The Impacts Of Experiential Marketing On Event Sponsors' Brand Preference And Purchase Intentions

With the social and economic progress,the flourishing development of the sports industry of our country community sports events of concern have also been vastly improved,which makes many companies see this opportunity,sport sponsorship is a marketing plan.It cannot be denied that for corporate sponsorship of sports events,not only to increase brand visibility,showing brand and corporate brand image,enhance brand competitiveness have important significance.However in the sports sponsorship market running at the same time,sponsorship costs are also increasing,looking around the world,Wanda cooperation with FIFA,Hisense sponsors European Cup,Alibaba has become a top sponsor of the Olympic Games,are spending huge sums to sponsored resources,huge sponsoring costs,return to how to become business professionals and researchers focused on.In the era of experience economy,in the face of homogenization of consumption demand diversification and brand status,simply by providing a product or service features can no longer meet current consumer demand,consumers are more focused on whether the brand can ensure that the product functions based on,can give them emotional interaction,on the value of content.Therefore,the theory of homeopathy for experiential marketing,is through the establishment of a new,distinct brand identity,include profound emotional branding activities,between the brand and consumers have a chance to interact,and to keep consumers happy,excited,and then establish a strong relationship with the brand's marketing.The research is based on current of economic form and sponsored reality,from qualitative and quantitative analysis of angle,first on both at home and abroad on experiential marketing,and events sponsored,and brand preference,and purchase intentions,related literature research for has Combs,and this based on Bernd H.Schmitt of strategy experience module for due to variable,brand preference,and purchase intentions for results variable,established has experiential marketing on events sponsors brand preference and the purchase intentions effect of relationship model.While,to ERKE sponsored Shanghai Masters for empirical research of specific content,through in events site questionnaire of issued and late data of collection,using SPSS21.0 on data for letter effect degrees analysis,and factor analysis,and correlation analysis,and return analysis,on research proposed of assumed and model for validation,specific obtained following several conclusion:(1)The marketing target of the enterprise decides the choice of the sponsoring strategy.2)experiential marketing the dimension degrees on brand preference,and purchase intention has significantly of are to effect.(3)experiential marketing to the event sponsor's degree of influence brand preference were: feel experience> act experience> think experience> scence experience.4)Experiential marketing to the event sponsor's degree of influence purchase intentions were: act experience> feel experience> scence experience> think experience.Based on this,the following marketing ideas for sports events sponsors:(1)Innovate actively,joining technology,online open sponsorship preheating,multi-faceted drew audience attention and interest in brand.(2)Put a lot of emotion into it stimulates participation events brand audience's emotional needs.(3)Looking for the value of sponsored events and brand integration,with event viewer for events emotional attachment and stimulate their reflection on the sponsor brand,formed since the brand resonance.(4)Clear brand positioning,continued market activity,innovative research of brand products and inventions,and try to establish a healthy brand image to establish long-term brand characteristics.