The Research Of The Actuality Of Sporting Marketing In China

Since the 21st century, the competition of enterprises on the international stage has become the competition among brands, i.e. the most famous brand gets most share of the market. Chinese enterprises are not very competitive internationally. Among the top 500 of the world enterprises, there are only a few Chinese ones. The reasons why enterprises in our country cannot become international brands lie in that they lack brand familiarity and public image. Through the study of the successful experience of some foreign companies in sporting marketing in this thesis, it is not difficult to find that many companies erect their own brands successfully through the way of sporting marketing.But enhances the enterprise brand popularity the marketing method to be many, since the 1950s, throughout world big company's growth experience, the sports marketing has been the achievement they the cause best marketing method. The reason that the sports marketing has so the charm, this and its characteristic cannot separate.This article is soon convenes when Beijing Olympic Games, when Our country Enterprise is facing the once in a thousand years sports marketing opportunity, through to the overseas some big enterprise's research, unifies Our country Enterprise present sports marketing condition, proposed Our country Enterprise carries on the sports marketing the pattern. The article concrete frame is as follows.First, through the literature material, to domestic and foreign carries on the sports marketing the company to conduct the research, is not difficult to see, many companies are draw support from the sports marketing the method, set up own brand successfully, like overseas Coca-Cola, Samsung Group And so on Transnational Big Company, domestic, hoodwinks the cow group, the farmer mountain spring and so on, through the research and the analysis, summarizes the experience which they succeed, in order to uses for Our country Corporation.Next, the union literature material, in addition collects expert's viewpoint and the view, the recombination enterprise present sports marketing present situation and the marketing method, summarized Our country Enterprise the question which existed in the sports marketing. If too pays great attention the momentary interests of the day, neglects the long-term strategic plan; Deficient conformity marketing idea; To the sports connotation understanding insufficiency, causes to the sports marketing value understanding to be insufficient; The support is optional, the goal is not clear about and so on.Finally, with the aid of the Mongolian cow's success operation pattern, approaches when Beijing Olympic Games, proposed how our country Enterprise should face Beijing Olympic Games' sports marketing, and in the measure which adopts, further explains through the graphic solution explained that theoretically elaborated each measure application value in detail.