Advertising Strategies And Effects In Sports Marketing

Since China’s bided the Olympic Games in 2001,China’s sports industry has been developing rapidly for 15 years.In this golden 15 years,the international competition have gradually come to China,and the sports stars,the team have come to China for commercial competition to promote the global development of various sports.Big sponsors,with the advanced marketing concept and product service experience,have come to China to further explore the global market.While,Chinese enterprises were still in the primary stage of development in sports marketing concepts and sports sponsorship.Chinese enterprises were exploring a way to find their own success.According to review the marketing,advertising,researches on sports marketing and sports sponsorship by the domestic and foreign scholars,on this basis,defining the concept of sport marketing and sports sponsorship,clearing sports marketing and sports sponsorship manifestations and application management value.Then analysing the present situation of sports marking and sports sponsorship,the article points out the main problems of sports marketing and sports sponsorship at the present stage in China.First of all,the enterprises and organizers’ marking concept is old-fashioned.Then,the relevant laws are not perfect,and the enterprises have not paid much attention on sponsorship effect evaluation.Finally,the most important one is the lack of relevant professionals and scientifically correct guidance strategies.Accord to the actual situation,it raised china’s enterprises sports marketing sponsorship strategy-branding features,update the marketing concept,perfect service system,strengthen market awareness.With the market research data,this paper introduces the Chinese sports market micro-environmentand and the audience situation,so that our enterprises better understand the market environment and the target audience situation and consumption.Finally provides the relevant reference experience for Chinese enterprises on sports sponsorship effect evaluation model of the Chinese basketball team.