| In recent years, with the popularity of the national economic level, the rapid development of computers and networks, except for some remote and poor rural areas, almost each household have been equipped with electronic devices with Internet access. Therefore, surfing the internet not only are the recreational activities which be concerned by the people in the prosperous area but also become the the worldwide spiritual and cultural sustenance. Online advertising as a new media with the rapid development of Internet media is the full impact of all walks of life. Many enterprises conducted by online advertising company’s brand promotion, and achieved great success. Experts and scholars who have seen the huge influence of online advertising have invested a lot of energy on the research, including online advertising for the brand image of the related research. Online advertising can be said for the study of brand image has just entered the initial stage. In this paper, sporting events and online advertising combined to analysis of sporting events online advertising.CIS theory, different scholars have different translations of it and understanding. This paper takes the brand image of the translation and understanding way. Due to sports events as an emerging industry, someone might recognize the CIS tournament brand image is of great significance, but few scholars to study it. In this paper, to seize this opportunity for sporting events brand image CIS theories has been introduced to the research.The paper adopts literature method, questionnaire method, case study method, expert interview method, and combined CIS theory to explore through Internet advertising to shape sports events brand image. And with related data, analyzed the current situation Internet advertising is applied to shape sports events brand, discusses the possible impact on the future, as well as Internet advertising applies to sports events branding advantages, disadvantages, and related solutions.Studies have shown that, it is necessary to build systematic sports brand image using CIS theory. Meanwhile, the utilization of web advertisement of sports brand image is not still in a high degree development. One the other hand, theory and practice are quite scarce. The study also found that not all online advertising are suitable sports brand image. If we combine the advantages in different types of online advertising and features of sporting events, it will maximize the effectiveness of online advertising to promote the sports brand image. |
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