Corporate Sports Marketing Communication On The View Of 2008 Beijing Olympic

With the rapid growth of China' s economy in recent 30 years and gradually improvement of people' s living standards, the passion for athletic sports have become a trend of the times. International sporting events have settled in China recent years, including 2008 Olympic Games successfully held in Beijing and 2010 Asian Games will hold in Guangzhou. At the same time, sports has highly spread and paid a highly attention to a wide range of audience groups for marketing communications, and sports brought about by a series of emotional and cultural experience, which can be caused by the strong response of participants. Sports take a good opportunity to be a carrier shape a new and differentiated corporate brand personality. At the meantime, 2008 Beijing Olympic Games is an opportunity for China' s development for marketing communication, sports marketing in China will also improve in the peak.This article is divided into five chapters, Chapter I gives an account of the background and significance of Sports Marketing Communication, summed up status in quo at home and abroad at Sports Marketing Communications Research, and then disseminate research shortcomings. Chapter II put forward the theoretical basis for this article, use the communication theory to analyze Sports Marketing Communications related issues. In which describes the concept of sports marketing communications in details, and further explain "Sports Marketing" and "Sports Marketing Communications" concept, the analysis of both the internal and essence of the distinction. Sub-section then profoundly analyze the communication characteristics, model and results of Sports Marketing Communication, summed up the theory development of Sports Marketing Communication. Chapter III take Beijing Olympic Games as an example to profoundly expatiate content and features of Sports Marketing Communications. First of all, this chapter introduces the Beijing Olympic Games and the profile of the main mode of communication, and then sort out main business with the Beijing Olympic Games to carry out a major marketing communication channels. Chapter IV prospect four major trends of Sports Marketing Communication in the future. I hope this can be a source of inspiration for sports marketing communications theory and practice in the future.This article expect to add the study of Sports Marketing Communication, aimed at deeply study the development of Sports Marketing Communication. The value of this article is from the Communication perspective, combined with the Beijing Olympic Sports Marketing Communications, take research at the development of the status quo, especially explain the concept of Sports Marketing Communication. And briefly introduce the communication of the 2008 Beijing Olympic Games, and forecasting the future development trend of Sports Marketing Communications.