| At present,the world economy is developing rapidly.With the continuous opening up of China's market economy,domestic enterprises are increasingly facing fierce competition from domestic and foreign companies.In fact,the competition among enterprises is the competition of marketing.To stabilize and grow healthily in the increasingly fiercely competitive market,more and more enterprises begin to seek "low input,high-yield" cost-effective marketing.With the features such as affinity,interactivity and communication,Sports play a media role between enterprises and consumers,and built a Bridges of communication for businesses and consumers,which attract consumers' attention and also get the recognition and attention from relevant enterprises.The marketing campaign that companies use branded communication through sports events,that is,sports marketing,has embarked on the historical stage,and has gradually become an effective way for enterprises to promote their new products and new brands.But in the new marketing environment especially under the background of the new media environment,the sports marketing process has obvious deficiencies.Most companies still rely on traditional marketing methods,marketing methods lack innovation,and marketing results are also unsatisfactory,sport marketing has failed to fully play its role.How to use sports marketing to promote the brand,ultimately achieve the company's marketing goals,and provide guidance for the company to carry out sports marketing theory and practice,has become the focus of current research.Based on the existing sports marketing theory,this article will use the methods of literature,case analysis and empirical analysis method,combining with famous enterprises sports marketing case of Huawei Enterprise,to explore and study the specific practice of sports marketing,and conclude the successful sports Marketing factors and processes,and provide advice for other companies on sports marketing.This not only help them enriching the relevant theories of sports marketing in the new era,but also can guide and correct the related sports marketing activities of the company,which has certain theoretical and practical significance. |
