Analysis of sports marketing by Chinese enterprises during World Cup Soccer 2006
The authors expatiated on the significance of World Cup sports marketing, problems existed in World Cup sports marketing by Chinese enterprises, and suggestions for World Cup sports marketing by Chinese enter- prises, so that the investment of Chinese enterprises would gain returns. Sports marketing can not only boost the fame and reputation of a brand, but also combine with sale organically. Sports marketing is conducive to the sale of enterprise products, so that enterprises can gain both “reputations” and “profit” over a relatively long period of time. Sports marketing is helpful for Chinese enterprises to recognize the pattern of operation of sports event for brand management, and to accumulate practical experience.