Olympic Sports introduced sports marketing business operating tools (RCIC) – HC
Sports marketing is a business marketing model, the service company's overall marketing strategy in order to sport as a carrier, the use of event sponsor, famous athletes to endorse products, primarily to promote their products and brand objectives. The essence of sports marketing business and financial sponsorship through physical means, with sports organizations, events, sports stars and other linkages, access to the corresponding rights, further use of advertising, public relations, promotions and other means to spread around the integration of brand positioning, establishing a unique brand association, a marketing strategy to promote the implementation of destination.
With the sport's popularity and rising degree of concern, attention and implementation of sports marketing, more and more institutions and enterprises, but the country has no real theoretical guidance tools, it can be said most domestic enterprises to develop in sports marketing over the stepping stones River State, Olympic sports in business practice and research-based sports marketing operation launched tool?? RCIC, filled a no theories to guide their colleagues in the blank, this module applications that directly serve the business of sports marketing practice the implementation of sports marketing for the company to provide theoretical support for the enterprise to develop sports marketing strategy to grasp orientation, sports marketing solution for enterprises to develop specific programs.
RCIC tool from the logic of the four interrelated aspects of starting, respectively, from the correlation (Relevancy), Innovation (Creation), integrated (Integration), persistent (Consistency) starting to find business and sports through the precise correlation vector points, the use of innovative approach and strategy to maximize utilization of resources through integration and continued to follow up the promotion of a vicious circle.
Strategic implementation tools RCIC is based sports marketing tool for system operations, and the traditional 4P marketing theory is different in the level of their corporate brand in solving the problem, because high-end sports marketing itself is a strategic issue, it is a strategy to solve RCIC dimension is the strategic implementation of the tool.
Key to the success of a sports marketing is to see whether the four modules in the RCIC have developed the right strategy. When the business process in sports marketing in doubt, you can look at whether to follow the principle of RCIC. When sports marketing enterprises to carry out a complete analysis of RCIC module can ensure the most suitable combination of sports marketing business.
RCIC four modules accept the logic inherent relationship is inseparable whole, with only close to each other in order to promote the business of sports marketing success.
Preliminary analysis by business and sports to find the best correlation between carrier points to achieve the positioning of sport marketing. Enterprises and products on three-dimensional analysis, combined with consumer groups, market share would most likely carried out to find a breakthrough in sports marketing, sports marketing feasibility report submitted. And then use innovative means of models and the integration of strong and comprehensive process to carry out the implementation of sports marketing, full use of resources, depth of excavation. The principles of sustainability throughout the global sports marketing, the whole cycle of expanding the effectiveness of the process of implementation.
Role: the enterprise is no longer how to develop sports marketing and embarrassed
Four modules digest Relevance: Enterprises and products on three-dimensional analysis, combined with consumer groups, market share would most likely carried out to find a breakthrough in sports marketing, sports marketing feasibility report submitted. Including: enterprise product analysis, brand analysis, analysis of corporate culture, sports, selective vector analysis, the expected results analysis. Sports marketing for the company to find a position.
As Nike's "JUSTDOIT" brand philosophy is the most direct physical demands, it inspires young people that is their target consumer groups to put a more positive attitude to the sport, and thus to achieve the brand of cultural transmission and stimulate sales growth double effect. This company targets the consumer advocacy language and sports a perfect combination of precise correlation is a manifestation.
Innovation: Mainly refers to the implementation of innovative business models from sports marketing innovation, the use of other people have not used the sports marketing strategy. Conducting correlation analysis, based on the enterprises to carry out marketing activities to be carried out all aspects of planning, come to the overall sports marketing business model planning report, and this report must have a personality?? That is innovative.
Innovative model planning report should include: Analysis of innovation in sports carrier (Match options to have new ideas), business use of resources on the physical carrier of innovative analysis, business branding through sports vector specific and innovative methods of analysis , and then to find innovative sports marketing business model.
Such as VISA sponsored delegation of the Chinese Winter Games, the propaganda model is the traditional newspapers and television media coverage of intensive publicity to every American knows with Visa and the China expedition snow athletes in Turin.
And VISA Athletes around the organization to carry out a series of social activities to people about the athletes, while naturally remember the VISA brand. Its innovations include borrowing online games?? Visa launched in late 2005 and WildTangent online game company to develop the "Visa2006 Championships-Torino" (Visaon-linegames). Winners not only win the 2006 Olympic Winter Games to Turin watching opportunities, a chance to race the world championship aspirations to the crown. This is the Visa Olympic marketing in a new attempt, the facts show that this new platform to promote patterns in college students has caused a strong reaction, and this group is VISA's potential customer base.
Integration: Innovative integrated model is based on the analysis, through implementation of a professional sports marketing report marketing process involved in the financial, human, media, social activities and other factors make rational allocation to achieve the most efficient use of resources and increase market impact force. Integration objects, including financial, human, media, social activities; integration is the core of sports vector; undertake in accordance with the time, resource utilization based on such integration, for carriers and products, sports and cultural promotion of the integration, promotion and other sports platform promote the integration of channels, sports, training and implementation of carrier pre-process of how to use integration.
The purpose of integration lies in selecting the most effective means of implementation of sports marketing, sports marketing to other marketing activities and business organically integrate.
Such as Li Ning's sports marketing integration, the main activity is sponsored by the Spanish basketball team, China's largest
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