The Influence of Advertising on Sports Marketing

YING ZHU, HONG-XIONG XU, QI-SUN LI

Abstract


The development of sports marketing represents the diversified trend of marketing model. Based on the empirical research on Zhifei Sports Education Co., Ltd, a new marketing combination model for sports marketing has been put forward. According to the investigation and analysis, it is found that the sports marketing adopted in China is basically used in big events and sponsored advertisements, and the mode is unitary. According the research results, the new marketing mix of 2P-R-I is used in Zhifei, combined with the new way of advertising. Paying more attention to advertising and sports marketing is suggested. The Chinese enterprises need to explore the value of sports culture, establish risk awareness, enhance marketing creativity and solve the problem of lack of absorbing western culture in sports advertisement.

Keywords


Sport Marketing, Advertisement, Sports advertising, Creative


DOI
10.12783/dtssehs/icssd2017/19197

Full Text:

PDF