Research On Marketing Strategy Of Golf Event Sponsorship

“Mission hills world cup of golf”、“HSBC golf championship”，a series of topinternational commercial competitions held in China, many domestic enterprises areaware of the implied business opportunities, to participate in sponsoring the domesticgolf event. The relevant domestic golf events sponsored by the literature does not seemore,This article from the perspective of sponsor enterprise by the field of sportssponsorship and golf tournament in the field of research, the golf event sponsorship inthe framework of integrated marketing, on the basis of the theory of objectivemanagement and integrated marketing, aims to explore to establish integratedmarketing strategy of domestic enterprises sponsoring golf event analysis framework.This paper use the literature material law, questionnaire investigation, expertinterview method, mathematical statistics method for integrated marketing strategy ofdomestic enterprises sponsoring golf tournament has carried on the detailed researchand analysis, the related conclusion are as follows：First, in the "sports events sponsored","integrated marketing","sports sponsorshipmarketing strategy", etc, on the basis of theoretical analysis concludes that "integratedmarketing" will be the future trend of golf event sponsorship marketing, on the basisof the established "golf tournament due to the uniqueness of their own characteristics,domestic companies in developing golf tournament in the process of integratedmarketing strategy, there are unique analysis framework" research hypothesis.Second, on this basis of questionnaire survey, the domestic enterprises marketingstrategy of the sponsoring golf tournament present situation investigation,comprehensive two conclusions, four of the most commonly used marketing tool,namely product experience, reception courtesy, media, public relations activities;2itis in a golf tournament sponsor in the process of integrating various marketing tools,and to the customer as the center, through the set up of the activity theme, integratedmarketing strategy, has begun for use by many companies.Third, on the basis of present situation investigation, finally this paper researchconclusion, namely the integrated marketing strategy of domestic enterprisessponsoring golf event analysis framework, refers to the customer demand as the center,to promote the theme as the center, in the event sponsored by the integrated use ofproduct experience, each link for courtesy, media, public relations activities of variousmarketing means, to achieve the best golf tournament sponsor benefits.Fourth, to test and verify the research conclusion of this article, based on the brandHONMA golf clubs, for example, with HONMA elite challenge cup China as theresearch object, the argument of the research conclusion of this article has carried onthe case.