Research On Marketing Strategy Of Nation Peasants’ Sports Event

Since the first holding of Nation Peasants’ Sports Meet in1988, it has been held for sixyears so far. The host of the Nation Peasants’ Sports Meet is China farmer sports association,department of agriculture and General Administration of Sport of China and it is co-organizedby the local government contractors. The Nation Peasants’ Sports Meet will be helpful topromote the implementation of national fitness program in the China vast rural areas, thedevelopment of the peasant sports and new socialist countryside, and the health of the broadfarmer masses. It will benefit the nation and the people.Although recent years of the Sport Meets attract some corporate participation andsponsorship through market development and investment, the main funds come from thegovernment’s financial input. This paper starts from the history and general situation of themarket development about every Nation Peasants’ Sports Meet by methods of literature,comparative analysis, interviewing with experts. Taking the Chinese seventh Nation Peasants’Sports Meet for example, analyze the organization structure, marketing models and marketingchannels and resources of the Marketing Department of Nation Peasants’ Sports Meet.By drawing on the successful experience of the Olympic Games marketing and the hostactual situation, combine the Nation Peasants’ Sports Meet itself characteristic to fully exploreand integrate the resources of the Sports Meet. This paper aims to discuss the marketingstrategies deeply, in order to improve the overall level and economic benefit, at last to realizethe sustainable development of the Nation Peasants’ Sports Meet.After the collection and analysis of the on-the-spot data, this paper puts forward thefollowing problems existing in the Nation Peasants’ Sports Meet based on the study of theexact measures of the marketing and sales of the seventh Nation Peasants’ Sports Meet: first,the management system of the organization needs to be changed. Secondly, the operationmechanism lacks of authority, continuity and integrity. Thirdly, the business model offinancing needs to be changed. Fourth, the rights and interests of the sponsors need to besafeguarded. Fifth, the Sports Meet lack of marketing professionals.Finally, through a brief review of the Olympic Games marketing development course andthe reference to the Olympic Games marketing success, this paper puts forward the NationPeasants’ Sports Meet marketing countermeasures: First, to establish and perfect themechanism of marketing management. Secondly, to establish and perfect the mechanism ofmarketing operation. Thirdly, the business model of the local government charges of theirown profits and losses needs to be changed. Fourth, to establish and perfect the mechanism ofprotecting sponsors’ interests. Fifth, forming a professional team of marketing.