| Sport event perform a vital role in sport industry, its prosperous or not largely determines the scale of sports industry. With the rapid economical development, the scope of domestic sports market is expanding. The Chinese Serial A Football League began in 1994, from then on, domestic sport event start the marketability and the industrial production operation gradually. However, more than ten years have passed by, not only domestic sport event is falling into gradually the awkward region which is difficult to sustain, but also unceasing receives the powerful impact of each kind of "ocean sport event" .NBA Preseason, Formula 1 Racing, Tennis Masters Cup, Snooker China Open and so on are very popular, but the domestic sport event mostly pales by comparison, tough business. We will not be able simple to ascribe the reason of this kind of phenomenon to objective conditions such as sports level, the system and so on. Must realize soberly is that we know deficiency for a long time to commodity attribute of sport event, being short of concept and consciousness of sport event marketing, is really leading to one of main current situation cause. Regards sport event as one kind of commodity to carry on the marketing is objective outcome and inevasible chooses of the running of market-oriented economy system. In this transformation process, the innovation of marketing idea is the proposition which cannot be avoided to suspend in front of us. Nowadays the world, development of Internet advance at a high speed, the network causes marketing function in enterprise to have the profound transformation. The e-Marketing is not only the innovation of traditional marketing, but also has represented the marketing development tendency; it has brought the infinite opportunity and huge challenge for the enterprise. Carries on the discussion and the research to e-Marketing of sport event is one kind of ponder about the innovative marketing of sport event, has the theory value and the practical significance to raise marketability operation level of domestic sport event, to strengthen the compositive competitive of domestic sport event as well as to accelerated the fast development of domestic sports industry.This article takes the e-Marketing theory as the foundation, combines the special attribute of sport event as commodity, compares with and profit from the domestic and foreign successful sport event marketing example, combs and analyses more systematic and comprehensive the e-Marketing strategy and method of sport event, and proposes the corresponding countermeasure and the suggestion. Some research methods have been used in this paper, such as literature collecting, statistical, logical, analyzation and generalization and on-line search methods; according to the logic sequence of proposed the question, analyzed the question, solve the question to carry on the dissert. First expatiated on the background and the research significance of the topic of the sport event e-Marketing, then elaborated separately the characteristic of the sport event marketing and the e-Marketing, analyzed feasibility of e-Marketing in sport event marketing, then pointed out the question which existed in present e-Marketing of sport event and its origin, subsequently carried on the concrete elaboration for how to implement the e-Marketing of sport event from four aspects: the goal and the function, the strategy combination, the tool and the method and how the achievements appraisal, finally drew the conclusion and suggestion. |
