The research level and present situation of sports marketing at home and abroad, and what problems remain to be solved in the research?

Through the analysis of the present situation of sports marketing in Chinese enterprises, it is found that there are many problems while it has made achievements, which are mainly manifested in the following aspects: lack of long-term strategic planning and single marketing means; Do not pay attention to the effective connection between celebrities and brands, and are not familiar with the value of marketing. Lack of correct concept of competition. In order to improve the theoretical level and operational ability of sports marketing in Chinese enterprises, it is urgent to improve the above problems.

Keywords: sports marketing; Analysis of current situation; Countermeasures and suggestions

The 2008 Beijing Olympic Games is coming. The Olympic flame not only ignites the dreams of human beings and sports, but also the dreams of wealth. Smart businessmen have long been familiar with the infinite business opportunities behind sports. Marketing activities with the help of sports events can not only attract consumers' attention and achieve the purpose of increasing sales and profits, but more importantly, the fairness and justice advocated by sports can also raise the publicity effect and brand value of manufacturers to a higher level.

According to statistics, the Coca-Cola Company spent about 600 million dollars on the promotion activities of the 1988 Olympic Games, and invested more than 250 million dollars in the World Cup. During the Olympic Games, the sales of Coca-Cola increased by 18%, while the sales on the eve of the World Cup increased by 326%. These are tangible benefits, and intangible benefits such as brand image are immeasurable. According to the survey, from June 1998 to July 12, the 32-day World Cup in France is undoubtedly a carnival for fans all over the world. According to the pre-match data, the audience watching the World Cup will reach 4 billion, and among these 4 billion people, there are nearly 654.38 billion fans and 64 games. Global sports events have unlimited business opportunities. Facing all kinds of international sports competitions, how to connect with the international market? How to use sports events to carry out sports marketing and shape public brands? This is a problem that every enterprise should seriously consider.

The charm of sports marketing

1, sports sponsorship helps enterprises to establish a healthy brand image and enhance brand awareness and reputation with the help of the halo effect of sports activities themselves.

A survey in the United States shows that 64% of the respondents are more willing to buy the products of sports sponsors, which is rooted in the public welfare of manufacturers. According to statistics, if an enterprise wants to improve its brand awareness on a global scale, it needs 20 million dollars in advertising expenses for every increase of 1%. However, through the Olympic Games, World Cup and other large-scale sports events, this awareness can be increased to 10%, and good economic benefits can be obtained. Therefore, large enterprises are willing to spend a lot of money to become partners in large-scale competitions, so as to open up markets and obtain economic benefits.

2. Sports sponsorship is beneficial to the sales of enterprise products.

The form of sports sponsorship makes it easier for consumers to accept products psychologically, and the warm atmosphere of sports activities can promote consumers' consumption preferences and purchase desires. For example, during the World Cup, Sanjing Pharmaceutical not only greatly enhanced the affinity between Sanjing Pharmaceutical and consumers with the help of the audience's strong concern and expectation for the World Cup, but also sponsored CCTV's World Cup timing standard with less than 20 million yuan, and obtained a viewing return of more than 50 million yuan. Many enterprises not only establish brand image by sponsoring sports events, but also organically combine sponsorship activities with sales, making sponsorship activities more colorful and powerful, and making enterprises gain fame and fortune for a long time.

Analysis on the Present Situation of Enterprise Sports Marketing in China

At present, in China, sports marketing has not formed a scientific subject system in theory, so there is no authoritative definition of the concept of sports marketing, and there are various definitions and operation methods in China. In practice, enterprises basically learn from foreign successful cases, and then combine with China's national conditions to create many Chinese-style sports marketing, among which there are many successful experiences, but more are defects. For example, sports sponsorship and sports stars are equated with sports marketing, which operates through event marketing, and sports industry marketing, which sells sports as a commodity, is understood as the whole of sports marketing. In addition, there are almost no local companies specializing in sports marketing. According to a senior person in the marketing field, although there are many sports marketing organizations in China, almost all of their marketing consultants and planners have the shadow of foreign capital, joint ventures or foreign-funded background companies. With the continuous prosperity of China's sports market, in the face of expanding market demand, local marketing companies are obviously unable to do so. China sports marketing has not yet set foot in the market cooperation and value development of global sports institutions (including cooperation opportunities in China market) and the operation and enterprise cooperation of top sports events with global influence. In addition, the planning and implementation of the sports strategy of the world's top sponsor enterprises, how to extend and protect sports and rights, and how to use sports marketing to build the core competitiveness of enterprises, China's sports marketing has not yet a complete idea; However, China's sports marketing lacks sufficient attention and execution ability to the strategic investment of sports stars, the combination of sports marketing and media, the best combination of sports brokers, the value evaluation and investigation of sports marketing, which are exactly what China enterprises need to understand and learn at present.

Sports marketing should pay attention to the following issues

1, sports marketing needs long-term strategic planning.

Sports marketing is not a short-term behavior, but it is very common for enterprises in China to follow suit. For example, after Jin Liufu borrowed Milu to open up the market, the "sports star spokesperson" became popular all over the country for a time, which is a manifestation of the lack of long-term planning in sports marketing of China enterprises. Many enterprises care about temporary popularity and sales targets, and even just hold the idea of "cashing out" during large-scale activities. This short-term behavior, which focuses on short-term sensational effect, is in sharp contrast with the practice that international famous brands regard sports marketing as a long-term strategy. Short-term behavior without long-term planning Due to the lack of all-round marketing planning and backup plan to avoid risks, many enterprises' sports marketing has become "paying tuition". The cold end of the "World Cup Tour" during the World Cup in South Korea is a painful lesson for many domestic travel agencies. With the rapid development of sports represented by the Olympic Games in the world, the sports market has become a global market, major sports events have become global events, and the effect of sports marketing is getting worse and worse than that of conventional marketing. Therefore, many enterprises hope to focus on sports events and attract consumers. Although this practice may increase sales and expand market share in the short term, it is not helpful to shape the long-term brand image.

2. Sports marketing should have good social intentions.

At the beginning of operation, enterprises must put the public feelings, media feelings, public relations factors and themes reflected in the project operation process throughout the activities and penetrate into the implementation of details. Many domestic enterprises only pay attention to how to highlight their own products or brands in order to obtain more sales. As for the impact on society and the public, they rarely consider it at the beginning of their operation, that is to say, from their own interests, they make mistakes from the beginning, and it is hard to imagine good results or achievements. They all attract consumers and promote products through marriage with the World Cup. Although this marketing method can increase sales in a short time, it ignores the connotation of sports marketing, which is not helpful for the long-term development of enterprises and the establishment of brands.

3. Let sports have a good cultural atmosphere and national characteristics.

Cultural feelings are more attractive, and people always want to see what they are familiar with and unfamiliar with. Good cultural connotation makes the project full of unique emotional appeal from beginning to end, which is more attractive and valuable. The most basic function of sports marketing is to become an important tool for sellers (enterprises) and buyers (consumers) to improve or rebuild their relationship. The two sides produced the same focus through sports, and integrated the Olympic culture into the brand culture, thus forming a * * * sound, which is different from the manufacturer-led communication mode adopted by enterprises to win the favor of consumers. The corporate image shaped in this way is of course more deeply rooted in the hearts of the people, not easily shaken, and then driven.

4. Pay attention to the effective connection between celebrities and brands.

Whether the star category is consistent with the product category, not any star can be competent for the promotion and brand building of a product. Whether the celebrity image is consistent with the image that the enterprise tries to create for the brand. This is also very important. The personality of celebrities and the impression they leave on fans all affect the brand image. The matching of celebrity level and enterprise level makes advertisements related to the buying behavior of the audience.

We should use the concept of integrated marketing to engage in sports marketing.

It is a systematic project and a persistent process to promote and surpass the brand core culture on the platform of sports. Carry out a series of related marketing activities around an event, and use various means such as advertising, promotion and activities from public welfare, culture and hot spots to achieve the integrated effect.

Realistic Countermeasures for China Enterprises to Develop Sports Marketing

From the above analysis, we can see that there are gains and losses in sports marketing in market development, and at the same time, many problems are exposed. In order to realize the healthy development and innovation of sports marketing in China, we need to attach great importance to and deeply reflect on these issues, deeply understand and grasp the essential characteristics of sports industry and sports marketing, seize the opportunity of speeding up sports socialization in China, and distinguish sports industry from sports undertakings, sports industry from sports goods industry, and sports industrialization from sports marketization. In view of the main problems existing in sports marketing of Chinese enterprises, it is urgent to improve them from the following aspects: first, change short-term behavior and regard sports marketing as a long-term strategy for enterprise market development; Second, choose the right strategic partners; Third, expand the means of sports marketing and form an all-round integrated sports marketing; Fourth, sports marketing should adhere to the combination of creativity and ingenuity; Fifth, deepen the understanding of consumers' psychology and behavior, and establish a consumer-oriented sports marketing concept; Sixth, deepen the understanding of the essence of sports and the value of sports marketing; Seventh, strengthen legal awareness and improve the understanding and protection of the property of sports intellectual property; Eighth, establish a correct concept of competition and guide sports marketing to benign competition; Ninth, carry out risk and benefit assessment.

Concluding remarks

Sports marketing is a complicated system implementation process, which requires enterprises to realize the integration of sports culture, brand culture and corporate culture under the guidance of sports marketing, thus causing resonance between consumers and enterprises and becoming the competitive advantage of enterprises. Because China enterprises have a short history and lack of experience in sports marketing, sports marketing is a weak link in China enterprises' marketing. Many enterprises lack the experience of sports marketing, and most domestic enterprises' understanding of sports marketing still stays at the level of "individual events". Pay attention to short-term interests, ignore long-term interests, pay attention to tactical operation and ignore strategic grasp. Many enterprises just talk about sports marketing before the game and simply simulate it during the game. After the game, everything disappeared. Without diversified marketing strategies and integrated marketing concepts, it has become the biggest shortcoming of China enterprises in sports marketing. As Professor kotler, the father of modern marketing, pointed out in his speech at the Peking University Marketing Forum, China has become the world's "production workshop" and will soon become the world's "research and development workshop". What is urgently needed now is to turn China into a "marketing workshop" of the world. Let's learn from the advanced concepts and successful practices of international sports marketing, improve the level of marketing theory and marketing operation ability, and show our talents in the 2008 Beijing Olympic Games.