The Analysis Of Sports Marketing Development Strategy For China Sports Brand In The Later Era Of Olympic

In Beijing Olympic Games, China won51gold medalsand the number of gold medals became the world first, that meant China had reached the peak in its competitive sports. After that, China’s sports are also changing, In the coming period China will focus on the development of mass sports. The success of the Beijing Olympic Games also contributed to China’s sports population, the masses of the sports-loving extent and health consciousness is also growing a variety of content-rich, interesting, involved in low-threshold mass sports activities which are also flourished between urban and rural. Corresponding Guangzhou Asian Games and Shenzhen Universiade in terms of scale and national importance are gradually reduced. China has also entered into the post-Olympic era. The notable feature of this period will be difficult to organize a world-class major sports influential sporting events in a very long period of time. The national sports, the strategic goal of real-time adjustment forward by the sporting power to a sports power. On the other hand, it also indicates that the future of sports in China will be also mainly from the past to the development of competitive sports and thus turned to focus on the development of mass sports. Before the Beijing Olympic Games, Chinese sports brand marketing strategy basically revolves around competitive sports, especially in the period of the Olympic Games, the sports brand enterprises in China are basically marketing focus on Olympic marketing up, while the national investment for the Olympic Games omnipresent TV news, network publicity, is also virtually created a sports brand in China Olympic marketing atmosphere. The end face of the Beijing Olympic Games, Chinese sports brand’s Olympic marketing road come to an end, in the face of a new period of post-Olympic era of the particularity of the Chinese sports brand marketing, in the361°enterprise case, the focus explores several key marketing strategy resulting in the rapid rise in the short term, in order to put forward in the era of post-Olympic China sports brand marketing strategy to what, but also for a certain period of national sports brand in the future the development and rise of a certain reference.The author used literature review, case studies and other research methods, analyzes the marketing status of the sports brand in China before the Beijing Olympic Games, and tells China’s sports brand in the era of post-Olympic marketing strategy should be made to the corresponding transition. Taking the3610enterprise in the Chinese sports brand as an example, the author analyzes its marketing strategy. Specific researches are as bellows. Firstly, China’s sports brand marketing model is basically around competitive sports, especially before the Beijing Olympic Games, the Olympic marketing is China’s sports brand marketing subject. Sports brand enterprises in China are many and the small-scale, which causes participating in the top event marketing of the Olympic Games is very difficult and the competition is very fierce. So the marketing is difficult to achieve the desired results.Secondly, the national sports development strategy is adjusted immediately after the Beijing Olympic Games. Sports a Major sports power forward strategic planning, and gradually began to weaken the gold medal. This shows that the development of sport in China in the coming period will mainly in competitive sports in the past have gradually shifted the focus on the development of mass sports.Thirdly, the national sports development strategy adjustment is bound to cause adjustment of the sporting goods sports marketing strategy. In the post-Olympic era of sporting goods companies marketing strategy should be adjusted for a combination of events and group events to competing body sports marketing strategy, and focus on the masses of sports marketing.Fourth, the author focuses on several major marketing strategies of361°from inception to the present, promotes its rapid growth in a short period of time via these several successful marketings and made recommendations on the future marketing of this period.Fifth, facing on many factors, and the characters in the post-Olympic era, China’s sports brand marketing strategy in the future should be based on competitive sports event marketing-based, with emphasis on carrying out mass sports marketing. We also comply with the development of the era of the Chinese sports brand marketing, network sports marketing in new ways.