College Basketball Tournament Sponsored By The Marketing Strategy Research

At present, the main difficulty of the multitudinous basketball sports game holding in our country universities is funds short question, funds of some universities basketball sports game mainly comes from enterprise supports, but, the university organizer is often passive in game sponsor as lacks of the design of "the basketball sports game product" and the marketing operation method. As the successful example in market exploitation, the china university basketball super League (dachao) attach importance to plant fan market, simultaneously has established the long-term partner relations with many sponsors, which have the instruction and the model significance. This article precisely put the model -"dachao" and the university basketball game the author participates in organizing, which cooperates with China Unicom as the successful case, research the strategy of how to gain the supports in marketing and discuss the brand construction of the basketball game.University organizer, sponsor and spectator is the three main body of university basketball, this paper analyses this bodies characteristic and problem absent themselves by questionnaire survey, and found the sticking point why the game marketing's development is so hard-------low-level of game quality, low-enthusiasm of university organizer, cannot effectively attract spectator and media, the investment value is little.In succession, this paper put forward the way of how to solve the problem in marketing strategy, firstly, setting the marketing ideology, secondly, improving the enthusiasm of university organizer, thirdly, improving the quality of game and the diathesis of team member, attracting more spectator and media, then, allure the investment.At last, through combining the analysis of the College Basketball games' mainly participators and the strategy of marketing to the experts' opinion, we conclude that: (1) the feasible steps of marketing of the College Basketball games, 'analysis of games-choose the sponsors-cooperate with media to magnify influence-design the project and pay more attention to the pertinence of the project-connect with the sponsors-the strategy of the negotiation-contract for sponsoring-organize the game-ensure to report the games through the media-evaluate the games afterwards"; (2) we can establish the whole brand of the College Basketball games, establish the brand group 'basketball star-basketball team star-the alliance of the College Basketball games", establish the long-time effective mechanism of the marketing of the College Basketball games.