The Research Of Issues About The Sports Marketing Enhancing The Brand Values

ABSTRACT:The competition between enterprises now is not only about product and technology; it is more about brand competition. Having a strong brand is important to improve sales revenue and market share. A strong brand is core resources of the enterprises that cannot be copied; it can help the enterprise gain a long time competitive advantage. So many enterprises take a lot of effective marketing methods to improve their brand value. Among them, sports marketing is an important one, and for its unique strengths in improving brand value, it is attracting attention of enterprises.Although our country’s enterprises have known the effect that the sports marketing have on brand value improving, they have been random in using it, lack long term strategies and pay attentions only to sensational effect. They do not follow the brand strategy, and use too simple methods. Sports marketing is not implied scientifically by enterprises, so the academic need to do research about it. sports marketing Academia’s field about sports marketing is only about the general process, no related to the combination of sports marketing and brand value improving. So the aim of the thesis is to research sports marketing improving brand value to provide guidance to sports marketing practice.The thesis base on the theory of sports marketing, brand value, combination of sports marketing and brand value to research, file the theories, put forward the general process of sports marketing, thing that in order to do sports marketing, enterprise need to evaluate the position of the product and the brand, then establish the aim. The sports marketing need to choose the proper resources based on conditions, use integrated marketing methods, and then evaluate the effect of the sports marketing. The paper explore the formation of brand value, show that the formation of brand value should follow the brand strategy and brand position, and developed in the turn of brand promotion, strengthen and maintenance. Then do comparative analysis, put forward the strategy model of sports marketing improving brand value. Then the thesis researches the efficacy and characteristics that sports marketing have in the formation and improving of brand value. At last, the thesis uses a case "one for one" from sports brand361°to prove the model.