Research on Strategy of Event Marketing for Sporting Goods Brand

In traditional marketing theory, event marketing is not concerned by people. Compared with advertisement, event marketing attracts the active attention of media and the people by planning and operating public-relation events, which effectively avoids the resistance of the people to advertisement and achieves the effect. The paper starts from the rationality, importance, principle, status and strategy under new marketing environment to observe the important marketing mode under new marketing environment, and the paper combines the theory and sporting goods brand Li Ning for research.