1
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1 PE School Beihua University Jilin, China
Doctoral Student Long Ren University,South Koreae
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Abstract -
(z7811232005@yahoo.com.cn)
Marketing is an important means to build a enterprise products also long-term strategic means. Sports marketing belonged to the scope of marketing with a modern enterprises brand but the sports marketing is the most important with its "viral” unique advantage and affect the enterprise brand development. The article uses the literature research method and logical analysis method and case analysis method and the establishment of brand and sports marketing mechanism model analyzed the sports marketing to corporate brand value of the weapon effect and the combination of sports marketing paradigm to summarize the operation of enterprises sports marketing success tips.
Keywords – Sports marketing, strengthen, brand value, enterprise unique perspective on brand management strengthening plays an important role and
[1] . Because it conforms the development of the human spirit civilization also follow the law of the operation of the market. The enterprises established a corporate image and promote their products and stimulate consumption through participation or sponsorship of sporting activities. Its effect had been recognized around the world. At the moment every enterprise wants to use sports events to increase their visibility [2] . Sports marketing mode of operation is placing in rapid changes. The enterprises can be used as a form of a commodity in order to form a complete sports industry. Of course, can use of a variety
I. INTRODUCTION
The internationally renowned sporting events "viral effect" intensified in recent years. The Olympic Games and Asian Games and the Winter Olympics was successfully held and the sporting events achievements numerous of prominent figures and well-known commodities and well-known enterprises. This great marketing opportunity caused great concern in the domestic and foreign enterprises. They transferred their vision and marketing focus from the product itself to a sporting event. They used sports events as a marketing platform to develop new markets and improve brand value. Thus increase their visibility. Well-known brands such as Coca-Cola, Samsung, Li-Ning, the brand had integrated products and sports tightly through in-depth analysis of the enterprise product content, and firmly seized every event opportunities to the international market successfully.
The huge power of sports marketing can play a role in fueling the development of enterprises. The first we of sponsorship to the sport as the main for product promotion also.
Marketing can’t be separated from consumers and products. Sport marketing was more inseparable from the sport. The relations that clear to consumers and product and sports are conducive to the establishment of the model. Modern marketing scholars for the understanding of the product beyond for physical products far and they had raised to a certain level of theory the product itself can not meet the enterprise development and would like to continue to progress through the brand. The brand can be regarded as product that created for many years also is a kind of corporate culture. The brand need the spirit that move forward and sport is more fully reflects the activities of human emotions. Because viewers had feel an upsurge of ups as the arena of intense competition thus the spirit of sport can be integrated into the spirit of the brand [3] . The consumers can be seen as the god of corporate and their preferences changed may affect the direction of product development but also the impacted on sporting events to open up. The enterprises participated in will clear Sports marketing and corporate value of the product relationship .The second will use of this
"weapon” for mutual promotion and common prosperity and the development. To better understand we will establish the relationship model and then conduct a detailed interpretation. sports competitions and into the consumers' leisure and culture through various forms of participation. The consumers were feeling the activities of the sports at the same time corporate were passing the brand message to
"moistens everything silently" approach.
We had cleared the relationship among consumers and products, and sports in order to establish the model of sports marketing to corporate brand. Shown on Figure 1-
II. The ESTABLISHMENT OF A MODEL
Before the model establish we will clear connotation of sports marketing. But Sports Marketing was a spread of
1:

Enterp rise
Requir ement
Parti
Enha nce
Sports events te e
Integrated marketing
Sp
The target rea consumer d group
Related media appr ove
Popula rity
Loyalt y
Lenov n
awaren ess
Enterprise
Sports events
Requirement
Participate
Integrated marketing
Related media
Spread
The target consumer group
Fig 1 ： The principle of sports marketing for corporate brand
III. I NTERPRETATION OF THREE ELEMENTS OF THE MODEL
The elements were broad in model but it isn’t difficult to seed the main line of their products and sports marketing and the target consumers group. Our first look an important element in at the model: brand value. Today, the consumers “recognized brand consumption” are prompting companies that must to conform the business trend of the time and improve brand value and display their marketing practices [4]
. “Recognized brand consumption" requires companies to build products for the brand. The way was able to stand out in the fierce enterprises competition in the market. In order to pursue the development and changes in the market companies use a variety of marketing techniques and new ways. The enterprises study the marketing strategy but also to improve the product quality, and take into account the popularity of the brand awareness, consumer loyalty, the degree of association, as well as the inherent value.
Modern consumers disgusted with the intuitive and hard advertisements very much. Thus good product isn’t able to enter mind of the consumers. The enterprises of repeated publicity caused consumers antagonistic. Sports marketing catered to situation of consumers and influenced the spending habits of consumers and at last had became the highlights of brand marketing.
The core of elements of the model is the rational use of the sports marketing approach. The best sports marketing model is implantation marketing of sports media and implantation marketing of sports events.
There are three forms on implantation marketing of sports media commonly. The first, the supplies of media and journalists to participate in sporting events implanted which requires media journalists to use their products and implanted in the media to appear. For example: communications equipment, beverages, mineral water, casual wear and so on. The second, sports media column was implanted [5] . Most enterprises are on the title in the form of corporate image into the sports column. The third, through the sponsorship of the internationally renowned major sporting events live television broadcast or the purchase of broadcast media advertising time or directly
Popularity
Enhance approve
Loyalty
Lenovn awareness awareness
Product value sponsored by the media get good exposure and access to jointed interests.
Implanted marketing of sporting events was the focus of attention. Because it hadn’t been by regional and country restrictions and extremely infectious and spreading had became a form of media the highest exposure. It appeared in this form that the title, sponsor and purchased related power. The title is the game naming or stadium naming. The game naming is through financial sponsorship to become the title sponsor and during game the specified name was mentioned many times. The stadium naming is a mode of sponsorship to stadium.
They use their own business or product name to name.
The products content of sponsored related or unrelated with events directly and designed the tournament or specified products or the sponsorship of the event providers. Such as sports apparel, shoes, hats, receiving awards, functional sports drinks, sports facilities were the designated product. Such as Haier air conditioning, phone, and the corresponding electronic equipment are unrelated to the product. This form that purchase of the powers is more common in today's sports events .Such as the event emblem, mascot, and souvenir production rights, use rights, exclusive rights to sell at a sporting events.
The consumers group of target is another important element. To be successful enterprises that study the target group of consumers and enhance brand value to suit the changing tastes of the target consumers groups necessarily from the model. The enterprise products production of marketable and gives life to product. The operation of the product life is by means of intense sporting events. The enterprises spread product information, values, culture, and the spirit to the consumers group of target.
[6] So the consumers believe their products and track similarity to recognition and brand value in the race. The customers purchased products in the tournament if marketing was successful. Contrary if was failure that failure information went back to business and business solved this problem and re-market marketing.

IV.
S TRENGTHENING EFFECT OF SPORTS MARKETING FOR
BRAND VALUE OF THE MODERN ENTERPRISES
Strengthening effect of sports marketing for brand value of the modern enterprises can increase brand awareness, reputation, loyalty, the degree of association.
Specific performance follows
：
A.
A successful sports marketing operation can make corporate brand awareness and visibility to improve more quickly.
Sports event marketing with consumers focus, speed of information dissemination, and wide publicity is better than other marketing methods. Mode of operation is relatively flexible. Something based on the static-based sports flat panel display. Such as outdoor advertising, the posters, exhibition card. More of them were based on dynamic use. Such as the sports media for the sponsor the title companies duplicate reports, the star group join and the star operational effect to the brand and the sport closely integrated. In Implanted of sports marketing the success of the 2008 Olympic Games can not let the world to forget that reflects Chinese people's wisdom, perseverance, never admit defeat, pioneering and enterprising spirit of the
Olympic Games. The passion of interpretation in the opening ceremony had promoted the brand. Such as: unknown Shenzhen Jin Xiang technology companies had made LED screen of huge picture of a combination and people were shocked with attention the LED went into the international market. The company orders were four times than usual and become a big beneficiary of the Beijing
Olympic Games.
B.
A successful sports marketing operation make it easily to maintain consumers brand loyalty.
Sports symbolize passion and vitality and more symbolizes the eternal confidence. The fierce competition of the players in the game conquered the audience's attention. Sports stars make the enterprise products to win enough popularity. Sporting events can provide rich experience platform with consumers. It combines entertainment and technical. It make enterprise brand into the consumers Line of sight also [7] . At the same time consumers are more enthusiastic about their products.
Through scene experience the consumers feel the passion of sports events and the service of the enterprises brand and more the fun of sporting events. The consumers memorized brand and bind brand and formation of the consumers’ desire in the fun and love of sports events. At last enterprises had realized the marketing effect of multiplier.
Li-Ning brand was known widely in China.
"Anything is possible" is not only the slogan of the company's products but also business essence that was accumulated and perfected. The success of the enterprises can’t be separated from sports marketing. The early they product production with gymnastics champion-Li Ning sports star effect to bigger and solid. The late through continuous sponsorship of major sporting events at home and abroad strengthened the brand and complement the market with multiple products. They increased the loyalty of the consumer product. Ultimately increase the loyalty of the consumers of the product.
C.
Sports marketing of success make more rich to association of consumer brands.
The practice had proved that sports marketing effect is remarkable for the promotion of new products and the application of new technologies. The Sports Items has advantage with targeted, directly high attention. The products and technologies were presented vividly and created a sensational effect though sports events carried out public relations activities to riche the brand association. The consumers can’t forget the World Cup football of passion and fanaticism. In the World Cup football beer play the role of the booster. During the
World Cup major enterprises expanded promotional activities and they established the beer culture square and organized Cultural Festival of passion. So they made the people to feel the brand and rich brand association of the consumers more.
D.
Brand value is enhanced to achieve easily.
Now, more and more enterprises were willing to participate in sports events. From the awareness of enterprise brand to understand to well-known everything became easily. Sports marketing made of operation fitted with sports Items naturally. At last it eliminated the consumers' sense of exclusion. There are many such examples in reality. The rapid promotion of the brand value of Samsung was due to become the global sponsor of Top. Thus the image of the authority and professional and strength was shaped. Adidas also enhanced the value of the brand with the exclusive sponsor and the whole naming constantly. Li Ning brand is more adept at using the event to enter the international market. Of course all of them will require that companies have long-term vision and strong financial strength and accurate judgment and professional team to study the development of the marketing.
V.
R ECOMMENDATION THAT ENTERPRISES SUCCESSFULLY
CARRIED OUT S PORTS M ARKETING .
The enterprises should follow certain principles that can direct the direction of enterprises sports marketing in carrying out the sports marketing process.

A.
To enhance compound between sports activities with the enterprise brand to better combined.
The new sports continue to emerge also content of numerous with the continuous progress of human society.
Whether like it or not and can not participate but are real.
Don’t shift in individual ideas. Sports marketing sphere of influence is relatively limited. It is by means of sports but must be based on enterprise products. We fund the point of the integration of sports from the overall interests of the enterprise. Sports marketing can’t be carried out If you put aside their products. If you put aside the sports marketing that sport can‘t be tailored for the enterprise products. The enterprises faced the target customer groups that they are the modern young man with a vibrant and adventurous and stimulate and personality [8] .The enterprises must maintain consistent at their position and enhance their compound in order to allow consumers to receive and maximize the effect of sports marketing.
B. sports culture strengthens corporate culture for the strong corporate brand.
Sports activities and the enterprises products are mostly belong to a rigid combination. If use the results of a little awkward directly and ineffective and marketing flawed appeared. However, if the sports culture and corporate culture is created a way for consumers to accept the emotional is a very effective for powerful corporate brand. In the sports arena the people can be immersive to watch, feel and sports activities to bring people's passion and positive hard work and enterprising spirit which has become the sports activities germination of the spirit of sport. The enterprises had fund out the relevant points between the products with this spirit of the enterprise or sports image so enterprises will be able to integrate the sports culture into brand association. Between the consumers with the brand resonate and sports culture that strengthen the corporate culture shape a strong corporate brand ultimately.
C. Comprehensive use various marketing techniques and resources, comprehensive planning of marketing activities
As we have made it that the diversity of sports marketing clearly but must integrate other marketing tactics to achieve the best marketing results. Simple a marketing product or sports activities can not be fully integrated. Sports marketing were systems engineering of complex and continuous and it is process of mental activity to the formation of the stigma of corporate brand in the minds of consumers. We would choose the sports marketing as a propaganda tool of the brand. It is necessary that meticulous planning and efforts to make the product stand out and became bright spot. To use unique performance techniques and strategies to attract customers to build a strong brand positioning to promote their products. The enterprises have chosen celebrity endorsements the a common approach but the choice of general athletes is a via too. If companies choose was accurately to be able to make the enterprise with minimal costs to the maximum commercial value [9] .
E.
Focus on the long-term interests of the enterprise to develop continuous investment plans, and identify the different stages of production standards, and assessment and improvement.
Marketing effectiveness is a difference between sports marketing from other marketing. The general marketing carried out by means of marketing to promote product sales to increase market share and achieve immediate results in a short time but that is "flash in the pan". However sports marketing can’t achieve this effect in a short time .It requires the enterprises have a keen sense of perspective and insight. as well as confidence and courage of long-term, sustained investment. Only follow-up product promotion passed product information and corporate culture to the target consumers group, otherwise that was a waste of resources [10] . The enterprises spent a lot of manpower, financial and material resources and hoped to get the expected returns in the creation of brand in order to correctness and validity of assess investment. Therefore, the enterprises need to establish a clear and phase standard to assess the sports marketing activities, to realize the objectives of the enterprise gradually. As a beautiful vase firing is not easy, it is long-term and very difficult to remain intact
VI.
CONCLUSION
A.
Sports marketing have to study consumer behavior and value orientation with other marketing practices in common. We have to understand the role of sports marketing to corporate brandcorrectly.Do not swarmed.
B.
The operation of the form of sports marketing is varied.The enterprises have to weigh each method and its application fully and combine their characteristics to be utilized in order to achieve sponsorship of maximize efficiency.
C.
Sport marketing is not a "magic bullet".Although there are many successful examples but most companies are not the real return on invested heavily in a short period of time. Therefore, to keep in mind that sports marketing is a system engineering and long-term planning and operation.We must have patience enough.

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