Research On Development Strategy Of Contemporary Sports Event Marketing In China

The sports event marketing takes advantage of the major sports events,taking the brand image transfer theory as the principle of action,enhances the brand image and brand value,and has the superiority that the traditional marketing model can’t match in the process of brand building and brand culture communication.Since the 1990 s,the development of sports event marketing has experienced the development trend of communication channels from traditional media to media integration.The marketing model has shifted from traditional marketing mode with sponsorship and advertising to the integrated marketing model with a variety of online and offline marketing methods.This research uses literature research method,case analysis method and comparative research method from the perspectives of sports industry chain,enterprise sports event marketing concept and ideas,and sports event marketing communication channels.Combining with the development opportunities of contemporary sports events in China,we draw the obstacles to the further development of sports event marketing,and propose solutions to the future development direction and prospects of sports events in China.In recent years,the sports events marketing in China has been encouraged by the policy and boosted by the economy,and the commercial value has been continuously explored.The change of consumer consumption habits and the continuous development of media integration in the media industry have also become the driving force for the development of sports events.However,the development of sports event marketing has been hindered by the unreasonable development of the sports industry chain,the insufficient understanding of corporate brand marketing for sports events,and the difficulties of the transformation and integration of its media.In view of the above problems,this study proposes that the development of sports events in contemporary China needs to constantly adjust and improve the sports industry structure,enrich the connotation and extension of the sports industry,and provide more sports event choices for enterprises to conduct sports event marketing;At the time,it should be recognized that sports event marketing is a long-term marketing behavior,avoiding short-sightedness and blindness,using the positive influence of sports events to achieve the brand value of enterprises;sports-related media make full use of "Internet +" to realize the resource integration of new and old media.And the innovation of profit model,realize the upgrade of resources,value and other aspects of creativity,communication and sharing of sports events,and continuously meet the growing demand for cultural and entertainment consumption of consumers.