Research On Sport Marketing Strategy For Chinese Enterprises

With the China's market economic system and people's living standards continuously improving, sport is more and more playing an influential role in the national economy, and its market value of the media also grow. Sports marketing(SM), in accordance with the laws of the market, Combing the need of enterprises, integrating enterprise resources, focusing on brand-building advertising, is a marketing tool which integrates the sports cultural into the culture of brand and corporate, through a series of sports activities to establish a corporate image, increase their brand awareness, create consumer demands, and create a favorable external environment for development.The paper introduces the character and function of SM .In a survey of domestic and foreign SM's development. Compared to previous results, there were many problems in the SM's development in domestic enterprise. The orientation was not clarity of Marketing, the lack of longer strategic programming, the interaction was not enough between brand and the sport activity, the lack of ideology of integrated marketing, the lack of institution of SM and interrelated people. Basing the analysis above, the paper discusses the marketing strategy in Chinese enterprise. The process include ascertaining marketing orientation, designing subject matter of sport affair, electing the appropriate form of sport affair, integrating marketing spread and proving the results after the analysis of the SM case of Samsung mobile telephone. Research and practical implications, as well as suggestions for the SM in domestic enterprise, are discussed. The suggestions expect the enterprises should pay attention to longer strategic programming, the interrelation between brand and the sport activity, innovative strategy and integrated marketing spread in domestic environment.