大型体育赛事赞助营销策略探索

Exploration on the Marketing Strategy of Sponsorship for Major Sports Events

大型体育赛事营销是企业发展之需,是高效营销的重要渠道。文章运用文献资料法,逻辑分析法以STP理论模型为框架,分析了市场细分、目标市场选择和市场定位在赞助营销中的作用。发现体育赞助营销具有公益性强、高可信度与强效果、对象广以及社会反响大的特点,根据STR理论模型——市场细分、目标市场选择和市场定位发现部分赞助企业市场细分存在诸多误区、对于目标市场的选择宽泛、市场定位与相关体育赛事所表达的内容不一致的情况,达不到赞助企业所要达到的预期目的。提出要赞助企业精准的对市场细分,明确清楚企业的受众目标;要聚焦目标市场选择,合理运用有限的资源;要由选择地进行赞助,要把握赛事品牌与企业品牌的高关联性,强化好市场地位。通过综合运用这些策略,以期为企业在大型体育赛事赞助营销中实现品牌价值的最大化,赢得市场竞争的先机。The marketing of major sports events is the need of enterprise development and an important channel for efficient marketing. This paper uses the literature data method and the logical analysis method to analyze the role of market segmentation, target market selection and market positioning in sponsorship marketing based on the STP theoretical model. It is found that sports sponsorship marketing has the characteristics of strong public welfare, high credibility and strong effect, wide object and great social response. According to the STR theoretical model-market segmentation, target market selection and market positioning, it is found that there are many misunderstandings in the market segmentation of some sponsoring enterprises, the choice of target market is broad, and the market positioning is inconsistent with the content expressed by related sports events, which cannot achieve the expected purpose of sponsoring enterprises. It is proposed to sponsor companies to accurately segment the market and clarify the company’s audience goals;we should focus on the choice of target market and make rational use of limited resources;to be sponsored by the choice, we must grasp the high correlation between the event brand and the corporate brand, and strengthen the market position. Through the comprehensive use of these strategies, in order to achieve the maximization of brand value in the sponsorship marketing of large-scale sports events and win the market competition.