity. I think in sports marketing strategy subordinate to the ads, celebrity-choice and more common type of consumer recognition. Spokesmen should match Enterprises brand, product features and the target consumer. Meanwhile, we must actively address spokesmen predict the risk, appeal to the relevant government departments must work out relevant policies to fill the legal gap, to safeguard the interests of consumers, also enable enterprises to operate in the legal foundation spokesman. Address the special sports marketing, advantages of advertising stadiums is obvious, in addition to various patch advertising, broadcast news presentation, sets broadcast the event live, brilliant columns sets broadcast, and the countdown is time events such enterprises is a good choice. As an official sponsor must take the necessary line form to overcome Sports Marketing lethal ambush-style tremendous marketing, tap the enormous potential of marketing, and build the terminal good customer base, solid their brand image positioning in the minds of consumers."Lenovo" is the sixth TOP Olympic sponsors, they have positioned international as their marketing objectives. However, they have just begun. The author gives some relevant recommendations according to the research.