Based On The YILI MENGNIU Sports Marketing Strategy To Explore Our Country Sports Marketing Development Trend

This paper studies the sports marketing is to point to the villagers enterprise through the capital or with sports organization, physical activity project such as the establishment of a link, get the corresponding marketing resources, around the brand positioning, use advertising, public relations, promotions, and other means of spreading the marketing process.In the1990s, the liquid milk or ordinary consumers in the life of the luxuries, and today it become us to live in it and ordinary commodities, MENGNIU and YILI two big dairy products giant witness China emulsion product the development of the market, and while they are in the market competition most intense of both companies. In order to expand the market, and establish their own brand, two enterprises in marketing strategy on all show the can, and sports marketing becomes one of the main platform they shut. This paper analyze two enterprise’s sports marketing strategies and individual characteristics of the sports marketing strategies and individual characteristics, and explore the development trend of Chinese sports marketing.This article, from the four parts of the state, the first part of the proposed based on subject of sports marketing knowledge of the paper expounds the contents and definition,which also includes the use of other relevant introducing theory; The second part of the content includes the study object, and study method, etc; The third part is to the MENGNIU and YILI sports marketing strategy of the specific analysis and discussion. First introduced the MENGNIU and YILI two enterprises development course and the two enterprises in different period of their respective brand strategy and brand appeal, to summarize the diversity of the part, and points out that the two enterprises of different situation, this also is two enterprises on why one of the important reasons for the sports marketing. Next to the MENGNIU and YILI sports marketing strategy for further research. Both companies use by the master of all kinds of resources on how to sports marketing. Sports marketing of enterprise SWOT analysis, find out the strengths, weaknesses, opportunities and threats, the thorough understanding of sports marketing environment factors on the influence of the sports marketing strategy. And then a detailed analysis of the MENGNIU with YILI every step of the sports marketing strategy:Olympic marketing strategy and the YILI hoodwinks the cow the mass sports, sports marketing strategy. Include in the marketing process integration of various forms with the marketing resources and propaganda what specific activities in etc; The fourth part of the conclusion and to our country sports marketing future development and gives some Suggestions.