Liu Xiang is not a short-term test of endorsement matrix sponsor.

<P> Tags: Liu Xiang sponsors short-term test of endorsement Matrix Liu Xiang, but another competition has just begun. .</ P> <P> from August 18 to now, the news of Liu Xiang to win no less than the speed of his rapid spread, and occupy a few days after another major media headlines, as if .Olympic Games has become the biggest focus. .</ P> <P> after a brief shock, the public eye has been turned from Liu Xiang Liu Xiang behind the back of each sponsor. ."Liu Xiang in the end marketing of the Olympic sponsors have little impact?" Of every business and the media repeated questioning. .</ P> <P> Liu Xiang Qi into the event marketing machine </ P> <P> Liu Xiang after the game, all of Liu Xiang's sponsors immediately brought out one by one by one comment by the media, the estimated amount of the loss of their advertising. .Liu Xiang is on everyone predicted when the commercial value of the discount, there are sponsor the opposite, as this event marketing "grab runner." .</ P> <P> in to retire the next day, Nike is in the "Nanfang Dushi Bao" published by Liu Xiang on the front of the print ads feature the theme will be Liu Xiang as the movement has brought a perfect interpretation of the normal damage. .Speed in practice and only comparable to Nike's only one other level sponsors of the Erie. .Accident less than 20 hours later, the Queen, "a dream, there is the next flight," the theme of advertising a prominent position in the portal turns broadcast. .Simple advertising language, not only will people look forward to the success of Liu Xiang's tolerance and linked to their brands, Liu Xiang, the event has become the best export of emotional people. .</ P> <P> "this is the right choice", marketing expert, South China University of Business Administration Professor Chen Chunhua asserted: "From the perspective of endorsement, sports stars may not want to be on the title .value only. In fact, for sponsors, the choice Liu Xiang as an advertising spokesman, in addition to Chinese and Olympic champion and world record in the ring, the fancy and his personality, courage and enterprising spirit, these qualities and business .connotation of the brand in line. " .She noted that while Liu Xiang, but from the perspective of media attention, influence is very great, if Liu Xiang the future be able to overcome the pain and return to the track up and they can stay healthy, positive image of the sun, .the sponsor's brand or even more benefits. .</ P> <P> and the market performance of these days, as experts have also concluded: Liu Xiang to receive the attention brought far higher than Liu Xiang won, and the media have flocked to the various reports more sponsorship .We brought business almost zero cost publicity. .Liu Xiang still a hero to the people of this incident so that its value far beyond the players themselves, they rise to the spiritual level. .Therefore, great attention and Liu Xiang has been symbolic of the personal image, not only failed to seriously damage their commercial value, but its sponsors events create an excellent marketing opportunity. .</ P> <P> Nike, the Queen has been start and a step, and Amway "See you after a strong storm," the ad also started from the August 20 published in the print media. .This is a Liu Xiang triggered by the crisis public relations, in the end who wins, the outcome has gradually become clear. .</ P> <P> "risk equal share" strategy a success </ P> <P> Liu Xiang, a retire, there have been media immediately asserted: Nike finished. .Widely believed to be due to advertising and marketing all of its chips are down on the Liu Xiang body. .While Nike, it saved the day after the fast response, but spokesmen for the business problems using strategies, still cause a lot of business and the media reflection. .</ P> <P> Liu Xiang is so typical of the event, carrying with him the endorsement of a dozen companies have great relevance. ."Betting" a Star spokesperson, although the image of the concentration of low cost, but also inevitably increase the risk of using the spokesman. .Therefore, mature companies often extremely careful choice of spokesperson, and few will "treasure" of charge in a person's body. .</ P> <P> current public opinion holds that there are at least two companies less affected by the events of Liu Xiang. .One is the Coca-Cola, one is the Queen. .The two companies not only unanimously declared that "advertising program change", the spokesman of the strategy also significant in common. .First, the two companies use a number of spokespersons to spread the risk. .Coca Cola Yao Ming, Liu Xiang, Guo Jingjing, the Queen is a Liu Xiang, Guo Jingjing, Yi Jianlian and badminton, table tennis, two "champions", and in association spokesman and business, the two companies are also stressed that the spirit of its athletes and .the association between the products, never used the "refresh", "speed" and "beyond" such as the formation of closely dependent on the results of the competition's ad words, this is obviously a spokesperson for the various situations that may arise take into consideration the results. .Just before the Olympics, Yili Group in a press interview, also said: Queen's chosen spokesmen have a comprehensive assessment system, including physical fitness, determination, character, emotion, and many other factors, and a dedicated team of athletes to track endorsement .competitive situation. ."Erie choice spokesperson, the most valued is the champion athletes who possess the spirit, the spirit power of a high degree of fit with the Queen brand meaning, than the championship itself has a more far-reaching." Yili Group in an interview on behalf of the repeated .stressed that just as "Liu Xiang event" the best marketing strategy in the Queen footnote. .</ P> <P> CIGNA Group Vice President Zhang Xinhong communication consultant said: sports marketing, the spokesman of choice is a very important part. .Chinese companies have chosen to advocate, in the end is the "rational choice" or "follow the trend of making" the market remains to be further examined. .The only certainty is that a few years, "Liu Xiang incident" wise practice of some enterprises, will become China's sports marketing materials for the budding were to follow. .</ P> </ p>.