Marketing theory of China sports marketing forum

RCIC sports marketing forum theory was put forward by Austrian businessmen in 2006, which can directly serve the sports marketing practice of enterprises, provide theoretical support for enterprises to implement sports marketing, grasp the guidance of enterprises to formulate sports marketing strategies, and provide specific solutions for enterprises to carry out sports marketing.

RCIC sports marketing theory starts from four interrelated logical levels: relevance, creation, integration and consistency, and promotes the circular effect by accurately finding the meeting point between enterprises and sports carriers, using innovative models, maximizing the utilization of resources through integration, and continuing to follow. RCIC sports marketing theory is an operating tool system based on sports marketing, which is different from the traditional 4P marketing theory, and its level is to solve the problem of enterprise brand. Through the practical test of RCIC sports marketing theory of hundreds of customers, Australian Sports draws the conclusion that the key to a successful sports marketing lies in whether it accurately implements the four modules of RCIC sports marketing theory. When enterprises are in doubt in the process of sports marketing, we can observe whether they follow the principles of RCIC sports marketing theory and make a complete module analysis of RCIC sports marketing theory.

Relevance: through the three-dimensional analysis of enterprises and products, combined with consumer groups and market share, find the most possible breakthrough of sports marketing and put forward the feasibility report of sports marketing. Including: enterprise product analysis, enterprise brand analysis, enterprise culture analysis, sports carrier selectivity analysis, expected effect analysis and so on.

Innovation: Innovation mainly means that only enterprises should innovate from the mode and use sports marketing strategies that others have never used. On the basis of relevant analysis, this paper plans all aspects of sports marketing activities to be carried out by enterprises, and obtains the overall model planning of enterprise sports marketing.

Innovative mode planning should include: innovative analysis of sports carriers (the selection of events should be innovative), innovative analysis of enterprises using sports resource carriers, innovative new analysis of specific methods of brand promotion by enterprises with sports resource carriers, etc., so as to find innovative sports marketing modes for enterprises.

Integration: Based on the innovative analysis of the model, through the professional sports marketing implementation report, the factors involved in the marketing process, such as capital, manpower, media and social activities, are rationally allocated, which realizes the most effective use of sports resources and improves the market influence. The objects of integration include manpower, capital, media and social activities. The core of integration is sports carrier; According to the integration basis of time and resource utilization, we should integrate sports carrier with product culture promotion, sports platform promotion and other publicity channels, and how to use integration in the early cultivation and implementation of sports carrier. The purpose of integration is to choose the most effective means to implement sports marketing, so that sports marketing activities can be organically combined with other marketing activities of enterprises.

Sustainability: the strategic value embodied by sustainability. Sports marketing is a long-term strategic arrangement, and enterprises should have macro planning. Long-term sports marketing strategy should be dynamic. The tactical value of persistence is reflected in maintaining the advertising cycle, continuously paying attention to related events and organizing follow-up brand promotion activities. Sustainability needs long-term marketing and continuous auxiliary support around the core.

The correct application of the four modules of RCIC is the key for enterprises to successfully carry out sports marketing. Of course, due to the different fields, corporate culture and products of enterprises, the performance and proportion of the four elements of RCIC in the implementation process of each enterprise are also different. Through the principle and guidance of RCIC, an operating tool for sports marketing, enterprises can find the best sports marketing implementation plan that suits them, which is the fundamental purpose for enterprises to carry out sports marketing better, more accurately and more easily and realize rapid brand promotion.