体育营销外文文献及翻译 第3页
of Olympic Games intellectual property rights. Only in this way can the ideal effects be achieved.
According to relevant information, more than RMB10 billion have had been spent on sports support in the past nearly two decades, but the final effect in not that satisfactory as expected. So the enterprises need to remain calm when participating in the sports marketing.
2.4 Giving satisfying answers to the test paper of sports marketing
In spite of many unsuccessful examples, more and more enterprises will set foot on the sports marketing field. Large enterprises boast dominant advantages in the high-end sports events (for instance, the two intervals of Ads time in CCTV for the live broadcast of German World Cup and the exclusive titling of the shooter-list were overbid by a domestic telecom tycoon with more than RMB 100 million). SMEs have their own suitable choices as well. Whatever choices are made, they have to give satisfying answers to the test paper of sports marketing.
The basic function of sports marketing is to establish and improve the relations between enterprises and consumers. During the 2002 World Cup, a washing-powder manufacturing enterprise simply adopted the marketing strategy of offering buyers football tickets. However, its consumption group was mainly household wife oriented rather than football fan oriented; consequently原文请找腾讯752018766辣-文^论^文.网
http://www.751com.cn a strategy. Enterprises must employ the idea of integrating marketing so that to be engaged in sports marketing, making consumers recognize their brands by blending the sports culture into the brand culture.
2.5 EXAMPLE :Nike 32 confined Emotional Marketing
2008 Beijing Olympic Games approaching, triggering strong domestic and international business organizations and took Olympic trips gain higher profits. However, delicious cherry tree planting difficult, retrieval calendar year in the Olympic enterprises bills, both successful arrival at the winners have the losers lose everything. Special planning of this sports marketing business reports show, the reporter in Shanghai, Beijing, two in-depth investigations, interviewed had 10 years experience in sports marketing dozens of the industry, Interpretation of international enterprises and local companies Nike Li Ning sports marketing company in the success or failure of the "piggyback" the commercial institutions, sports marketing methods and experience.
Nike was founded on 30 defeated veteran competitors adidas played first in the world. Nike because of the success of China Liu Xiang, a series of activities planned by the industry and widely commended. Nike's success is not to sell shoes, only marketing emotion.
Sponsorship of sports events rarely behind
Liu Xiang since the Olympic Games in Athens 13:59, it will become the countless companies competing sought after target And now Nike, Inc., of the staff and fraternizing Liu Xiang, exchange pleasantries, because of Nike back in 2002. When Liu Xiang, the media or the freezing point when he signed.
Athens Olympic Games, the Chinese delegation 32 gold medals with 12 is sponsored by Nike, including canoeists, tennis breakthrough project. Why only Nike can be perceived advantage? Nike told his personal experience in the sports industry wants to become complementary companies, sports marketing is not a sponsor, - going to be more innovation.
Corporate sponsor of the event often has to spend a huge sum of money. Li Ning, Shanghai GM, General Motors (China), Nongfushangquan, 10:04, Qingdao Red Dress as a leading partner of the Olympic Games. every enterprise to the value of the Chinese Olympic Committee to pay 10 million yuan in cash or products, Cash which should not be less than 90%. Correspondingly, the company rarely Nike sponsored sports events, but its brand exposure has never less than that of others.
Big Size | Bo Rui | 13
The 1996 Atlanta Olympic Games, 12 paid 46.5 million U.S. dollars the company has been named the Official Sponsor, including adidas. Nike and has quietly acquired the Atlanta City all prominent positions billboards, a Nike exclusive advertising. According to Nike in the high-level briefing, in the Olympics, Nike sponsored the national diving team in swimsuits, In fact, the company does not manufacture Nike swimwear, but this temporary bought a factory. Indeed, by the Li Ning Company-sponsored service award winner also won the podium eyeball, But many of the media, but visible on screen athletes jumped into the water from the air, beautiful moment, no doubt Nike has the upper hand.
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