The Research On Le Coq Sportif Sponsored 2015 Tour Of China

Based on the Le Coq Sportif sponsored 2015 tour of China of the sponsorship behavior as the research object.Through the literature material method,logic analysis and field observation,The Le Coq Sportif sponsorship motivation and goal,the path of a goal,and sponsorship effects evaluation and existing problems on study,The conclusion as follows:1.Le Coq Sportif to enter the Chinese market,positioning in the high-end market,stores are mainly distributed in the economy is relatively developed areas;Le Coq Sportif flagship sports leisure,golf and cycling three series;For the Chinese market,Le Coq Sportif formed including entertainment sponsorship,sports sponsorship and golf bicycle sport sponsorship marketing as the main body of the sponsor system.2.Tour of China is a high level of international competition,Le Coq Sportif,hope that through sponsorship 2015 Tour of China to achieve enterprise brand publicity,improve business visibility,set up the Le Coq Sportif,professional image in the field of cycling,advocating the motivation and purpose of green and healthy lifestyle.3.Le Coq Sportif is a Tour of China's official sponsors,on Tour of China apparel,acquired intangible asset use rights,resources for sporting events,media publicity rights,right of guest hospitality,such as equity returns,and in view of the Tour of China float parade,glory,cycling,start ceremony,ceremony and carnival theme marketing activity in the ring.4.2015 tour of China's Le Coq Sportif sponsorship evaluation mainly from two dimensions of brand equity and relationship goals.In terms of brand assets,Le Coq Sportif raised the brand awareness,set up the brand image of the healthy lifestyle.In the aspect of relationship between the target and promoting the Le Coq Sportif customer relationship,cooperation relations,employee relations and the construction of community relations.5.Le Coq Sportif without complete marketing plan,sponsorship activities are limited to events held during the competition,with Le Coq Sportif brand exposure is given priority to,appear Le Coq Sportif sponsorship decision lack of holistic thinking,a lot of sponsorship and insufficient resources,lead to sponsorship is difficult to achieve the best effect.