The Sponsorship Strategy Analysis Of Hisense Group For 2016 European Cup

With the rapid development of social economy and increasingly fierce market competition,in order to stand out from the competition,many companies have incorporated sports sponsorship into the marketing system of the entire enterprise as a new type of commercial marketing method.Hisense Group is a strong international multinational company.In 2016,it became one of the top ten sponsors of the European Cup.Hisense hopes to use the platform of the European Cup to increase the brand awareness and reputation of the world,enhance the brand image,promote the development of the business,and at the same time achieve “export to domestic sales” to optimize the brand image in China.This article uses literature,observation,and interviewing methods,based on the sponsorship goals and motivation of Hisense Group sponsored by the European Cup in 2016,Hisense sponsored the 2016 European Cup strategy as the research object,from the international marketing overview of Hisense Group,sponsor Europe.The analysis of Cup strategic motivation and the European Cup sponsorship strategy summed up the experience and deficiencies of the sponsorship of the European Cup and reached the following conclusions:1.As a transnational international company,Hisense Group is currently in an important period of globalization strategy.It hopes to increase brand awareness through sports sponsorship,enhance brand image and finally open the door to overseas markets,thus sponsoring some regional and international sports events.2.Hisense Group launched a sponsored marketing campaign based on its own globalization,focusing on promoting the development of corporate global strategy,promoting the promotion of brand image,and increasing product sales.3.The European Cup is the most influential football game after the World Cup.It has attracted the attention of fans not only in Europe but also in the world.Sponsorship of the European Cup will help the implementation of Hisense's international strategic plan.Hisense Group made full use of the sponsorship rights of top sponsors of the European Cup,sponsors' courtesy privileges and the use of various types of media for publicity exposure.In conjunction with the four thematic marketing activities,the brand has increased brand exposure and influence,and improved the brand's The popularity has enhanced the brand image and further promoted the development of the business.4.Hisense sponsored the European Cup is the first time for Chinese companies to sponsor the top events in the world as top sponsors.Whether it is from the brand's exposure rate or the promotion of products,it has achieved good results,and it has reached a very good level.The sponsorship goal he expected was a more successful Chinese company sponsoring sports sponsorships for the world's top events.At the same time,it has provided important experience for other companies in the three aspects of strengthening integrated marketing communications,sponsoring the "export-to-export" strategy,and sponsoring strategies that should tie in with corporate strategy.5 This time Hisense sponsored the existence of the European Cup without professional sports marketing team,controversy over advertising words and marketing activities,lack of continuity in the sponsorship short-term,Domestic and foreign Internet marketing is not balancedand and lack of continuity in the late period,so that the sponsorship effect has not been maximized.