How to do business out of sports appliance Sports
China's household electrical appliance enterprises
Sports Marketing Enthusiasm is running high. Melbourne Tigers basketball team in the title, two years after
Haier NBA basketball game only to become an international top appliance partners, and
TCL Golf European Tour has become the first Chinese sponsor. But sport is a money-losing industry, how to improve returns is the biggest problem facing businesses.
This, the experts said, corporate sponsors to establish a successful enterprise, win races and the interaction between consumers and focus on consumers, the base set of marketing strategies to set up, do not stick to sports sponsorship and sponsorship.
Industry generally believe that China's household electrical appliance enterprises with International sporting events not only prove the strength of growing businesses, but also the internationalization of Chinese enterprises as new initiatives.
Chinese household electrical appliance enterprises on the world stage is becoming a major force can not be ignored. However, in low output products, are facing
Brand Output of the problem, which is the internationalization of Chinese enterprises the highest purpose. How to
Chinese brand Recognized as the world?
Undeniable, sponsorship of international sporting events can increase the transmission efficiency of international sports events quickly spread around the world to become a major media brand, its influence and attention, as many companies are dumping, but the urgent demand for the internationalization of China home appliances business, it is an important step.
However, experts also believe that, "Sports marketing is a double-edged sword." Sports Marketing from the
Plan To the implementation of all complex systems engineering, if only based on short-term benefits, product, channel and so there is no real follow-up, and eventually became not get the job.
Is well known, Samsung Borrow Olympics Will be an opportunity to leap into a world-class brand, a classic case of sports marketing, but it should also be borne in mind that more companies invested heavily in international competitions, but not after the real return, while the figure as high as 75%.
"Sports marketing needs rational and strategies need to integrate the marketing idea." Industry experts said, corporate sponsors, international sports events, the focus should not be limited in how many people's attention, but how to spread the brand idea of using sport and culture.
In fact, sports marketing, sports and cultural need to achieve, brand culture and
Corporate Culture Integration, resonating with consumers, enterprises and consumers feel the brand's unique value, this is the sports marketing business acquired by
Competition Advantage. In addition, within our capabilities and the tailor-made especially important. Peking University Guanghua School of Management Professor Jiang Minghua proposal, companies should be based on their objectives and brand personality, and budget and other resources to develop sports marketing programs. The heart of the marketing positioning, this is no exception in sports marketing. Sponsors sports events in the choice of when to consider not only the blending of culture, but also practical information to find an entry point.
Haier, for example, Haier title Melbourne Tigers basketball team, sponsored by NBA and its access to Australia's overall strategy for the mainstream market in North America to match, and Haier
TV NBA HD broadcast the concept of this platform can be passed to consumers, the entry point to the high level international sports events and corporate high-quality content products to blending.
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