The Research Of Integrated Marketing Communications Strategy Of F1Grand Prix China

Formula one Grand Prix refer as "Fl "(Formula one),with the football World Cup, Olympic Games, was regarded as one of the world three big sports events. Fl grand prix in September2004for the first time at the Shanghai international circuit, it has been held for ten years. In2011Shanghai international circuit and Fl renewed the new contract for7years, marked Fl became increasingly mature in China. Even so, we cannot get rid of the problem for Fl Shanghai sacrifice its profit for fame.Event organizer, Shanghai Jiushi continuously seek for the development of Chinese motor sports marketing strategy in order to realize and promote motor culture, cultivating more car enthusiasts in the past ten years This paper hope through the integrated marketing communications theory, taking analysis and research of marketing strategy of Fl grand prix in China, to find a suitable integrated marketing communication strategy Start with the present situation of Fl grand prix in China as the research object, by using the method of literature review, questionnaire survey research methods, such as analysis, found the following problems:l.The brand communication effect is not enough;2. Shortage of the knowledge of motor-sport;3. Limited broadcasting platform. According to the current situation of the development of China’s motor culture and the characteristics of motor racing puts forward the following opinions:1. Increase the visibility and reputation of competition, to improve the influence of the event, to attract the attention of sponsors; Popularization of motor sports culture, the establishment of the car culture public opinion guidance, foster atmosphere of competition, rise the attention of the game; Promotion of motor-sport, establish and perfect the driver training system, cultivating motor-sport enthusiasts.2. In view of the different stages event, combining with the characteristics of the spread of media, the choice of appropriate media to promote competition, as well as interactive web site, the spread of the emerging media such as weibo to implement interactive and interesting. To give priority to public relations, to work with the mainstream media planning communication activities, continuous make promotion of events, promote the motor culture.3.Learning from foreign formula one successful integrated marketing communication strategy, combined with the actuality of Chinese national conditions and the motor culture promotion, to develop a suitable integrated marketing strategy for our country:establish and maintain good relations with the media; Through ticket sales promotion, activities planning, and for nurturing competition atmosphere, to attract more public attention for the game; Developing related tourism to formula one, let the audience enjoy tourism and leisure at the same time, understand racing car culture. The key is to establish and perfect the driver training system, make the motor racing, car racing culture really into China...