The Study Of LENOVO's Sports Marketing

Sports Marketing means: marketing through sports activities.Sports marketing have its inimitable advantage due to the globalization force of sports activity. Generally, the best companies in the world have a deep relation with the top games such as Olympic Games, World Cup, Formula One and NBA. Marketing through Sports is a important strategy adopted by many successful corporation. Some Chinese companies, like Lenovo, are attempting to sports marketing. Through the researching on Lenovo' s case, you can see how the non-sports companies acquire competitive advantage by the using of sports marketing.Lenovo' s sports marketing strategy is based on its strategic goal of internationalization. The strategy is centered by TOP, Lenovo implement integrated marketing plan by sponsoring and cooperating with important sports games and stars. It can help Lenovo establish a global brand to accelerate its globalization strategy, and enhance its core competency with the progress of product and service quality, operational management and global brand marketing.The degree of brand recognition has increased by 21% from the time Lenovo joined the TOP plan. The fact has proved that Lenovo achieved elementary success in practice of sports marketing. There is some inspiration to plan a feasible sports marketing strategy by analyzing on the case of Lenovo' s sports marketing. Companies should pay more attention to these aspects: Brand Position, sports marketing mode, integrated spreading, marketing budget and sports marketing management.