Research On Sport Marketing Strategy Of Soft Drinks

Sport is full of passion and vitality, it has wide audience, and full of affinity and inspiration. Marketing through sport , enterprises can attract wide attention of consumers to increase visibility and sales target, and what's more, sports can give brands fashion, health and dynamic elements. And also, it can improve the relationship between business and consumers. So for enterprises, sport is a fascinating special media. With the 2007 Women's Football World Cup, the 2008 Beijing Olympic Games and 2010 Asian Games were or will be held in China, these Global large-scale events promote China's sports industry and the commercialization process, have helped Chinese enterprises to participate in sport marketing craze.In recent years, soft drinks industry has developed rapidly, industry competition is also growing. In order to strive for more competitive edge, many of the domestic soft drink companies have taken the value of sport marketing, started the implementation of sport marketing. The domestic soft drink companies have high enthusiasm to participate in sport marketing, but in general, there are many errors and deviations because of lack of experience and misunderstanding the sport marketing. Therefore, it has important practical significance to help China's soft drinks business to make better implementation of sports marketing in the future.In this paper, on the basis of understanding the sport marketing and soft drinks market's characteristics, the writer made a corresponding study of the implementation of soft drinks in sport marketing on the adaptability and gave some advices at soft drink target. The writer study on the implementation of sport marketing at the entry selected point, put sport marketing strategy into the traditional 4P's integration, integrate the 4P's and the implementation of sport marketing. Finally, take the Nongfu Spring Company as an example, the writer analyze the sport marketing strategy of the company and then give recommendations.