Study On Sports Marketing Communication Strategy

In the last 10 years in 20 century, marketing management and marketing communication face fierce challenges mainly from two aspects. One is the overall competitive patern caused by global integration, the other is the new communication obstacle formed by diversified choices in information era. There is every indication that they will go even further in 21 century. As respond to these challenges, Sports Marketing Communication represents a new market patern and an active communication choice in the background of information era. Sports, as a kind of carrier of marketing, extended its history, in fact for a long time, can demand to the lists of ancient Rome, but regarded as the modern marketing means, it is but very short, generally speaking, sports marketing includes two kinds of situations, first, sports industrialization, already the marketing of sports; Second, carry on marketing as carriers through sports. Need launching badly about the horizontal visual angle studied in sports marketing at present, the ones that study need excavating badly longitudinally deeply, need, launch diversified research work, use, combine, take, the difference research approach launch the work of studying, combine " sports " and " marketing " practice activity launch the work of studying, adopt, borrow foreign outstanding research results with establish the foundation to the marketing development of sports of our country actively.In the term of theory, the proposal of Sports Marketing Communication has a 10-year history. The theoretical system, however, has not yet been fairly comprehensive. In its origin USA, though commonly identified, no systematic cognition of the theory has formed. Since Sports Marketing Communication is still in the phase of introduction in China, not any in-depth research achievements have been made so far. This paper will combine the new international research advance and refer to the relevant achievements of experts of Sports Marketing Communication. In addition , it will make a comprehensive introduction to Sports Marketing Communication , based on which creative thinking is conceived and research achievements with innovative values are made. To a certain extent, it extends. the theory of Sports Marketing Communication and fills in the gaps in this field in China.This text to draw support from sports marketing this marketing form, through participate in sports marketing actual case and incident marketing of activity operate to famous enterprise characteristic analyze, the expectation can find out some tactics that enterprises carry on sports marketing and operate the thinking, make enterprise of us can one large stage give full play to one's own ability such as the kind use sports in future work, mould the high-quality brand image, offer an avenue to success for moving towards the world in Chinese enterprises.