World Cup: A sumptuous feast for marketing

The World Cup is not just about kicking and watching. At the same time, the players dash, fans of passion, all kinds of things about the World Cup http://www.aliyun.com/zixun/aggregation/9371.html "> Marketing means are also endless, dazzling eyes." According to reports, CCTV advertising World Cup sponsors have been covered in communications, clothing, automobiles, home appliances, financial services, energy and other industries, so that some people laugh, Chinese advertising instead of Chinese football into the World Cup.

--2010 years of summer, do not vote for the World Cup, but also cast what?

At the same time, South Africa, a distant country, is also because of the World Cup is now very different. The combination of mysterious African lands and four-year sporting events has brought a fresh and impulsive lifestyle.

In fact, people watch the World Cup mentality has been changing. In the past the core of the World Cup was "athletics" itself, but with the diversity of people's values and the participation of many non professional football viewers in the World Cup, the content of the World Cup began to diversify. The World Cup is more and more like a "entertainment show" with its own style and manner.

Insiders know that sports marketing is only a means, regardless of the use of means, its ultimate goal or to achieve marketing purposes. Kotler, a leading marketing expert, defines marketing as "shaping and delivering a higher standard of living". I think that "a higher standard of life" does not mean the quality of life, but refers to lifestyle.

Quality of life is only a matter of rich, lifestyle is from the psychological to behavioral changes, is a social significance of ascension. Quality of life is the possession of goods, lifestyle is a habit of life behavior. The quality of life is like when you have a golf course and you don't know how to hit the ball, and the way you live is to get the rest and satisfaction out of the game.

So what has been affecting our way of life? For example, when Coca-Cola drinks just entered China, no one can get used to the taste, but at that time, for the people in the early stage of reform and opening up, Coca-Cola not only shows the American way of life, but also satisfies the people to improve the quality of living, make life more colorful psychological needs In turn, the Chinese people from the attempt to the habit of the process, mapping consumers in the improvement of living standards, hoping to change the lifestyle of consumption psychology. Similarly, remember more than 10 years ago, Germany Shuya Schiesser Open the Chinese market, many people complain, just a pair of underwear, as to spend hundreds of yuan. This WTF, with the cultural accumulation of hundreds of hundred years, with a strong marketing offensive, the final foothold in China. Shuya passed an elite lifestyle, dressed in Shuya not only the taste of life picky, to a certain extent became a symbol of identity and status. Visible, marketing means the best appeal is to pass a "higher standard of Life", and let people find a sense of belonging to the group.

It is not difficult to see whether sports marketing success, the focus is still on the business of marketing awareness, whether it can better convey the product to express the way of life, by matching other appropriate marketing means, in order to eventually achieve the consumer group's rapid cognitive purposes. (Liu Xingliang)