Research On Chinese Internet Advertising Status Quo Of Sport Manufacture Company

As a new highlight of physical and economic integration,sports online ad swept the world, its influence and effect has been recognized more and more by business owners, and many sporting goods companies have chosen it as an important marketing method. Researching on sporting goods companies current online ad situation in our country,and identifying its problems, the paper can provide some suggestions to improve the online advertising effect of sports goods company.This study summed up the sporting goods business serving online advertising in China's current situation, factors that affect development by literature;and use logical,case analysis on China's online advertising market data and its'specific cases to identify successful experiences and problems and make cost-effective Internet advertising strategy recommendations.Findings: Sports online ad appears late, mainly in the form of video content, static image ad, video, dynamic small window, e-mail, animation, floating, pop-up window message, text links, forum post ad, text keywords advertising, advertising and other built-in games; 2002-2006, China's sports goods expense of online ad maintain high growth trends because of 2008 Beijing Olympic Games. Sports online advertising, especially in activities of sport goods company online ad increase a lot; sporting goods company as an important part of the sports industry, its network of advertising by the national macro-policy, economic development and cultural impact of environmental change, promote and guide; the more inclined to put Select the sports events during the implantation of a web video, online community soft, search engine keywords and start the mobile Internet and other forms of advertising. China's sporting goods advertising business both in scale and form are very commendable, but there are some disadvantages: much focus on same media selection,single ad forms, less innovation and difficult effect evaluation issues.For the sporting goods business in China's market status and problems of delivery, the author gives the following recommendations: Deepening study of the target customers habits of surfing on the internet,sporting goods companies can take accurate, differentiated marketing strategy much more effectively. Emphasis on advertising results, actively use high attention and emerging form of advertising, which attracts more attention.Seize the timing of sporting event marketing, to take deep research on sporting event, using differentiated advertising strategy. According to the mobile terminal users browsing habits, take point to point advertising, for seizing the advantage heights of the mobile terminal advertising.