Research On Jinmailang Liangbaikai's Sports Marketing Strategy In The Internet Background

With the promulgation of "Several Opinions of the State Council on Accelerating the Development of the Sports Industry and Promoting Sports Consumption" and the "Thirteenth Five-Year Plan for Sports Development" of the State General Administration of Sports,China's sports industry is developing rapidly,and sports marketing is an important part of the sports industry.Also ushered in the golden cycle of development.In the Internet era,no industry can exist completely without the Internet.The development of the network has not only changed the internal structure of all walks of life.In the field of sports marketing,more and more companies have increased their brand awareness through the Internet platform.Expanded the global influence of the brand.Among the many companies that participate in marketing through sports,this Mailang Liangbai is a typical representative in recent years.Jinmailang Beverage Co.,Ltd.was established in 2006 and is mainly engaged in the production,R & D and sales of domestic beverage products.In 2016,Jinmailang Beverage Co.,Ltd.launched the new product Liangbaikai,and carried out large-scale brand marketing and promotion in the sports field,and achieved good results.This article takes the sports marketing strategy of Jin Mailiang as a research object,and uses literature methods,expert interviews,mathematical statistics and other methods to conduct research and analysis,and explores the marketing highlights and deficiencies.Companies that enhance brand influence provide a reference,because Jinlang Liangbaikai started its sports marketing brand strategy after its establishment in 2016,and has achieved certain gains.Many of these marketing methods have a very high reference value.The research found that Jinmailiang Liangbai applied the 4P marketing mix strategy to the process of sports marketing,and formulated the company's product strategy,pricing strategy,promotion strategy and channel strategy for the target population,product positioning and sponsored sports events;The sponsorship status of the CBA League has established a network matrix composed of 16 media,and put forward a communication concept that meets the characteristics of the product: "super boiling point moment" "super boiling point brother",and targeted at CCTV,Hupu,Weibo Brand communication,received good feedback;perfected brand strategy,impressed consumers with personalized products;selected sports matches that matchtheir product characteristics for sponsorship,and strived to expose the rights and interests of large flows,played the role of integrated marketing,and embodied precipitation Brand equity;after the sports marketing sponsorship of Jinbailang Liangbaikai,a certain sales return was obtained,the brand influence was improved and recognized,but there were also shortcomings such as too narrow positioning and lack of a complete sports marketing benefit evaluation system.It also gives the author's suggestions for other companies and Liang Baikai:formulate online marketing strategies for sponsored sports events;use personalized ideas to innovate product strategies,personality strategies and promotion strategies to give products new connotations;formulate sponsorships in enterprises In the strategy,we must select the appropriate sponsors based on our product positioning and product philosophy,and strive for the leakage of large-volume rights and interests with the permission of the event party;Jinlang Liangbai should appropriately expand product positioning and attract more consumers;establish and Improve the performance evaluation system of sports marketing;integrate offline resources and hold offline activities for sports marketing.