Research On China's Sports Brand Transnational Marketing Strategy In The Last Two Olympic Games

The Olympic Games have the characteristics of internationalization,globalization andopenness,which have created a superior platform for the marketing activities of sports enterprises in the international market,such as brand building,brand culture dissemination,brand awareness promotion and so on.In 2008,the Beijing Olympic Games were prepared for large-scale production activities in the early stage of the preparation of sports enterprises,and after the Olympic Games,due to the stock backlog,commodity hoarding and other problems,the production of sports brands in China was developing towards a whole and unmarketable trend.Because of the reduction in the growth space of the sporting goods market after the2008 Olympic Games and the frequent occurrence of many sports brands' poor performance,on the one hand,the marketing activities of the Olympic Games for the market have become an important opportunity for the sports brand to go up again.On the other hand,the scientific formulation of the marketing strategy of the Olympic Games has become a sports brand in China.Problems to be solved urgently.As both the 2012 London Olympic Games and the2016 Rio Olympic Games are held in foreign countries,based on the brand marketing activities across national boundaries,the different national conditions and the Olympic environment have different effects on the marketing of sports brands in China,and the sports brands are promoting their own brand international competitiveness in the competitive international economic environment.All of them have actively chosen to adapt themselves to the development of international brand marketing strategy and take the initiative to extend to the Olympic Games.Therefore,this paper makes a comparative study on the two Olympic Games held abroad in 2012 and 2016,and introduces the SWOT analysis method to analyze the related problems involved in the transnational marketing strategy of sports brands during the Olympic Games and form a matrix,which is of practical significance to promote the maturity of the international scale of China's sports brand.At the same time,it also provides a certain reference value for the sports brand marketing of China's sports brand during the 2020 Tokyo Olympic Games.The conclusion is as follows:1.During the London Olympic Games,the transnational marketing mode of sports brands in China mainly adopts the form of official sponsorship,celebrity endorsement and cross-border cooperation,while the transnational marketing mode of sports brands in the Rio Olympic Games is mainly by the use of official sponsorship and new media marketing.2.The transnational marketing of the Olympic Games in China has advantages in brand recognition and international awareness,which is easy to establish contact with the Olympic Games and is conducive to the expansion of overseas sales.3.China's sports brand transnational marketing of Olympic Games is more traditional in marketing mode,resulting in poor marketing effect.There are deviations in sponsorship and huge cost.4.The global marketing trend provides convenience for the sports brand in China.The development of new media also breaks through the restrictions of national boundaries for the transnational marketing of sports brands.During the two Olympic Games,the sports brand of our country spread the sports brand culture at the same time that the marketing idea is butting the Olympic spirit.5.In the face of the complex Olympic marketing environment and the threat of competitive sports brand competition,the multinational marketing of sports brand in China needs to break through the multiple differences between countries and occupy a position in the exclusion of famous foreign brands.Facing the existing problems of our sports brand in the process of transnational marketing of the Olympic Games,combined with the current situation of China's sports brand development,the feasible strategies for improving the transnational marketing of sports brands during the Olympic Games are put forward as follows:1.Innovative product design,promote overseas sales.From the design of different grades of products,to ensure the balanced development of sports products,as well as the use of science and technology to lead innovation,construction of multi-country sales outlets to increase sales two aspects of strengthening.2.Accurately locate brand characteristics and make use of Olympic conditions.China's sports brand is required not only to grasp the brand characteristics,but also to enter the key points of Olympic marketing properly,so as to maximize the benefits.Moreover,we must accurately select marketing objects,foster strengths and circumvent weaknesses and sponsor resources so as to avoid wasting resources.3.Familiar with multinational marketing environment and developing multinational marketing strategy.On the one hand,we must cater to the needs of foreign markets and brand localization so as to stimulate the consumption of local customers.On the other hand,sports enterprises should introduce multinational marketing management talents,and flexibly adjust marketing strategies according to various influencing factors in the transnational marketing of Olympic Games.The transnational marketing of the sports brand Olympic Games in China needs to facethe cultural differences between two countries and even several countries,the restriction of the economic development level,the influence of the political system and so on.It is hoped that this study will give a definite inspiration to the long-term development of the transnational marketing of the sports brand Olympic Games in China.