Research On Sports Sponsorship Strategy Of Well-known Sports Goods Companies In China

Sports sponsorship is a important element in enterprise brand management,the accurate sports sponsorship strategy is a key for enterprise to acquire effective consequence.First,the article reviewed the research about sports sponsorship with the literature material law and constructed a analytical framework for sports sponsorship strategy,which contains sports sponsorship resources,sponsorship level,continue sponsorship and sponsorship consequence evaluation.Second,the article analyzed the sports sponsorship strategies of ANTA,Lining,PEAK,361°and XTEP with case study method.Third,compared the sports sponsorship strategies of ANTA,Lining,PEAK,361°and found the appropriate and inappropriate approach,than put forward suggestions.The results of the research showed that the enterprises' sponsorship resources always contain sports game,sports organization and athlete;in sponsorship level,because of lack of resource,the enterprises always take low sponsorship level in well-know sports resource,and take high sponsorship level in ordinary sports;in continue sponsorship,the enterprises could keep sponsoring;in sponsorship consequence,the ANTA has a stable relationship with consumer,but others lacks stable relationship with consumer.In general,sports sponsorship is very important in brand construction,the enterprises can adopt different strategy in sports sponsorship.After analysis,the enterprises have some questions in sponsorship,first,the enterprises lack resource to support sports sponsorship;second,the enterprises have no coordinate with other brand activity;third,lots of channels of communication decline the consequence of sports sponsorship.On this basis,the article put forward some suggestions,first,the enterprises should take different strategies in sports sponsorship and promote consequence by appropriate strategies,the enterprises should avoid look for the well-know resource blindly;second,the enterprises should examine brand strategy with system perspective and strengthen coordination in different activity;third,the enterprises should take different channels of communication to promote communicating effect.