Research On The Application Of Integrated Marketing Strategy In IP Operation Of Sports Events In China

Along with the rapid development of the national economy,the household spending capacity of our citizens' has improved day by day,including the demand of sports consumer goods.And in particular,the widely used of internet and mobile smart devices has make our country's sport industry to a new level.Meanwhile,a better national macroeconomics policy has also make the sport industry further forward,this can be measured from the development and speed of it.As you all known,sports events are the core and foundation of sport industry,and the core of sport event is these events' copyright.Due to the distinctiveness of sport event's copyright,the commercial value and social effectiveness of it are much larger than other IP.Then it attracted more and more social capital,the sport event IP has been established and is under huge competitiveness.Because the key to sport event's IP is to realize the commercial and social value through a proper marketing method,the marketing strategy in the sport event IP industry needs much attention.However,the traditional marketing strategy is mainly focusing on the organizers of the sport event,it symbolized as:simple marketing contents,inaccurate receivers of the advertising and one-fold profit channel.The attention needs to pay on our country's sport event IP is far less enough,particularly in the marketing strategy of sport event IP's operating.Regarding to the fact that the model of our country's sport event IP's development is prior to practicing,though there are many studies carried by academic world on sport event IP's operating model and consuming subject,the application study on marketing strategy is not yet caught much attention.Therefore,with a rapid growth of the internet technology,this article,has taken research findings from various channels such as: document literature,Baidu encyclopedia,expert views,inductive analysis and case study,setting the application of integrated marketing strategy in the operation of sport event IP as the object of study.On the basis of having analyzing the differences between integrated marketing strategy and traditional marketing strategy and the application of integrated marketing strategy of sport event IP operating.It has not only pointed out that the application of integrated marketing strategy in our national sport event IP operating is in line with the development of itself,but also has meet the demand forthis era.Meanwhile,it has concluded that a sport event IP with a good content has become the key premise to the success of sport event marketing.And on the other hand,the changes of the marketing strategy from a single marketing to multiple integrated marketing and the marketing strategy of sport event IP has to keep pace with the times.At last,this article has set “Kunlun Fight” MMA and “Wuhan city coordinates outdoor orientation” as examples and analyzed them.So,this article,mainly focusing on sport event,the concept of sport event marketing and the analyzing of its elements,as well as the current situation and problem that our national sport event IP faces,analyzed emphatically on the application of integrated marketing strategy of sport event IP operation,meanwhile,combined with analysis on “Kunlun Fight” MMA and“Wuhan city coordinates outdoor orientation”,aimed at providing a new research perspective and practical guidance for the operation and development of our national sport event IP in the background of internet era.