Evergrande Group Sports Marketing Strategy Research

As sports are getting more and more specialized and commer cialized,sports marketing has gained more and more attentions by lots of enterpri ses as an effective method of marketing. In recent years many domestic enterpris es have successfully used this kind of method and finally achieved good develop ment. As a kind of outstanding typical,the Evergrande group has received lots of social attentions and its successful experience has become one of the great focu s by many scholars. Although these scholars have already deeply researched on i ts sports marketing strategy,they just more focus on the football club which has the greatest influence,and did not have a deep exploration about its stage devel opment.Adopted the methods of literature and logic analysis,the paper summarizes t he connotation and characteristics and categories of sports marketing,then it concl udes the relevant research status about domestic sports marketing. The paper als o uses case study method to analyze Evergrande group's three-staged sports mark eting strategies and the results shows as follows: Firstly,the first stage of Evergra nde group sports marketing strategy is putting sports as the carrier of marketing,i t featured as sponsoring and naming sports event to obtain a good brand publicit y,during this stage, participating in sports activities for enterprises is a kind of s uperficial single marketing method. The second stage of Evergrande group sports marketing strategy is founding professional volleyball clubs and exploring transf ormation and upgrading for the marketing method. The group has achieved emoti onal recognition by fans and sports enthusiasts by way of developing sport event s,sports clubs and sports stars,it mainly focus on developing sports clubs and put ting this both as a carrier of sports marketing and a part of enterprise developm ent. The third stage of Evergrande group sports marketing strategy is mainly foc us on constructing professional football club and increasing the intensity of sport s marketing transformation and upgrading. During this stage, the effect of the tra nsformation and upgrading is becoming more obvious,the role of marketing platfo rm is also improving. Constantly improving the athletic level and grade has beco me the Evergrande group's new highlights,it not only promotes the group's other traditional business but also encourages its pluralistic development.At last,by analyzing the different three-staged sports marketing strategy of th e Evergrande group,the paper indicates that an enterprise can not only use sortsas a method and platform for marketing but also put sports as a part of its plur alistic development which based on the enterprise's practical condition and needs.The study also shows that whether implementing sports marketing strategy are i nfluenced by such factors as enterprise comprehensive strength,economic conditio ns,physical culture and leaders personal preferences. Therefore,choosing a sports marketing strategy and method for a enterprise should combine with its own con ditions and do not blindly copy.