Appliance Enterprise: Marketing To “make Sport Out Of Sport”
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 partner, the TCL has become the Golf European Tour’s first sponsor in China. But sport is a money-losing industry, how to improve returns are the biggest challenges facing enterprises. In response, experts said, corporate sponsors to establish a successful enterprise, competition and the interaction between the consumers win, and to focus on consumers, the base set of marketing strategies to set up, do not stick to sports sponsorship to sponsorship.
Industry generally believe that China’s household electrical appliance enterprises with International sports events not only prove the company’s growing strength, but also the internationalization of Chinese enterprises as new initiatives.
Household electrical appliance enterprises in China 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? Denied, sponsorship of international sporting events can increase the transmission efficiency of international sports events as the rapid spread of the brand in the world the importance of media, its influence and attention, for the dumping of large enterprises, while the demand for urgent international household electrical appliance enterprises in China, 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. As we all know,
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, the need to achieve physical culture sports marketing, 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 Melbourne Tigers basketball team title sponsor 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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