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Research of Chinese Sports Competitions Integrated Marketing Communication Mode

Author: WenChunZuo
Tutor: LuYuanZhao
School: Guangxi Normal University
Course: Humane and Sociological Science of Sports
Keywords: Sporting events Integrated Marketing Communications Mode
CLC: G80-05
Type: Master's thesis
Year: 2009
Downloads: 204
Quote: 0
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Abstract

At present, China's sporting events are faced with the globalization of sports business activities, the severe test of the global liquidity and the internationalization of the domestic sports market as well as sports resources configuration. Face events invasion of foreign brands, domestic events dismally how to enhance the competitiveness of the operational organization of sports events have to face severe and urgent issue. The 21st century is the century of brand competition, brand relationship building is the key to modern marketing, integrated marketing communication is the key to build brand relationships. Integrated marketing communication mode of the sporting events in China to explore and research, is an innovative marketing thinking in sports events, sporting events in China market operation level, and enhance the comprehensive competitiveness of China's sporting events, and promote China's sports industry rapid development, changing the concept of operations and discipline construction has theoretical and practical significance. This paper the use of literature, expert interviews, comparative analysis, logical analysis, case analysis, the analysis of the operation of the market-oriented status quo of China's sporting events, drawn to the operations of our sporting events there is not clear market positioning, not clear; single marketing content developed deep enough, not strong systemic backward; the operators organization's philosophy, methods and means of other issues, we must introduce advanced management concepts and management methods to change the status quo, integrated marketing communication theory to fit the requirements of the times, Moreover, China has a market-oriented operation of sporting events liberal economic environment and the well-off society driven by favorable conditions of mass sports consumption to the tournament Development provided a powerful driving force of sporting events to introduce integrated marketing communication theory, is necessary. The systematic review of domestic and foreign scholars on sports marketing, integrated marketing communications and brand communications perspective based on, respectively, from the IMC organization building events, sporting events, brand management, IMC planning process for sporting events, sporting events brand integration dissemination, sporting events integrated marketing communication support system several ways to build integrated marketing communication mode of the sporting events. Event organization in the past there is unreasonable structure and the scarcity of human resources, inter-organizational collaboration inefficient defects, Marketing Communications Management Department to establish a direct part of the senior management, in order to maintain two-way communication with all departments. Create events brand positioning, brand tournament dissemination tournament name, brand logo, brand logo, brand and packaging design elements to lay the foundation for brand communication for the event. Sports marketing planning sporting events the beginning of the operational procedures of the market-oriented sports marketing planning process including: planning, execution and control of the three stages. In the planning stages, the first outside the Mainland internal and external environment analysis, establish a dynamic database of relevant beneficiaries. Next, on the basis of the previous, determine marketing objectives, marketing objectives, target market selection. Runtime decide \Control phase is to evaluate the objectives, identify gaps, and timely feedback to adjust its strategy and consistent as possible and target. Events brand brand by brand, the organization of the service, the brand, the brand symbol combination; events brand positioning and brand image decomposition based on event organization dissemination of IMC's overall plan to develop a good brand, unified and coordinated brand communication, avoid conflict and waste of resources. CBA league to improve the quality of competition is to expand the game influence; borrow charity aura, tree social image; packaging players and tournament, interpretation of the brand connotation; take Olympic stage to enhance the brand influence the accumulation of brand equity, improve brand reputation and loyalty degrees. According to our current environment, taking into account the integrated marketing communication sporting events that may be encountered obstacles, organizers of sports events should be sporting events, brand culture, enhance the execution of staff and changes in the budget three areas to seek support. From surface cultural events of the sporting events brand culture, middle culture and deep culture begin to blend into the traditional culture of the nation. Sports events management departments should organize events internal staff including athletes, including in-depth study integrated marketing communication plan to strengthen business training, the establishment of a system of measure, and improve employees' enthusiasm, and thus effectively improve the execution of the staff. Change the traditional marketing unreasonable budget way to save operational costs. Market-oriented operation of the sporting events in China has just started, the recommendations of tournament operations organization to learn from the experience of foreign brands tournament operations, combined with the characteristics of our country, to seek a suitable own integrated marketing communication mode, to create brand events.

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