The Strategy Study For Chinese Sports Brand In The Micro-blog Marketing

Today，China exists the moment with the rapid development of the Internet andmobile communication technology, and the latest birth tool micro-blog born showingthe overwhelming fashionable trend and its influence on public life is immeasurable.Following all of the world’s major business enterprises have found the potentialinfluence of micro-blog, so they seize this golden opportunity to carry out themicro-blog marketing which is bound to promote the corporate culture, and todevelop the company’s future market. Domestic enterprises have also begun to jointhe micro-blog marketing which is the new emerging marketing method planning.However, our country is likely to be in trouble at any time while the enterprisesconducting micro-blogging marketing which due to China’s lack of micro-blogoperating experience, and it will affecting the development of enterprises. Therefore,it will be the focused that sports brand enterprises of China to carry out primarymicro-blog marketing strategy, including focus on the deeply understanding of themicro-blog marketing principles and operational nature, master sports brandmarketing and network marketing status quo, and how to effectively carry out themicro-blog marketing strategies and methods in the future.With the prosperity of the market economy and the improvement of people’sliving standards，sports activities was not only the mode of "movement+sweating".Specialization，standardization and fashion become the current trend of sportsactivities, and accompanied by sports products is increasing sales year by year. Atpresent sports products are on a brand stride, China’s sports marketing with a lot ofspace is worth developing. In this context, sports famous business should be lookingto move to the current trend micro-blog marketing, so as to get a higher share of themarket.This paper, regarding the principles of the market marketing, networkmarketing as the basic research theory, explained the urgency and the importantsignificance of our domestic sports brand enterprises to carry out the micro-blog marketing at present. Research on brand marketing concepts, elements and strategies,elaborate the sports marketing, network marketing present situation and developmenttrend of sports marketing, analyze methods of sports brand enterprise micro-blogmarketing and analyze the necessities of the sports brand enterprises enter themicro-blog marketing platform. Comparative analysis the success and failureexperience of the Vancl, China mobile, Dell and other domestic and foreignenterprises in the micro-blog marketing, putting forward the advantages andsolutions of domestic sports brand enterprises carry out micro-blog marketing. Theauthor formed a deep understanding of the concept of brand marketing andresearches about the impact factors and marketing strategies by reading a lot ofmarketing related information and documentation, based on the research we canfurther elaborated on the future prospects and the development trends of the sportsmarketing as well as network marketing, I carefully investigate and study thewell-known domestic and foreign enterprises which have been obtained theachievement of network marketing in order to get more practical information.