Integrated Marketing Communications (IMC) Application Of The East Cup International Regatta(ECIR)

Along with the quickly development of Chinese Economy, people are with more passion to participate sports,especially concerning for high level sport games. Enterprises expand their brand and products through the sports and games. Many brands are well known and owned market share through the sport marketing, such as Pepsi, Nike, Samsung etc. Through the commercial operation, the sport games are enhanced on the virtual capital value and earnings,absorb social concerns and enlarge the game effect.Commercial sport games were invited in China,and booming developed. While comparing with the traditional industry,commercial sport games is still new in China,no wonder the brands,culture,or operation are still with large difference from the traditional industry. The core of sports game marketing is to win the commercial sponsor and support , then make sure the operation of games. Integrating marketing expand theory provide whole solution for environmental analysis, product analysis, and market target.Oriental cup boat game is a typical and representative of China commercial sport game,adopting international commercial model and fully marketing operation. While the boat game is at beginning step with fewer customers, therefore, the urgent target is searching for target clients and expanding the effect of games. In this paper,the oriental cup boat game,the example of Chinese market environment,sports marketing business problems,the use of integrated marketing communication theory , competition for environmental analysis , product positioning , target customer base and industry to find out,of target customers communication point of contact groups,select more targeted media communication strategy from the perspective of business practice and theory of integrated marketing communications business sporting events in the application.