A Study On The Status Quo And Resource Of Marketing And Communication Strate Gies Applied In Large Scale Sports Events

Sports marketing is a new marketing method and means, and sports marketing isan initiative communication option originating from the combination of thebackground of information society and developments of modern sports. Taking theadvantage of "sports" platform for marketing, brand communication and brand valueenhancement has become a trend in the world. In this paper, the author takes literatureresearch method, comparative method, case studies, inductive and deductive logicalanalysis as well as marketing, communication, and sports industry theories to studythe subject, results and its evaluation, marketing trap and other related issues, andforms conclusions as follows:First, compared with traditional marketing, sports marketing has its own uniqueadvantages. The propagation characteristics of the sports marketing lies in itstransmission mode which have the virtue to across time and space, its economical andpractical means of communication. It is an integrated marketing communicationspioneer with subtle and powerful communication tools.Second, the generation of sports marketing is closely related to modern OlympicGames. Especially after the1984Los Angeles Olympic Games, sports marketingpractice has gained rapid development. Large-scale events are the most eye-catchingand most powerful platforms in the world, providing a great deal of space andpossibilities for sports marketing. In turn, organizing committees can raise necessaryfunds to safeguard the normal operation of the events through sports marketing.Third, the sponsor of Olympic Games is a sophisticated schematic system. Therewere five levels of sponsors in2008Beijing Olympic Games while four levels in theLondon Olympic Games. In the two Games, there were14overlapping co-sponsors,eight of which were global partners, one partner of the Olympic Games, one Olympicsponsor and four Olympic suppliers. Beijing Crystal Digital Technology Co., Ltd. isthe only Chinese enterprises that sighed both with Beijing and London Games.Fourth. It can be found from the analysis of Beijing Olympic Games and LondonOlympic Games that Olympic sponsor system has the following characteristics andtrends: rising sponsorship subsidy, relatively stable composition of the first level(TOP Plan) sponsor, Olympic sponsorship localization; large percentage of strongcompanies among sponsors, larger percentage of American companies and host country companies; rising proportion of sponsors from service sectors and a distinctcontrast of Olympic sponsorships adopted in China and the United States.Fifth, communication theory holds that mass communication shall has socialeffects at three levels, namely cognitive level, psychological and attitude level andaction level. The evaluation of sports marketing communications’ effect shall also beconducted at the three levels.Sixth, practice of sports marketing needs to be accompanied with full, in-depthunderstandings and strategies, otherwise it tends to fall into marketing advertisingtraps, marketing tactics, marketing panacea trap, sports marketing equals sportssponsorship, sports marketing equals event marketing traps. Given the paper’sanalysis results, the author puts forward the following pieces of suggestion fordomestic sports marketing: corporate sports marketing should focus on brand strategyplanning; there is a necessity to train a group of professional sports marketingcompanies; sports sponsorship shall match brand positioning and productcharacteristics; sports marketing requires effective integration strategies; Companiesneed focus on network marketing.