Research On Sport Sponsorship Issues Of XTEP Family Business

With the continuous development of China’s economy and society, people’s needs and choices in the field of consumer goods also quietly changed, especially rich in material goods today, people’s consumption level and structure has been greatly improved. In our consumer consumption has gradually entered the development stage, became one of the hottest consumer movement for human consumption. It is also in motion to stimulate consumption, China’s sports equipment, sports apparel has been an unprecedented development, the emergence of a large number of highly influential sporting goods business. At the same time, China is also the beginning of a growing number of contractors all kinds of sporting events, with the growing influence of sports events, sponsorship has become the primary means of sports marketing companies for a variety of sporting events.Sports sponsorship as the sporting goods industry marketing brand marketing multiplier, by domestic sporting goods firms. Through literature review method, the sports sponsorship has been a redefinition of the concept, and sports sponsorship objects studied. In our sports sponsorship model in the ascendant, the enormous economic and social benefits, there are also sports sponsorship strategy of unity, conformity and so oriented, there are aspects of sports marketing strategy has become a restricting its development "bottleneck" .Xtep is a typical independent sporting goods brands, this paper special steps for a typical case, the status of Xtep family business analyzed, reviewed the Xtep family business of sports sponsorship development background, stage of development, that its existence tournament selection criteria shortsighted, sponsorship single mode of transmission; sponsorship low returns, product publicity poor; the fierce market competition, marketing, policy coherence is weak; fewer incentives granted by the State and other issues, these problems are mainly sponsored by the sports object orientation is not accurate, not to assess the effect of sports sponsorship accurate, holistic strategy of sports sponsorship is not strong, the lack of awareness of sports marketing organization, because the relevant laws and regulations are not sound and other aspects caused. Through this research method comparative analysis, Nike, Adidas, Li Ning and 361 degrees company’s sponsorship activities were analyzed to investigate the success of the experience, by contrast found insufficient Xtep exist in the course, and made strengthen awareness for sports sponsorship, event sponsorship enhance the degree of participation, and actively carry out a range of sports sponsorship in order to gain experience, to avoid the risk of sports sponsorship and sports sponsorship and other improvements to improve the implementation of the safeguard policies.In this paper, our local sporting goods companies ‐ Xtep Sporting Goods Co., Ltd. for industry representatives to do from the successful sports marketing strategy and business growth processes and problems, such as a comprehensive discussion is intended to provide a reference for our local businesses to other sports and guidance. While highlighting the importance of corporate brand marketing through sports sponsorship way to stimulate our brand sporting goods companies, brand marketing initiative.