A Study On Strategy Of Sports Event Sponsored By Domestic Enterprises

Sports events are a good marketing vehicle, it has been widely recognized. This medium inject traditional marketing activities vitality for characteristics of many types, returns on large, and strong public. Lots of world's top brands use the important magic weapon get ahead of competitor such as Coca-Cola, Samsung and Nike.Today the domestic market is already very intense competition, the level of marketing direct impact on the growth and development of enterprises, some entrepreneurs are acutely aware of sports resources behind the tremendous energy. Many companies to sponsor sporting events as an opportunity to conduct a successful marketing activities, to create a number of well-known brands. However, there are more losers behind the success. A considerable number of domestic enterprises, did not get enormous benefits, but to assume a great risk, and enormous economic burden even to sponsor sporting events. Their failure can not rootless, there are some common reasons: lack of long-term planning, integrated marketing communications philosophy and knowledge of sports marketing, and so on, but the final analysis, mainly business strategy problem.This paper used literature, expert interviews, questionnaires, field trips law, case analysis, logical analysis research methods and so on. Integrated marketing communication opinion to be used analyse sports events sponsored inherent mechanism, to understand major motivation of domestic enterprises to participate in sponsorship of sporting events, and found the main problems. Propose opinion of sponsor principles, such as strategic, consistency, innovation, operational, transgender rights. Then there are three strategy levels to be divided: decision-making, choose, perform, and to explore the strategy objectives, tasks, methods, and corresponding program at different levels. Finally, "The 6th Red Bull N anshan Open" to be carried out as a case to study. It would like to sponsor sporting events in China's enterprises to develop strategy for reference .