The Study Of MengNiu Dairy Group's Sport Marketing Tactic

In this paper,the sports marketing refers to the non-sports corporation,through in-kind or funds with the sports organizations, activities,projects such as the establishment of some kind of contact to obtain the appropriate marketing resources to focus on brand positioning,and the use of advertising,public relations,promotions, and other means of communication integrated marketing processIn the adverse situation of lose sponsors qualified of Beijing Olympic Games,Mengniu Dairy Group rapid adjust the direction to the line of public sports and entertainment sports.2006,with CCTV,the General Administration of Sport sports community center to reach the strategic cooperation to create "between cities" large body-fitness activities in 80 cities nationwide;2007,invite Chinese women's federation as a another host,"between city" into the grass-roots community;in early 2007 sponsored by NBA,becoming the official partners of NBAChina and the only designated milk Products supplier to China in the NBA's strong influence as the other sports marketing tactic.Market research has shown that Mengniu is one of the brand which be mistaken for the Olympic Games sponsors.This article is divided into four parts,the first part of the selection made on the basis of sports marketing and had a comb and define,at the same time difine the related theory of this paper;the second part difines the research subjects and methods;into the third part is the Mengniu's sports marketing tactic,first reviewed Mengniu' s development process, introduced Mengniu's brand tactic and brand aspirations of its traditional marketing tactic and to sum up,pointing out the shortcomings of traditional marketing,this is the driving forces that why Mengniu proceed to Sports Marketing.And This was followed by Mengniu of sports marketing research,Mengniu sponsored by the loss of Olympic qualification,how to face the adverse situation of loss the sponsoreship of Olympic qualification,how to carry out sports marketing.Use SWOT toAnalysis Mengniu' s sports marketing,find out their strengths, weaknesses,opportunities and threats,and analysis of YiLi' s sports marketing tactic,develop Mengniu' s tactic.Followed by a detailed analysis of the " "Between Cities " and ally with the NBA,including why the choice of body-fitness,how to operate "Between Cities",how to deal with Erie's Olympic tactic,analysis of the expected results,and so on.what is the purpose and significance of Mengniu which choose to cooperate with NBA,what kind of access to marketing resources,which carried out activities,in the third recall of its sports marketing achievements,summing up his experience,his analysis of the shortcomings;fourth Part concluded that Mengniu and follow-up to launch the sports marketing proposals.