Analysis Of Sports Marketing Blindness In Chinese Shoe Enterprises

The collective impulse under the important opportunity. Before and after a very important sports event, such as the football World Cup and the Olympic Games, it is an important opportunity for sports marketing. In the face of this opportunity, Chinese enterprises have all lost their usual mind, showing a collective impulse surrounded by impetuosity. Almost all enterprises must link up with this important opportunity, regardless of any means, regardless of the depth.

Hungry and beggars take advantage of sports stars. Contract Sports Star It is one of the conventional means in sports marketing, but the preemptive behavior of Chinese enterprises is enough to make sports marketing taste bad. A sport athlete, if you are a little bit famous, will be favored by an enterprise whether you are engaged in a marketable sports event or whatever your public influence is.

In terms of the use of sports stars, the average level of Chinese enterprises is quite mediocre. Even from the advertisement to observe the single item, many are disappointing. The health and vitality of sports stars seem to have been concealed and replaced by dull, rigid and inexplicable performance. Look at the TV ads of basketball star Battelle, and you will agree with them.

Inexplicable sports sponsorship. In the so-called sports marketing of some enterprises, there are no clear strategic intentions and marketing objectives. Similar sports marketing is quite diverse in China. What is the goal of sports marketing? What is the meaning of marketing strategy for enterprises? How to interact with channels and consumers? Everything is quite vague. Some of them are even at the root of the situation. Sports marketing is full of yearning but does not know how to exert force.

A malicious marketing attack. In the white hot market competition, the party who gets the sports resources will usually be attacked by the competitors. In fact, marketing attack itself is understandable. In 2006, Mengniu's covert marketing in a TV column was called down by the Olympic Organizing Committee. Lining's performance was also quite dangerous, and he lost in competing for Olympic sponsorship qualification. Adidas After that, Lining quickly signed an agreement with CCTV sports channel: the hosts and reporters who broadcast the two years after the two years were required to appear in Lining's costumes. Many people think this shows Lining's superb marketing wisdom, but in the view of Wei Jizhong, senior advisor of the Beijing Olympic Organizing Committee and President of the Olympic Economic Research Association, this is a typical deviant behavior. He warned that deviance is risky and the consequences are very serious. Once you are discovered, the punishment for you is very heavy. " A smart chicken thief. There is also a crying marketing campaign, which involves too many smart chickens.

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Buried deep reasons

What is the most profound reason behind the blindness and agitation? Blind worship of sports marketing effect. Although sports marketing is effective, it is far from the only reason and core reason for the success of enterprises. Not all enterprises can develop rapidly with the help of sports marketing. In other words, the role of sports marketing in the development of enterprises can only be boosters, rather than engines.

On the one hand, the reason why many companies worship so much is their superficial understanding, and on the other hand, it is also the exaggeration propaganda of certain interest groups. For example, some companies who specialize in sports marketing consulting and planning will do their best in mythical sports marketing.

Psychological imbalance under the pressure of brutal competition. For those vicious sneak marketing and the so-called behavior of chicken thieves, apart from the lack of social responsibility and moral cultivation, the more reason is the psychological imbalance under the pressure of cruel competition. In order to gain their own interests, they gain a little advantage in competition and become normal by any means. While others are very clear about the operation of sneak attack marketing, that is to encroach on their competitive advantage in sports resources. This kind of behavior that is harmful to others is not what they want.

The ability of sports marketing manipulator is not enough. All behaviors are ultimately done by human beings. All the measures and results in the transformation of sports marketing have the reasons for the lack of ability to operate. Whether it is the pre assessment of sports marketing, the strategic planning and system promotion of sports marketing, or the strict control of the implementation and implementation process, it will be difficult to achieve the final result if the trader's ability is insufficient. On the other hand, it is too simplistic for sports marketing.

Key cognition before breakout

How to move towards a scientific and rational way of sports marketing? A clear understanding of sports marketing is the key to success. Sports marketing is not applicable to any enterprise. To put it plainly, sports marketing is only one of marketing strategies or marketing modes. The specific circumstances of each enterprise are different, and the quality of the trader's hand is also different. For a specific enterprise, sports marketing may not be the best choice, or even the necessary choice.

Sports marketing is a strategic action to promote the system. Sports marketing is not to occupy a sports resource, but this is only the first step in sports marketing. Sports marketing needs systematic promotion. It is a strategic action, not a tactical one. It is impossible to achieve sustained and long-term success by single point breakthrough.

　　 Sports marketing It requires professionalism and moral sense. There is no doubt that sports marketing is a professional and scientific marketing system, requiring traders to have considerable professional skills and talents. Besides, the moral sense of the trader is also crucial, which is the foundation for maintaining the long-term development of an enterprise or brand. Only in this way can enterprise's sports marketing take the right path. In fact, this rule applies not only to sports marketing, but also to all marketing modes. As for how to get professionalism and moral sense, there are many achievements in the field.