A Comparative Analysis Of The Sports Marketing Strategies Of Volkswagen And Dongfeng Nissan

The market competition is cruel and fierce.Only by adopting reasonable marketing strategies and expanding the reputation and popularity of enterprise brands can we meet the challenges of the market and avoid the risk of being eliminated by the market.The visual impact of speed and power brought by automobile has a natural fit with sports.Therefore,many automobile enterprises actively invest in the field of sports marketing.Volkswagen and Dongfeng Nissan rely on sports marketing strategy,in the very competitive passenger car market,they not only successfully cope with the challenge,but also steadily increase the market share.These two automobile enterprises rely on the successful sports marketing strategy,which not only brings very rich profits to the enterprise,but also increases the trust of consumers.However,in recent years,due to the changes of policies and markets in the domestic automobile market,the retail growth rate of the passenger car market and most market segments in most regions of China presents a negative growth trend.Many automobile enterprises "follow suit" into the field of sports marketing,but the effect is not satisfactory.Is the automobile enterprise that has adopted the sports marketing strategy sure to succeed? What problems should automobile enterprises pay attention to when using sports marketing strategy? This paper will answer this question.In recent years,due to the changes of government policies such as city purchase restriction,and the market changes such as demand slowdown,market transfer and the increasing diversification of car owners in China,the competition in the automobile market has become increasingly fierce since2018.In order to deal with the challenges of the automobile market and avoid being eliminated by the market,the automobile industry began to try to use sports marketing.However,some automobile enterprises have blind follow-up,lack of innovation and poor sports marketing effect in the use of sports marketing strategies.Therefore,how to make full use of the advantages of sports marketing and how to formulate and use effective sports marketing strategies has become a problem worthy of discussion.In this paper,the sports marketing strategies of Volkswagen and Dongfeng Nissan are taken as the research objects.By using the methods of literature review,case analysis and comparative research,according to the sports marketing activities of two automobile enterprises from 2008 to 2019,the sports sponsorship and sports marketing strategies of the two automobile enterprises are analyzed from the perspective of sports marketing strategies Sports marketing strategies such as sports star endorsement and sports public relations can achieve the goal of sports marketing of the two enterprises.Through the comparison and analysis of the same and different points of sports marketing strategies of Volkswagen and Dongfeng Nissan.Combined with the reality and the related theories of sports marketing and sports marketing strategy,the following suggestions are put forward for Volkswagen or Dongfeng Nissan automobile: first,both enterprises should pay attention to sports marketing and adhere to long-term sports marketing strategies;Secondly,both enterprises pay attention to the use of high-tech means in the process of sports marketing to enhance the interaction with consumers;Third,both auto enterprises should start to pay attention to the sports marketing of E-sports;Fourthly,Dongfeng Nissan should pay attention to the sports marketing mode not limited to sponsor the head event.