Research On The Carring Out Sprots Marketing In China

With the global sports development, people's concern in sports is growing and preferencing, so enterprise promote their products and brands through sports marketing activities ,and it become more and more enterprise's choice and means. In particular, many well-known brands of multinational companies, such as Coca Cola, Nike, Samsung, using sports marketing to enlarge their popularity and brand value step by step. Sports Marketing increasingly demonstrated its tremendous commercial appeal.In recent years, with the huge effect of all major sporting events in China , how are the China's sports sponsor use marketing enterprises, as well as how the proceeds will be gradually attracted the attention of the people. Data show that in China every year there are about a sum of 5 billion yuan for sports sponsorship, more than the governments at all levels for the sum of sports funding. However, foreign sports marketing theory hasn't been improved yet, the internal's sports marketing have no perfect case for reference. How much marketing value is to bought by sports marketing can not be assessed now. At the same time the cost of sports marketing enterprises of resources are enormous, divorced from the actual needs of the market of sports marketing will not bring marketing value to the enterprise, but will have a negative impact on enterprises. Many domestic famous brands in the sports marketing strategy are committed such serious errors. How to carry out the sports marketing successfully, corporate marketing strategy with the combination of economic efficiency for enterprises, domestic enterprises need to pay attention to and understand this issues.This paper first review the marketing mix strategy, integrated marketing communication theory as well as domestic and foreign scholars on the study of sports marketing, and on this basis , defining the concept of sports marketing, describing the characteristics of sports marketing, and general form as well as it's value; Then analyzing the actual situation combined with China's sports marketing in the enterprises. First, it analyse the micro-environment and macroeconomic environment of China's sports marketing enterprises, the current situation as well as the main problems .According to the specific issues,it raised China's enterprises sports marketing strategy - market segmentation strategy, integrated marketing strategy, marketing communications strategy and the brand-strategy; And give specific implementation of the strategy for the analysis of the system, pointing out how to implement sports marketing strategy; To enable more viable marketing strategy, the paper has been selected to the more successful sports marketing companies as Coca-Cola case to analyse the successful implementation of China's sports marketing enterprises to provide useful experience.