China Around Taklimakan Rally Marketing Communication Strategy

In 1973,the World Car Rally Championship was formally established.One of the four major events of the International Motor Sport Federation will include this par with the World Formula One Championship(abbreviated as F1).It differs from F1 in that it is one of the harshest events and one of the most charismatic races.All participating vehicles must be made from R & D and production in the rainforest,muddy,snow Earth,desert and meandering mountain road and other different road conditions to race,The world every year through a variety of ways to watch the World Rally Championship players have nearly 1 billion.In 2004,China Around Taklimakan(International)Rally was approved by the State Sports General Administration and Xinjiang Uygur Autonomous Region.The Xinjiang Uygur Autonomous Region Sports Bureau,Baosteel Group Corporation,China Automobile Automobile Industry Federation and the China Motor Sport Federation jointly organized the Xinjiang Automobile Sports Association,China Around Taklimakan Motor Sports Club Co.,Ltd.,Xinjiang Motor Sport Association jointly organized,and this competition as a national A-level events.In 2011,China Around Taklimakan(International)Rally successfully upgraded to an international cross-country event.After nearly a decade of development,the "ring tower" through their own efforts,coupled with the unique geographical advantages,has been from an unknown off-road vehicle race successfully rose to a world-class large-scale off-road race,and become the whole Asia has the highest number of drivers,the highest bonus,the longest and full of the world's top car cross country rally.So far,China Around Taklimakan(International)Rally has gone through 12 years,successfully held 11 sessions.The rapid development also proved that the "ring tower" in China's influence,in the accumulation of the hone,the China Around Taklimakan(International)Rally has made a lot of valuable experience in the process of marketing and marketing,there have been many problems,and these problems Has not been summed up by the system together,which also China Around Taklimakan(International)Rally in the future development of the formation of a certain obstacle.In this paper,through a series of analysis of the literature,method,questionnaire survey,statistical data and marketing communication ofChina Around Taklimakan(International)Rally,the results show that:(1)China Around Taklimakan(International)Rally to the Xinjiang Autonomous Region of all walks of life have brought a certain impact,especially for the automotive industry,tourism development play a certain role in promoting.(2)Through the analysis of the marketing and distribution market of the China Around Taklimakan(International)Rally,it is found that the main problems of the China Around Taklimakan(International)Rally are: the effect of the brand competition is not enough,the audience for the off-road racing sports culture is missing,the scope of marketing communication is limited,the audience Less and so on.(3)Through the investigation and analysis of China Around Taklimakan(International)Rally viewers,according to the media selection characteristics of the China Around Taklimakan(International)Rally event information and the marketing goal of China Around Taklimakan(International)Rally,the marketing media and the way of communication are integrated.This paper provides a corresponding solution for the future development of China Around Taklimakan(International)Rally in marketing communication,which is intended to help the future development of China's ring tower events,and also provide reference for the popularization of Chinese cross country racing races and racing culture.