Study Of The Impact Of Sports Marketing, Corporate Brand Assets

Content:As social and economic development, the popularity of sports in all countries as well as the changes of people consumption habits, consumption concept, Sports industry has become the most promising emerging industries in 21st century, their output value is rapidly rising in the proportion of the national economy, sports has been integrated into the daily life of ordinary people. Modern society expanses sport from the sports of a small number of people to the popular sports activities, sports has become the most attention field focused on public relations and emotional needs, sports has evolved to equal, happy, healthy spiritual sustenance. Now enterprises is increasing homogenization, competition among enterprises has evolved into various means of marketing and strategy for competition, from traditional price competition to the quality competition, and then to today's brand competition, consumers will be more rational choice competition winners of brand. Sports Marketing as a marketing mix, the main function is the sports culture embodied in sports into the enterprise products, so as to achieve the integration of sporting culture, brand culture and corporate culture, Sports Marketing as a business a competitive edge enables brand into fashion, health, dynamic elements to attract more high-end, young, loyal audience to together among consumers and business, other methods of marketing is also often can not achieve. Many enterprises has been to understand unlimited business opportunities behind the sports, and to hoist the flag of the sports marketing to develop sports marketing activities, sports marketing has become a good opportunity to upgrade business brand equity, sports marketing as a marketing method has been mentioned to the strategic height. Beijing 2008 Olympic Games and the 2010 Asian Games in Guangzhou, and other sporting events held in China, has provided a historic opportunity for China's enterprises enhancing brand value. But China's enterprises sports marketing experience is not rich, and also not understand in-depth how to excavation sports resources in the marketing process and avoid the risks, These problems are become seriously bottlenecks and obstacles of Chinese enterprises operating in the sports development.From the beginning of the 1990s, the concept of brand equity began to have an impact on our country in the practice and theory. Brand equity is an important component of the Brand Theory. Present study on the brand assets focused on the consumer perspective, including the brand knowledge those relating to brand awareness and brand image elements, as well as brand loyalty. The relationship between brand equity and marketing combination has become an important research subject of the brand equity. The research how sports marketing in the marketing mix to influence brand equity is the main focus of this paper. With China's 2008 Olympic Games, 2010 Asian Games and other sporting events held in China, between the reality demand among the sports marketing and brand assets relations is growing. With the basis of recalling relevant literature on sports marketing and brand assets, this paper integrated on the brand equity and sports marketing, and establishment a relationship model between sports marketing and brand equity core dimensions from the consumer point of view through empirical research methods, and a data acquisition. Analysis of data obtained the conclusion of the relationship between the dimensions of sports marketing and brand equity dimension that sports events' audience perception cognitive only generated to a positive correlation about perceptual quality and brand equity, the correlation between the two sides generated to a positive correlation about perceptual quality, brand lenovo, brand loyalty, and brand equity, and explain the internal mechanism about the relation of sports marketing and brand- assets. Based on the above discovery, the author put forward suggestions about enterprises enhance brand equity strategy based on the Sports Marketing, finally, on the basis of the conchision of the study, this paper pointed out that the limitations of institute and the issue about future study.