Study On Sports Event Marketing

Premier Li Keqiang at the September 2014 meeting of the executive meeting of the sports event approval system to relax the policy,commercial/mass sports event approval system canceled,since then we can see China's determination to accelerate the development of sports industry,sports events as the key point of the sports industry has become the focus of attention.Sports events not only have the value of sports,but also has the characteristics of continuous,comprehensive,long preparation time,huge investment,high participation and competition level,and the successful holding of sports events can lead to political,cultural,economic,etc..The development of sports events for the participants and the interest of sports spectators and the development of the corresponding products and services is one of the functions of sports marketing is to bring new economic growth potential business opportunities.Sports success is to promote held cities and their surrounding urban economic growth,the sport itself involves a wide range of potential consumer groups this is indisputable fact so sports events have been able to become the most vitality and potential of the industry of contemporary.Based on scientific theory,this paper discusses the marketing of sports events,from the sports marketing(sponsorship,ticketing,broadcast,advertising),to discuss the marketing mode and the existing problems and solving methods.Through the above research,we can make sure that sports event marketing and consumer relationship is clear.On this basis,this paper focuses on the commercial sports events as the research object,through the case study method,to the domestic and foreign successful sports marketing case such as NBA,Olympic Games and other famous and influential event ticketing,advertising and our country CBA,AFC and so on to analyze and learn from the successful experience,and China's specific national conditions such as CCTV broadcast nature,of TV relay right of sports law,network media system and so on to the sports event marketing were discussed.Finally,based on the above analysis of sports event marketing direction and marketing strategy of sports events in line with the national conditions of our country.