卡塔尔世界杯典型赞助商的体育赛事营销经验与启示

Sports Event Marketing Experience and Enlightenment of Qatar World Cup Typical Sponsors

运用文献研究法、案例分析法等方法,总结赞助世界杯足球赛历史比较悠久的2个知名企业通过世界杯足球赛进行体育赛事营销的经验,为中国同类企业提供参考。经研究认为:从产品功能定位而言,2个企业做到了紧密结合世界杯足球赛的特点,准确定位产品功能和不断创新产品种类,以匠心提高产品质量,符合了世界杯足球赛的多项功能要求;从赛事观众情感共鸣而言,通过科技手段助力产品营销,激发消费者产生情感共鸣,使企业文化和世界杯足球赛相契合,丰富了企业品牌内涵,扩大了企业品牌产品的知名度,满足了赛事观众的情绪价值需求。中国同类企业可以在上述2个企业的体育赛事营销经验的基础上结合自身实际和产品特点制定适宜的体育赛事营销策略。

By using the methods of literature review and case analysis,this paper summarizes the experience of two well-known enterprises which have a long history of sponsoring the World Cup Football Match in sports event marketing,so as to provide reference for similar enterprises in China.The study shows that the two enterp-rises have,in terms of product function positioning,closely combined the characteristics of the World Cup Football Match,accurately positioned the product functions and continuously innovated the product categories,improved the product quality with ingenuity,and met the multiple functional requirements of the World Cup Football Match;they have,in terms of audience emotional resonance,stimulated consumers to produce emotional resonance,made corporate culture and the World Cup match,enriched the connotation of corporate brands,expanded the visibility of corporate brand products,and met the emotional value needs of the audience,through scientific and technological means to help product marketing.On the basis of the above two enterprises’sports event marketing experience,the similar enterprises in China can formulate suitable sports event marketing strategies according to their own reality and product characteristics.