Download pdf
The Guiding Significance of Olympic Marketing on China's Sports Industry Business Promotion: What are the Enlightenment and Lessons from Historic Cases?
- 1 The Second High School Attached to Beijing Normal University International Department
* Author to whom correspondence should be addressed.
Abstract
This article delves into the significance of Olympic marketing in advancing the Olympic movement and examines the challenges and prospects for the Chinese sports industry to employ cooperative marketing and promotion campaigns to bolster its national economy. The piece derives insights and tactics from the lessons and stratagems of prior Olympic events and sets forth strategic recommendations for Chinese stakeholders to participate in and collaboratively cultivate the sports economy. It underscores the paramount of relationship marketing, continual advancement, methodical marketing planning, and comprehension of the implications associated with Olympic marketing. Moreover, the article contemplates the relevance of service-dominant logic and social identity theory in sports marketing. Nevertheless, it also broaches apprehensions regarding the commercialization of the Olympic Games and the prioritization of financial gain over athlete welfare. Finally, the article advocates for a strategic blueprint to elevate China's sports industry by merging it with other sectors, advocating for healthy lifestyles, and amplifying domestic demand and consumption, while acknowledging the resource dependence theory and the intense competition among industry contenders.
Keywords
Olympic marketing, Chinese sports industry, joint marketing, promotion efforts, historic lessons, strategic suggestion
[1]. Coombs, W. T., & Harker, J. L., Strategic sport communication traditional and transmedia strategies for a global sports market. Routledge (2021).
[2]. Cornwell, T. B., Sponsorship in marketing: effective partnerships in sports, arts, and events (2nd edition.). Routledge (2020).
[3]. Alonso Dos Santos, M., Alonso Dos Santos, M., Calabuig Moreno, F., Valantine, I., & Calabuig Moreno, F., The Management of Emotions in Sports Organizations. Frontiers Media SA (2020).
[4]. Statista.com Homepage, https://www.statista.com/., last accessed 2023/02/01.
[5]. Melo, R., Sobry, C., & Van Rheenen, D., Small scale sport tourism events and local sustainable development: a cross-national comparative perspective (R. Melo, C. Sobry, & D. Van Rheenen, Eds.). Springer (2021).
[6]. Bruhn, M., & Rohlmann, P., Sports marketing: fundamentals - strategies - instruments. Springer (2023).
[7]. ResearchGate.com homepage, https://www.researchgate.net/., last accessed 2023/2/2.
[8]. Nagel, S., Elmose-Østerlund, K., Ibsen, B., & Scheerder, J., Functions of sports clubs in European societies: a cross-national comparative study (S. Nagel, K. Elmose-Østerlund, B. Ibsen, & J. Scheerder, Eds.). Springer (2020).
[9]. TechTarget.com homepage, https://www.techtarget.com/., last accessed 2023/02/02.
[10]. Blackshaw, I. S., Sports Marketing Agreements: Legal, Fiscal and Practical Aspects. T.M.C. Asser Press (2012).
[11]. Zhang, J. J., & Pitts, B. G., International sport business management: issues and new ideas (J. J. Zhang & B. G. Pitts, Eds.). Routledge (2021).
[12]. Zheng, J., & Mason, D. S., Brand Platform in the Professional Sport Industry: Sustaining Growth through Innovation (1st ed. 2018.).
[13]. Martínez, J.A., The paradoxical marketing of sports equipment brands. Revista internacional de ciencias del deporte, 10(35), pp.1–3(2014).
[14]. Rodríguez, P., Késenne, S. and Koning, R., The economics of competitive sports. P. Rodríguez, S. Késenne, & R. Koning, eds. Cheltenham, UK: Edward Elgar Publishing (2015).
Cite this article
Zhang,H. (2023). The Guiding Significance of Olympic Marketing on China's Sports Industry Business Promotion: What are the Enlightenment and Lessons from Historic Cases?. Advances in Economics, Management and Political Sciences,25,30-36.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).