| Due to the enhanced awareness of national fitness and sports recreational needs, China’ssporting goods companies are becoming increasingly active. In order to win in today’scompetitive market, more and more businesses are starting to focus on marketing. As animportant means of sporting goods marketing, advertising plays a significant role that cannotbe replaced by other promotional approaches.Sports ads have been more than just providing commodity information, guidingcustomers to make their best choice among numerous similar products. As a symbol of thisnew era, it has penetrated into all aspects of human being’s economic life. An outstandingsports advertisement is a marketing tool with competitive edge. It does not only increase salesand promote economic growth, but also enhance the corporate brand image and bring goodsocial benefits.Sporting goods companies have accumulated a series of valuable marketing experiencesin more than10years of competition and practice. Especially in the2008Olympics, thesports boom led lots of Sports Goods enterprises on to the international stage, to beunderstood by people from all over the world. Hence it is particularly important to study theADS Marketing Strategy in Sports Goods Enterprises. Through researching on sportsadvertising expression and communication techniques, summarizing the characteristics ofsports advertisements, this article provides the sporting goods enterprises with reasonable andapplicable advertising strategy. Based on a survey with195respondents, by using frequencyanalysis, multivariate analysis, descriptive statistical analysis and other statistical methods, Ihave summarized various media platforms utilization habits of people with differentdemographic background, providing theoretical guidance and reference for sporting goodsbusinesses so that they could implement sports advertising accurately and efficiently.This paper applies the knowledge from Sports Marketing, Advertising and otherdisciplines. Combined with questionnaire data analysis, the conclusions are as following:1.At present, the characteristics of Chinese sports advertising slogan are: Concise statement，Inspiring,"I" as the subject, Use of English and use of imitative words.2.China’s sporting goods companies’ advertising plot consists of: Display of athletes incompetition, training and everyday life, Insert animation plot, Drama in the form of episodesto interpret sports ads.3.Sporting goods enterprises have published a large amount of sports advertisement in avariety of sports magazines. Such magazines are of great relevance to sport and have moresegments of the audience, which provides sporting goods business advertisers with moreoptions and more obvious targets. 4.Among all the195respondents from the survey, the ratios of the most frequently usedmedia platforms were: TV30%, internet22%, newspapers and magazines17%, outdooradvertising16%, phone8%, broadcast6%, and other media1%.5.The respondents with different ages all indicated that they mainly chose to watch TV from20:00-24:00, which means there is no significant difference in this aspect. To be more specific,57.1%of the people who are under24years old,75.2%of people who are between24and45years old, and71.7%of people who are above46years old all selected this time period in thesurvey.6.As for the mode of appeal，men and women of sports advertising appeals came in first andsecond place did not differ significantly, both "ad commodity form, function" and "The priceof product in the advertisement".Somewhat different is that the men came in third placeappeals to "Advertising episode", accounting for43.5%of all males; women came in thirdplace appeals to "advertising slogan", the number of women of all45.7%. |
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