One manifestation of parasitic marketing is that some companies, as informal sponsors, try to associate themselves with specific events.
The act of getting up to make money. Another expression is: ambush marketing refers to a strategy that another company, usually the opponent of the sponsor, conducts a series of marketing activities without paying the owner of the sponsored activity, pretending to be a formal sponsor and trying to attract some audience from the sponsor.
The beginning of parasitic marketing is recognized as1Nike's marketing war against Adidas in Barcelona Olympic Games in 1992. 1992 The real official sponsor of the Barcelona Olympic Games is Reebok, and Nike sponsored the press conference and the American basketball team, but it gives the impression that Nike is the sponsor of this Olympic Games. Because Nike set up an experience center near the Olympic Park to interact with the citizens, and invited sports stars to perform, which overshadowed Reebok. Neither the Olympic Organizing Committee nor the government has the right to interfere in this behavior, because Nike rented a private parking lot next to the Olympic Park. Since then, ambush marketing has been widely used in World Cup, Olympic Games, Winter Olympics and even F 1 car racing. Parasitic marketing
Small and medium-sized enterprises have some shortcomings in capital, technology, human resources and management experience. Therefore, it is a feasible strategy for small and medium-sized enterprises to "borrow a boat to go to sea" in product sales. One of the strategies of "going out to sea by boat" is "piggyback" export, that is, small and medium-sized enterprises achieve the purpose of export by producing related supporting products for the export products of large enterprises. Here, large enterprises are "bearers" and small and medium-sized enterprises are "riders". For large enterprises, the export products have the extra production of small and medium-sized enterprises, and they are more competitive in the international market; For small and medium-sized enterprises, while the products of large export enterprises are exported, their own products are also exported abroad. The second strategy of "borrowing a boat to go to sea" is OEM, that is, some multinational companies are authorized to produce, and then they enter the international market with the help of their powerful sales network. The third strategy of "going out to sea by boat" is to cooperate with foreign businessmen and borrow foreign funds, technology, channels and management.
ad hoc fashion
Product parasitism
Product parasitism means that parasitic enterprises use the products of their hosts to sell their own products. Different companies often have highly complementary facilities or other resources, and the parasitic conditions are naturally complementary products. Such products form a parasitic relationship, and the effect will be twice as effective.
. For example, Toyarun Fiber Company, the most influential chemical fiber company in Japan, decided to take the road of new product development in the face of unfavorable situation. In their investigation and study, they believe that modern society must be an era when cars are full of streets and cars are full of troubles. Therefore, it is decided to develop parasitic automobile industry. The company organizes designers to use their exported fibers to develop a variety of automobile decorations, such as dolls, small animals with magnets, flowers and trees, and other new products, such as fresh and refined sofa cover and body covers. The company has set up sales counters for automobile decoration products in major department stores and gas stations all over the country, and the sales situation is excellent. In recent years, Japan's chemical fiber industry is extremely depressed, and a large number of factories have closed down one after another, but Toyo Fiber Company's automobile decoration products have not been affected at all. Toyo rayon co., ltd. is a product parasitic on the host, and uses the complementary relationship to make its own company develop step by step.
Brand parasitism
Brand parasitism means that the products or services of parasitic enterprises are parasitic on the host brand. Brand word-of-mouth is often a product image or corporate image that enterprises gradually establish in the minds of consumers through precise manufacturing, a large number of advertisements and good after-sales service. The cost of establishing intangible assets is high. Through brand parasitism, brand awareness and reputation can be rapidly improved at low cost. Of course, manufacturers of similar products can also use the trademark brand of the host under the conditions allowed by the host. For example, "Liushen" toilet water, since the successful launch of this brand, there have been many products with the words "Liushen" on the market. One of the most widely known is the "Six Gods" shower gel. "Liushen" shower gel is a parasitic enterprise parasitic on the brand of Liushen toilet water, and its successful acceptance by consumers is largely based on the successful brand image of Liushen toilet water. There are many such brand parasitism, but they have only one similarity: the brand image of the host enterprise must be healthy, and the products of the parasitic enterprise must conform to the image of the parasitic brand.
Channel parasitism
Channel parasitism refers to parasitic enterprises using the host's sales channels to manage their own products. Sales channels are very important to enterprise marketing, and channels compete with marketing.
Competition has gradually become the focus of enterprise competition. The integration of the world economy makes the market unprecedentedly broad, and it is impossible for many enterprises to establish a complete distribution system on a global scale on their own, so parasitic marketing is particularly important. Channel parasitism refers to turning the sales channel originally belonging to the host enterprise into a channel that can be used by parasitic enterprises. Through the parasitism of channels, parasitic enterprises can not only transfer products from producers to consumers safely, timely, efficiently and economically through the channels of host enterprises, but also reduce the cost of channel construction and improve distribution efficiency. For example, small and medium-sized low-voltage electrical appliance manufacturers in Wenzhou have set up sales subsidiaries, branches and sales offices in more than 320 large and medium-sized cities and more than 280 county-level cities, and set up direct sales outlets in 18 countries and regions around the world, selling 53 companies, which not only avoids the cannibalism of enterprises, but also creates conditions for the sales, popularity and credibility of enterprise products.
Parasitism of promotional tools
Parasitism of promotional tools is to use host products or promotional tools to achieve the promotion purpose of parasitic enterprises. In order to achieve the purpose of promotion, enterprises need to choose appropriate promotion methods and tools, which can increase sales, reduce costs and achieve twice the result with half the effort. There are four kinds of parasitism of promotional tools: one is that people promote parasitism and use the human resources of the host enterprises to carry out promotional activities. Second, parasitic advertising, advertising products are optimistic about the publicity effect that can be achieved by relying on media products. For example, photos and instructions of Founder Computer are printed on the Coca-Cola cans. Coke and computer are completely different, how can they be integrated? Although it is a coke promotion, Founder Computer does not suffer, and they are obviously optimistic about the brand and market share of Coca-Cola. On the one hand, the market coverage of Coca-Cola is extremely extensive, almost all over the country. As long as you drink Coca-Cola, you can see the computer, and the advertising effect is self-evident. On the other hand, consumers who often drink coke are stimulated by advertisements, which arouses their desire to buy computers. Therefore, it doesn't matter whether there is a necessary relationship. The key is whether there is a market for media products and consumers' trust in well-known brands. Third, the public relations are parasitic, that is, the public relations of the host enterprises are used for public publicity. For example, parasitic enterprises parasitized in the Olympic Games use the popularity of the Olympic Games to increase consumers' awareness and interest in parasitic enterprises and form consumers' goodwill towards parasitic enterprises or products. Fourth, commercial promotion is parasitic. Because the host product is a gift sample, giving the product to customers with high purchase volume is conducive to stimulating the sales of the host product. In other words, parasitic products are used as gifts in large-scale commerce to achieve the purpose of sales. For example, when Gree air conditioners reach a certain amount, small household appliances such as Supor soup pots and rice cookers will be presented. This kind of parasitism is also a main parasitic way in popularization tools.
Basic method of editing this paragraph
Analysis of the methods of sneak attack in sports sponsorship can be summarized as follows:
Unauthorized
Public use of intellectual property rights (such as name, logo, pattern, mascot, slogan, national anthem, etc.). ) related to competitors and parasitic on their own products for marketing.
Products or promotional materials are associated with it. By using these intellectual property rights in some commercial activities, people may think that there is a sponsorship or other support relationship between the actor and the right holder.
Sponsor publicity media
Enterprises sponsor sports activities, while parasites sponsor the media that report some activities, especially the powerful media. The media audience is far more than the scene, so that consumers can associate it with the event. For example, Fuji was the official sponsor of the 1984 Los Angeles Olympic Games, while Kodak sponsored NBC, which broadcast the Olympic Games, and became the sponsor of the media broadcast of American track events. During the 1996 Atlanta Olympic Games, some informal sponsors, such as Lee Jeans and Volkswagen, each spent about 10 million dollars to become sponsors of the Olympic Games broadcast by NBC.
Sponsor sub-category projects
If the contract sponsored by the enterprise is not perfect, the sneak attacker may find loopholes and then sponsor the sub-categories under the main category with less investment, thus achieving the purpose of publicity. In the 2002 World Cup in Korea and Japan, Adidas was the official sponsor. At the same time, Adidas sponsored 10 teams, and Nike sponsored 8 teams including Brazil, the United States and South Korea. Three teams sponsored by both sides reached the quarterfinals, and even the final was held between Germany sponsored by Adidas and Brazil sponsored by Nike. Nike benefited a lot.
Sponsor excellent athletes.
This is a sneak attack marketing technique with the least investment and the best effect. Excellent athletes have more exposure and longer lens time in the competition, and this kind of sponsorship is now a legal commercial operation, so many parasites widely use this strategy. It is said that Nike has to pay C Ronaldo $ 654.38+0 million every year to make this "alien" wear Nike shoes.
Organize marketing activities related to the Olympic Games.
Linking events to these activities is also the most diverse parasitic marketing technique. 1994 at the lillehammer winter Olympics, American express advertised in the relevant media, claiming that "you need a pass to travel to Norway this winter, but not a visa." Visa is the top sponsor of this Olympic Games. In 2002, some small brands, such as Coca-Cola and Pepsi-Cola, began to vigorously promote this topic in key cities in China in April 2002, in order not to miss business opportunities. All participants had the opportunity to participate in the World Cup in South Korea through lottery. The competition between brands makes people wonder who is the real sponsor and who is the sneak attacker. This kind of "fish in troubled waters" advertisement can also achieve the purpose of communication. In fact, many companies will use these methods at the same time. In Seoul in 2002, Nike opened a large children's football park "Nike Park" before the opening of the World Cup. They shouted the slogan "You haven't been to Nike Park, you haven't participated in the World Cup". In China, Nike organized a three-on-three football match, and the winner will have the opportunity to meet the Chinese national football team. Nike also spent huge sums of money to invite famous football players to shoot all kinds of football-related advertisements and put them on during the World Cup. The most flashy advertisement, with a dance version of an Elvis Presley song as the background music, depicts a group of savage football players playing fast games in a cabin, which leads to another explanation for the sinking of the Titanic.
This paragraph analyzes the reasons why parasitic marketing prevails in sports sponsorship.
1984 The success of the 23rd Summer Olympic Games has made people fully realize the win-win relationship between sports development and commercial sponsorship. With the rapid development of sports sponsorship in the 1990s, parasitic marketing has been widely concerned, and sports organizations have begun to understand parasitic marketing.
Threatened and began to confront it, but the overall effect is not significant, and parasitic marketing has a trend of further expansion. Although parasitic marketing also costs a lot of money, and it is also a form of sports sponsorship, the money has not fallen into the hands of the organizing Committee. If parasitic marketing is generally allowed, then more and more companies will take these measures to obtain low-cost and high-return benefits. In this way, the total amount of sports sponsorship will decline, which will ultimately damage not only the interests of sponsors, but also seriously threaten the development of sports industry. The factors that lead to the prevalence of parasitic marketing mainly include the following aspects: (1) sponsorship fees are getting higher and higher, and many enterprises try to get in touch with sports events or related sports organizations at a lower cost through parasitic marketing in order to obtain greater benefits. Take the Olympic Games as an example. In the classic top (Olympic Partner Program) program, (TOP program is a global sponsor marketing program implemented by the International Olympic Committee from 1985, which is not only the abbreviation of "Olympic Partner Program", but also can be understood as "TOP program" because it is at the highest level of all sponsorship levels of the Olympic Games). 1985- 1988' s top Ⅰ I sponsorship bid has a base price of US$ 4 million, attracting 9 sponsors. For the TOPⅱII II project with 1989- 1992, the bottom price of sponsorship bidding was raised to100000 USD, attracting 12 sponsors. 1993- 1996' s top Ⅲ Ⅲ Ⅲ project, the bottom price of sponsorship bid soared to between 25 million and 40 million dollars, attracting 10 sponsors. In 1996-2000' s TOP IV plan, the bottom price of sponsorship bidding was 45 million dollars, * * attracted 1 1 sponsors, among which, except for Bosch & Lomb's withdrawal, the other nine were the same as the TOP III plan, adding Samsung and McDonald's; 20065438+0-2004TOP ⅴ plan is being implemented, and the bottom price of sponsorship bidding is 55 million US dollars; There are 10 sponsors, IBM and UPS withdrew from this sponsorship, and Sema, a famous European software manufacturer, became a new sponsor. For the TOPⅵVI VI project in 2005-2008, 1 1 enterprises have signed sponsorship agreements with the International Olympic Committee (IOC), and it is said that the bottom price of sponsorship bidding will reach 65 million US dollars. These major international events are not only authoritative, but also increasingly influential in the world. However, the sponsorship threshold is getting higher and higher. Ordinary enterprises simply can't afford or are unwilling to pay such a large sponsorship fee, but they want to weaken the influence of competitors or establish their own image. It is not difficult for us to see that every time a variety of large-scale sports competitions are held, parasitic marketing behavior is often prevalent. (B) legal gaps are also an important factor in the prevalence of parasitic marketing behavior. Many countries have formulated laws and regulations on intellectual property protection, such as the Langham Law and Amateur Sports Law of the United States, which are specifically aimed at intellectual property protection. In China, on February 4th, 2002, People's Republic of China (PRC) the State Council issued the Regulations on the Protection of Olympic Symbols by Order No.345, which further strengthened the protection of Olympic Symbols. Other individual sports organizations have similar regulations. Therefore, it is basically legal to infringe on intellectual property rights related to competitions. However, as mentioned above, other more parasitic marketing behaviors do not directly infringe intellectual property rights, and there is a lack of legal definition and corresponding measures for these behaviors. As a country that adopts case law, the United States also lacks more precedents about parasitic marketing. This is not only because it is difficult to judge what parasitic marketing is and whether it is illegal, but also because many sports organizations are worried that the prosecution of their parasitic marketing behavior may go against their original intention, so they are also very cautious in prosecuting parasitic marketing behavior, which encourages the existence of these parasitic marketing behaviors to some extent. (3) Public awareness is another important reason for the prevalence of parasitic marketing behavior. In a research on the audience of 1996 Atlanta Olympic Games, nearly one-third of people think that only global sponsors have the right to advertise during the Olympic Games. More than one-third of people don't know about parasitic marketing behavior; In addition, even among those who know, most people think that the existence of parasitic marketing behavior is irrelevant. The public's ignorance of the classification of sports sponsorship and the public's ignorance or even indifference to parasitic marketing behavior have brought great challenges to sports organizations and sponsors, and also made parasitic marketing behavior have a public foundation because it will not have a negative impact on the public. In a survey of football fans six months before the opening of the 2002 World Cup, the respondents were asked: "Who is the sponsor of this World Cup?" At that time, 4% people said Nike without any hint, and in a list of 45 sporting goods suppliers, 20% respondents chose Nike as the sponsor of the World Cup. In fact, the official sponsor of this World Cup is Adidas. Besides, there are other reasons. For example, the duration of the competition is often very short, and the parasitic marketing behavior is concentrated in this time period, and the relevant sports organizations or companies whose interests are infringed often have no time to respond. In addition, legal proceedings are time-consuming, laborious and costly. In order to avoid trouble, many companies are unwilling to take legal action, which greatly reduces the risk cost of parasitic marketing behavior and further encourages the occurrence of parasitic marketing behavior.
Prevent parasitic marketing in editing this paragraph.
In the face of parasitic marketing, there is no perfect means to eliminate it at present, but it does not mean that sports organizations and sponsors will let it go, but should actively take measures to minimize the losses caused by parasitic marketing. (1) Before sponsoring activities, carefully analyze all possible situations, plug loopholes to the maximum extent, and try not to give parasitic marketers an opportunity. As a sports organization, in the process of planning events and attracting sponsors, we must fully consider the interests of sponsors, such as the authorization of intellectual property rights; Provisions on the designated equipment and clothing for the competition; Parasitic marketing of other advertisements in competition venues
Clear; Prohibit marketing activities that are not conducive to sponsors; Restrictions on advertising by competition organizations and so on. The famous Barcelona event in sports history is such a contradiction and conflict. According to the agreement between the US Olympic Committee and Rebook Company at that time, Rebook sportswear was the designated award-winning clothing for American athletes. At that time, six of the 1 1 American basketball "dream team" were Nike spokespersons, so they refused to implement this regulation before signing a contract with Nike, which caused an uproar. Although the US Olympic Committee won, Jordan and others deliberately blocked Rebook's logo with the American flag when receiving the award. In addition, in some competitions in China, such behavior can often be seen in the camera. There are spectators in the stands holding banners that read "XX Company pays New Year greetings to the people of the whole country" and "XX Company wishes the competition a complete success". In fact, these companies are not sponsors of the competition, and sports organizers should explicitly prohibit these behaviors. As a sponsor, before signing the sponsorship agreement, it is necessary to have a full discussion with the sports organization to clarify its exclusive rights and reduce the possibility of parasitic marketing. (2) Actively coordinate news organizations, carry out effective marketing activities, and let consumers know "who is the real sponsor"; It is immoral to educate consumers on parasitic marketing, which will eventually hinder the development of sports and thus affect consumers' rights and interests. At the same time, it sends a clear message to the audience: "I am a socially responsible enterprise willing to pay for the public interest"; And expose the behavior of parasitic marketers within the scope permitted by law to arouse public sympathy. (C) In the face of parasitic marketing behaviors that have been discovered, we should actively take corresponding measures. The simplest thing is to negotiate with the other party to stop the parasitic marketing behavior immediately and compensate the related losses; Or sports organizations come forward to stop parasitic marketing, which is actually one of the unshirkable responsibilities of sports organizations; You can resort to legal means when necessary. According to media reports, before the 2002 World Cup, an Argentine court made a penalty to prohibit Pepsi from continuing to promote any advertisements related to the World Cup. The court held that Pepsi's advertisements easily made consumers think that Pepsi participated in the World Cup. These advertisements linked the logo of "Tokyo 2002" with the images of many famous stars to promote their products, and the court prohibited PepsiCo from continuing to spread such advertisements through television, printed matter and other channels. In fact, since the 1998 World Cup in France, FIFA began to use the 2002 World Cup to crack down on illegal advertisements. To this end, FIFA also hired trademark experts, commercial lawyers and sports market experts to set up institutions in Switzerland, Japan and South Korea to deal with illegal business practices. During the fierce battle of the World Cup, railway stations and subway stations in South Korea and Japan were closely monitored by FIFA. Around the stadium, the police also prevent any form of illegal commercial advertisements from entering the stadium at any time.
Edit this paragraph from parasitic marketing in sports sponsorship
Small and medium-sized enterprises have a certain degree of parasitic marketing in terms of capital, technology, human resources and management experience.
Insufficient. Therefore, it is a feasible strategy for small and medium-sized enterprises to "borrow a boat to go to sea" in product sales. One of the strategies of "going out to sea by boat" is "piggyback" export, that is, small and medium-sized enterprises achieve the purpose of export by producing related supporting products for the export products of large enterprises. Here, large enterprises are "undertakers" and small and medium-sized enterprises are "riders". For large enterprises, export products are more competitive in the international market with the additional products of small and medium-sized enterprises; For small and medium-sized enterprises, while the products of large export enterprises are exported, their own products are also exported abroad. The second strategy of "borrowing a boat to go to sea" is OEM, that is, some large multinational companies are authorized to produce, and then they enter the international market with the help of their powerful sales network. The third strategy of "going out to sea by boat" is to cooperate with foreign businessmen and borrow foreign funds, technology, channels and management.
Pay attention to the problem of editing this paragraph.
1. Comply with laws and regulations
The development of parasitic marketing must be carried out under the permission of laws and regulations. As a legitimate enterprise, we must first strictly abide by the laws and regulations formulated by the state. Only in this way can the enterprise develop healthily. In reality, parasitic enterprises often infringe on state-owned assets, and this kind of infringement is often indirect and hidden, which often benefits groups rather than individuals, which makes it more difficult to investigate and deal with this kind of behavior. However, with the improvement of laws and regulations, more and more crimes have been cracked down. Therefore, in order to achieve long-term and lasting development, parasitic enterprises must abide by laws and regulations, laws and administrative regulations, and follow the principle of fairness and good faith.
2. Choose the parasitic object carefully
Parasitic enterprises are parasitic on host enterprises, which are producers of energy. Parasitic relationship generally does not produce new energy, but material flow, which is manifested as the flow from host to parasite. In the relationship between parasites, parasites are net consumers of energy, while hosts are producers of energy. When the energy consumption rate of the parasite is greater than the energy production rate of the host, the host will disintegrate and the parasitic relationship will die out. On the contrary, when the energy consumption rate of the parasite is less than that of the host, the parasitic relationship can be maintained all the time. Therefore, enterprises should be careful when choosing parasitic objects. First of all, they should examine whether the other side has the advantage of parasitic resources. The stronger the parasitic advantages of each other's resources, the greater the benefits of forming a parasitic relationship with them. Secondly, it depends on the sincerity and credit status of the other party. Only when the other party keeps a friendly attitude towards parasitism can a parasitic relationship be established. Only when the other party's credit is good can the persistence of parasitism be maintained. Thirdly, we should study the advantages and disadvantages of parasites and hosts, possible market reactions and possible changes in the future, and give full consideration to possible unfavorable situations. In particular, parasitic enterprises should pay attention to protecting their legitimate interests, not be subject to host enterprises, and not covet temporary interests and lead to long-term development losses. Finally, we should know the marketing situation of parasitic objects in time, communicate with problems in time, and solve problems that may endanger our legitimate interests in time through legal and effective ways, including dissolving parasitic relations and adjusting parasitic objects or parasitic projects.
3. Choose a suitable parasitic field or project
Not all fields and projects are suitable for parasitic marketing, because parasitic enterprises grow by using the resources and energy of the host enterprises and constantly adjust their products and projects according to the changes of the host enterprises. For projects that need to be implemented in a stable environment, if they are parasitic on other enterprises, they will only affect their own development. Therefore, only those industries with changeable market information, structural changes and fierce competition and those activities that can bring high added value are suitable for parasitic marketing. At the same time, enterprises should also consider the parasitic cost of enterprises, and only when the increased income after parasitism is greater than the increased cost generated by parasitism can they consider applying parasitic marketing strategy. As a new marketing model, parasitic marketing has been paid more and more attention by enterprises, and many enterprises have explored various forms in practice. Parasitic marketing is more suitable for small and medium-sized enterprises with limited resources and capabilities, which can help enterprises grow rapidly. Enterprises should make an inevitable rational choice according to the situation when choosing parasitic marketing model.