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Hurdles , sprint, jump ... ..., an increase of the Olympic Games highly dynamic scene, flashing on the screen, people passionately; "open range, open air, open the wings, open up the situation, open the honor to open in Qingdao beer ", with the highly magnetic baritone voice, Qingdao Beer and Olympics implying the passion, energy, enterprise and other potential information, organic blend together. This is Tsingtao in the Beijing Olympic Games sponsor before it could prepare a good TV commercials, just waiting for the official announcement date, they start in the CCTV and the introduction of local TV stations. Television commercials sponsored by the Beijing Olympics just do Tsingtao for the preparation of a "small piece." In fact, the Qingdao Beer is fully operational with the Olympic Sports Marketing has been prepared for two years. Unsatisfactory in the sports marketing Prior to this, Tsingtao has sponsored many sports events , but mostly passive participation, active participation has, however, did not reflect the content of sports marketing. Only the sponsor of the Beijing 2004 Open, only have a little meaning of sports marketing. Sports marketing, mainly through sponsorship, naming and other means, through the sponsorship of sports to promote their brands. In the West, sports marketing and promotion has become a popular star the highest recognition rate of the two marketing strategies. In China, although in the sports marketing business have to do relatively better, but frankly, Tsingtao Beer in the sports marketing on the performance of the basic representative of the Chinese enterprises in the general level of sports marketing on. More Chinese enterprises is to sports events as a "promotional opportunities" or "speculative opportunity." The reason is because our businesses do not really know the value of sports marketing, sports marketing has never really seen as a strategy, and I never thought of long-term adherence, but it started as a well-known stepping stone or a simple promotional tool. Many companies just want to use sports to attract the eye, and not really want to use this event to narrow the gap between physical distance and consumers ultimately can improve the brand image for long-term gains. Tsingtao obviously been aware of this. So, this time sponsored by the Beijing Olympics not only active but also well prepared. Grasp the core of sports marketing Tsingtao prepared first in the Sports Marketing from the new understanding. Tsingtao said: The core is a sports marketing business and consumers to improve or rebuild the relationship between an important bridge between the two sides produced by a common focus of sport, the sport's culture into the brand culture is , and the resulting resonance This differs from company to win the goodwill of consumers and manufacturers to take the leading type of communication, thus shaped by the corporate image of course, more deeply rooted among the easily shaken, and thus drive performance improvement. Based on this understanding, Tsingtao began to examine their own how to communicate through the values of sports. To this end, Tsingtao for a two-year investigation, through vertical and horizontal comparison, the strengths and weaknesses of the business conducted a comprehensive analysis of the company's vision, corporate mission, corporate values such as brand advocates a comprehensive amendment to the "With our passion, brewed beer consumer preferences for creating a happy life" as Tsingtao new mission. In view of the development trend of the global beer industry, Qingdao Beer Planning: Qingdao beer in the successful delivery to consumers, mature, confident, natural, recreational, trust and other elements of the original information, based on the information passed to the consumers more content , including the unique, avant-garde, fashion, bold, passionate, provocative, elegant and exotic, with charm, beautiful, wild, expansive and so elements of vertical integration by refining, Tsingtao want to transfer to determine the most important message is six words: passionate, energetic, ambitious. And this is the meaning implied in the Olympics coincide. Whenever the Olympics, the world is immersed in the joy, passion, aggressive kind of atmosphere. Olympic Games, Tsingtao Brewery and the demands of the common points and the Olympics , Tsingtao Beer will blend together more perfectly to the formation of consumers and businesses will resonate. Described in the article at the beginning of passionate TV commercials, is based on ideas generated by the fusion. Although Tsingtao in the products and the demands of sports has found resonance, however, the real sports marketing also need to integrate under the core, which contains the two key points: first, can not rely on advertising bombing should integrate various marketing tools are used; second, to establish a long-term strategic planning, the sports marketing as an integral part of brand building and long-term implementation, the real advantage of sports activities to narrow the distance with consumers and ultimately improve the brand image for long-term gains, not only to meet a time goal of visibility and sales. It is learned that Qingdao Beer has developed a detailed plan will be a breakthrough in these two areas. Sports Marketing: good show just kicked off No doubt, in today's society CKS sports play an increasingly important role. More and more modern enterprises realize that today's consumers have supreme power, they not only want products to provide the necessary functionality, but want to get emotional experience from the product. The sports marketing is precisely the public welfare of its unique, interactive and cost-effectiveness advantages for consumers and merchants preferred brand common mode of transmission. Early 80s in the last century, sports marketing, has gradually come into fashion. After 20 years of development, sports marketing co.
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