棋牌大全下载安装

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                    • 当前位置: 代写一篇论文多少钱 > 体育论文 > 新媒体环境下大型体育赛事营销问题与对策

                      新媒体环境下大型体育赛事营销问题与对策

                      时间:2018-12-11 10:25作者:舒畅
                      本文导读:这是一篇关于新媒体环境下大型体育赛事营销问题与对策的文章,体育产业中营销作为主要组成部分,新媒体时代体育对于赛事的需要更为显着。体育营销,即利用规划执行营销策路满足消费者需求的方法达成企业销售目标,实现顾客与企业双赢的目的。

                        摘    要: 新媒体时代背景下我国体育产业发生变革,大型体育赛事中新媒体技术得到广泛使用,给人们带来不一样的视觉盛宴。但新媒体时代大型体育赛事营销也存在一些问题,不利于推动体育赛事营销的可持续发展。文章分析新媒体时代特点,阐述我国大型体育赛事营销时存在的问题,联系实际经验给出提高大型体育赛事营销质量的措施,切实发挥新媒体的优势,推动我国体育产业健康发展。

                        关键词: 新媒体; 大型体育赛事; 营销策略;

                        TIYUCHANYEZHONGYINGXIAOZUOWEIZHUYAOZUCHENGBUFEN,XINMEITISHIDAITIYUDUIYUSAISHIDEXUYAOGENGWEIXIANZHE。TIYUYINGXIAO,JILIYONGGUIHUAZHIXINGYINGXIAOCELUMANZUXIAOFEIZHEXUQIUDEFANGFADACHENGQIYEXIAOSHOUMUBIAO,SHIXIANGUKEYUQIYESHUANGYINGDEMUDE。TIYUSAISHILIYONGXINMEITICHUANBOYINGXIAO,YAOZHIDINGSHIYINGXINGGENGQIANGDEYINGXIAOJIHUATUIDONGDAXINGTIYUSAISHIJIANKANGFAZHAN,ZHENGHEYINGXIAOCHUANBOLILUNDETEDIAN,GOUJIANYIGEMANZUXINMEITISHIDAIDEYINGXIAOMOSHI。

                        一、新媒体特点与大型体育赛事营销分析

                        (一)新媒体特点

                      棋牌大全下载安装   CHUANMEISHENGCUNYUFAZHANDEJICHUJIUSHISHIXIAOXING,YESHITIGAOGEMEITIJINGZHENGLIDEGUANJIAN,XINMEITIZAICHUANBOSUDUFANGMIANYOUSHIXIANZHE,ZHEIYESHICHUANTONGMEITIWUFAQIJIDE。TONGSHIXINMEITILIYONGXIANDAIJISHUCHUANBOFANGSHIDUOYANGHUA,DAPOSHIJIANYUKONGJIANDEXIANZHI,DIYISHIJIANNEIJIANGXINXICHUANBOJIDAZHONG,YINCISHOUDAORENMENDEQINGLAI。

                      棋牌大全下载安装   XINMEITIHUANJINGXIARENMENPUBIANSHIYONGZHINENGSHOUJI、PINGBANDIANNAODENGZHONGDUANSHEBEI,ZHEIXIESHEBEITONGGUOWANGLUOJIUHUIKEYISHISHICANYUDAOXINXICAIJI、FABUZHENGGEHUANJIE,JIEZHELIYONGZIMEITIHUOJISHITONGXUNRUANJIANCHUANBO。ERPUTONGDAZHONGZEKEYITONGGUOZHEIZHONGFANGSHICANYUDAOXINXIPINGLUN,DIAODONGXUESHENGCANYUDEJIJIXING,SHIXIANBEIDONGXUEXIZHUANGTAIDEZHUANBIAN;XIANDAISHEHUIZHONGMEIGERENDOUKEYILIYONGXINMEITICHUANBOFANGSHI,RUQQ、WEIXIN、WEIBODENG,TONGGUOWANGLUOFABIAOZIJIDEKANFAYUGUANDIAN,TIGAOSHOUZHONGCANYUDU,DANYEDAILAIYIXIEFUMIANYINGXIANG,RUBULIANGXINXICHUANBO、XIELOUGERENXINXIDENG,ZHANGXIANSHOUZHONGGEXINGDETONGSHIDAILAIYIXIEANQUANYINHUAN,XUYAODEDAOXIANGGUANDANWEIYURENSHIDEZHONGSHI。

                        (二)融合必要性

                        1. 丰富营销传播途径与手段

                        新媒体快速发展业,已成为具有影响力的传播手段,直接造成体育赛事营销宣传途径与手段。新媒体时代网络媒体与手机媒体传播速度快、效果好且互动强等,有效弥补传统媒体的不足,实现信息交互传播,得到受众普遍认可。尤其是互联网技术与智能终端技术发展,大型体育赛事营销中普遍应用微信、微博等新媒体手段,促进大型体育赛事营销质量的提升。
                       

                      新媒体环境下大型体育赛事营销问题与对策
                       

                        2. 提升赛事营销的商业价值

                        XIANJIEDUANDAXINGTIYUSAISHICHUANBODESHOUXUANMEIJIEJIUSHIYIDONGMEIJIEYUSHUZIDIANSHI。YIDONGTONGXINJISHUDEFAZHANZHIJIEDAPOCHUANTONGDANXIANGCHUANSHUFANGSHI,ZHIJIEGAIBIANXINXIFABUZHEYUSHOUZHONGZHIJIANDEGUANXI。YIDONGTONGXINJISHUDEFAZHAN,SHIDERENMENGUANZHUTIYUSAISHIHUODONGSHIDAPOSHIJIANYUKONGJIANDEXIANZHI,ZHIJIETUIDONGDAXINGTIYUSAISHIYINGXIAOCHUANBOFAZHAN。YOUQISHIRENMENJINGSHENWENHUAXUQIUZENGJIA,DUIYUTIYUNEIRONGXUQIUYEZAIZENGJIA,TUIDONGSHUZIDIANSHIFUFEIYEWUDEFAZHAN。

                        3. 新媒体与赛事营销的双赢

                      棋牌大全下载安装   DAXINGTIYUSAISHIQIANZAIPANGDADESHOUZHONGQUNTI、SHANGYEXINXIJIFENGFUGUANGGAOZIYUAN。XINMEITICHUANBOFANGSHIDUOYANGHUA、XINXICHUANDIKUAISUJISHI,ZIYUANLIYONGLVMINGXIANGAOYUCHUANTONGMEITI。XINMEITIJIANGDAXINGTIYUSAISHINEIRONGCHUANBOJISHOUZHONG,DACHENGTIGAOSHOUSHILV、DIANJILVJIGUANGGAOSHOUYIDEMUDE。TIYUSAISHIZUZHILIYONGXINMEITIDEXUANCHUANKUODAYINGXIANGLI、TIGAOXIYINLI,XIYINGENGDUOSHOUZHONGJIGUANGGAOSHANGCANYUQIZHONG,CUJINJINGJIXIAOYIDETISHENG。SHICHANGJINGZHENGRIQUBEIJINGXIAZHEIZHONGMOSHIKEYISHIXIANLIANGZHESHUANGYING。

                        二、新媒体时代下大型体育赛事营销环境的变化

                      棋牌大全下载安装   XINMEITISHIDAIZUIDATEDIANSHIWANGLUOJINGJIDECHUXIAN,ZHIJIETUIDONGTIYUSAISHIYINGXIAOHUANJINGDEBIANHUA,JIANGQIZONGJIEGUINARUXIA。

                        (一)消费者需求呈现多样化趋势

                      棋牌大全下载安装   GAIGEKAIFANGJIWOGUODEJINGJIDAILAILEJUDADEBIANHUAHEFAZHAN,GUOMINJINGJISHUIPINGYEDEDAOLEHENDADETISHENG,RENMENDESHENGHUOZHILIANGHEXIAOFEISHUIPINGCHENGSHANGSHENGQUSHI,WANGLUOGOUWUYIJINGCHENGWEIDANGQIANRENMENXIAOFEIDEZHUYAOQUDAO,GEZHONG“DAIGOU、HAIWAIGOU”DENGWANGLUOXIAOFEIFANGSHICHONGJIZHERENMENDESHENGHUO。SHICHANGHUADEDUOYANGXINGDAOZHICHUANTONGDESHICHANGJINGJIYIJINGWUFAMANZUXIAOFEIZHEDUICHANPINDUOYANGHUAHESHICHANGDUOYUANHUADEXUQIU,HENDUOQIYEYIJINGZHUJIANZHUZHONGCHANPINDEXIJIESHEJI,XIYINXIAOFEIZHEDEYANQIU。CHANPINWEIXINGHUASHEJIKEYICIJIXIAOFEIZHEDEGOUMAIYUWANG。SHICHANGDUOYANGHUADEZHUANBIANSHIXIAOFEIZHEDUICHANPINDEXUQIU,YINCIQIYEYAOGONGGUZIJIDEJINGJIDIWEIJIUBIXUBUDUANZHUANBIANYINGXIAOCELVE,GENGHAODESHIYINGSHICHANGHUADEXUQIU。

                        (二)产品及技术趋于同质化

                      棋牌大全下载安装   GONGYESHISHEHUIJINGJIFAZHANDEZHONGYAOZUCHENGBUFEN,KEJIDEJINBUHEFAZHAN,GONGYEZIDONGHUASHENGCHANSHEBEIDEDAOLEHENDACHENGDUDEGENGXIN,ZIDONGHUASHENGCHANJISHUDECHUANGXINHEFAZHANYEDEDAOLETIGAO。QIYESHENGCHANXIAOLVYOULEMINGXIANDETIGAO,ZAICIQIANTIXIA,QIYEWEILESHIYINGSHICHANGJINGZHENGHUANJING,JIANGDILECHUANTONGXIAOHAOPINDESHENGCHAN,JIANGZHUANXINGDAOGAODUANCHANPINDESHENGCHANHEYANFA,ZHENGQUWEIQIYEDAILAIGENGDADEJINGJIXIAOYI。ZAIWANGLUOJINGJIDETUIDONGXIA,CHANPINXIAOSHOUFANWEIHEQUYUGENGJIAGUANGFAN,ERQIECHANPINDEMOFANGSUDUYEHENKUAI,DAOZHITONGZHIHUAXIANXIANGYANZHONG,JIQIYEJISHUCHUANGXINHEYINGXIAOCELVEZAOCHENGTIAOZHAN。

                        (三)市场营销模式的不断创新改革

                        CHUANTONGDEYINGXIAOMOSHIYIBANWEISHENGCHANCHANGJIASHENGCHANCHANPIN,JINGGUOPIFASHANGDAOLINGSHOUSHANGZUIZHONGXIAOSHOUJIXIAOFEIZHE,TONGGUOJIDAOXIAOSHOUHUANJIE,ZHENGGEXIAOSHOUMOSHIDANYI,BINGQIECHANPINDAODAXIAOFEIZHESHOUZHONGSHI,YOUYUGEHUANJIEDELIRUNBOPIHEYUNSHUCHENGBEN,DAOZHICHANPINDECHENGBENZENGDA,XIAOFEIZHECHENGDANLEHENDUOZHONGJIANFEIYONG。SUIZHEWANGLUOYINGXIAOMOSHIDETUIGUANGHECHUANGXIN,XIAOFEIZHEKEYIZAIWANGSHANGGOUWUSHANGCHENGJINXINGSHANGPINSOUXUNZUIZHONGZAIWANGSHANGXIADAN、ZHIFU,XUANZEHESHIDEKUAIJIFANGSHI,JIEYUELEGOUWUDESHIJIANBINGQIESHANGJIAYESHENGQULEHENDUOZHONGJIANTUIGUANGDECHENGBEN,YINCIJIANLIANQUANKEKAODEWANGLUOGOUWUPINGTAIKEYIWEIXIAOFEIZHETIGONGBIANJIEYOUXIAODEGOUWUFUWU,NENGGOUTISHENGWANGLUOYUNYINGXIAOSHOUDEXIAOLV。ZAIWANGLUOYUNYINGZHONGSHOUHOUFUWUSHIKEHUZUIWEIGUANXINDEYIGEHUANJIE,YUNYINGPINGTAIYAOJIAQIANGSHOUHOUFUWUDEZHILIANG,TIGAOXIAOFEIZHEDEMANYICHENGDU,JIXIAOFEIZHEDAILAIYUYUEDEGOUWUTIYAN。

                        (四)市场竞争向网络化转变

                        WANGLUOJINGJIDEPUJIHEFAZHANYIJINGCHENGWEIDANGJINSHEHUIDEXIANZHEBIAOZHI,WANGLUOYINGXIAOYIJINGDAPOCHANGGUIDEQIYEYINGXIAOMOSHI,CHENGWEISHICHANGJINGZHENGXINXIHUA、WANGLUOHUADETIXIAN,JIANGWANGLUOZIYUANJINXINGYOUXIAOLIYONG,WEIQIYEDAZAOTUIGUANGPINGTAIHEXIAOSHOUPINGTAI,TISHENGQIYEDEJINGZHENGSHILI,ZHUANBIANQIYEDEYINGXIAOFENGGEHECHANPINYINGXIANGLI,WANGLUOYINGXIAODIANPUJUYOUCHANPINGENGXINSUDUKUAI、CHANPINZHONGLEIDUODENGTEDIAN,TISHENGLECHANPINDESHICHANGJINGZHENGLI。YINCIHELIDEYUNYONGWANGLUOZIYUAN,KEYIDAPOCHUANTONGDESHICHANGJINGJIFENGBIXING,BUDUANKUODACHANPINDEXIAOSHOUHEQUDAO,SHIQIYEGENGJUYINGXIANGLI。

                        三、新媒体时代下大型体育赛事营销的主要问题

                        (一)体育赛事营销呈现娱乐过度化

                        JINXIENIANDAZHONGWENHUAZHUJIANJUEQI,TIYUZHUBUHUIGUIXIUXIANYUYULEDEGONGNENG,DANCHUNCHUANDITIYUSAISHIXINXIYIJINGWUFAMANZUSHOUZHONGXUQIU。SHANGYEHUAFAZHANBEIJINGXIAGEDAXINMEITIJIGOUJINGZHENGYUFAJILIE,TIYUHUODONGBENSHENJUYOUYULEGONGNENGXINGZHIYINCIDEDAOZHEIXIEXINMEITIJIGOUDEQINGLAI。DANJINXIENIANBUFENDAXINGTIYUSAISHICHUXIANGUODUBAOZHUANGTIYUMINGXINGJICHAOZUOHUATIDEXIANXIANG,SHENZHICHUXIANYONGSUHUADEQUSHI。TIYUZHONGYULEZUOWEIQIZHUYAOGONGNENG,SHIDUXUANCHUANYITIGAOYINGXIAOXIAOGUOWUKEHOUFEI,DANXINMEITICHUANBODEZHONGDIANYINGGAISHIYOUZHITIYUSAISHINEIRONGYUJIJITIYUJINGSHEN,GUODUPAOZHIMINGXINGHUATIHUOTUXIANZANZHUSHANGCHUXIANZHUCIBUQINGDEQINGKUANG,RONGYIYINFASHOUZHONGFANGANBINGDUITIYUSAISHICHUANBOXIAOGUOCHANSHENGBULIYINGXIANG。

                        (二)体育赛事频繁出现侵权的情况

                        DAXINGTIYUSAISHIXINMEITIZHUANBOQUANYIZHIBANSUIZHEXINMEITIFAZHAN。XINMEITIJIGOUZUOWEIYUCHUANTONGXINGTAICHUANBOMEIJIEQUBIEDEDIFANG,ZHUBUCANYUDAODAXINGTIYUSAISHIZHUANBOZHONG。YUCHUANTONGMEITIXIANGBI,XINMEITIBANQUANQINHAIWENTIGENGWEIYINBIYUKUAISU,CUNZAIQINQUANSUDUKUAI、QINQUANSHULIANGDADENGTEDIAN,JIAZHIXIANJIEDUANWOGUOXINMEITIBANQUANFANGMIANDEFALVFAGUIBUJIANQUAN,BINGWEIXINGCHENGTIYUCHANYEZHISHICHANQUANBAOHUZHIDU,PINFAFASHENGFEIFAXIAZAIYUDAOYONGSHIJIAN,SHIDEXINMEITIBANQUANBAOHUNANDUZENGJIA。YINCIXINBEIJINGXIADAXINGTIYUSAISHIBANQUANWEIHUGONGZUOMIANLINZHEYANJUNXINGSHIYUTIAOZHAN,XUYAOXINGYECONGYEZHESHENRUDEYANJIUYUFENXI

                        (三)体育赛事信息监管的现状不利

                        XINMEITIPINGJIEZISHENYOUSHI,DEDAODAXINGTIYUSAISHIYINGXIAODEPUBIANRENKE,DANYEYINWEIXINMEITICHUANBOQUDAOSHUANGXIANGXINGYINGXIANG,CHUXIANDALIANGLAJIXINXI、WUXUXINXINDENGWENTI。CHUANTONGNEIRONGGEXINGHUA、CHUANBOQUDAODUOYUANHUA、CHUANBOHUODONGFEIZUZHIXINGDENGZAOCHENGRENRENDOUKEYICHENGWEIXINWENYITIDEFABUZHE。DAXINGTIYUSAISHITUIGUANGYUXUANCHUANZHIJIEGUANXIDAONENGFOUSHUNLIJUBANSAISHI,YOUQISHITIYUJINGZHENGLIZUOWEIHENGLIANGGUOJIAZONGHESHILIDEZHUYAOZHIBIAOWAI,GUOJIAYEGAODUZHONGSHISAISHIYINGXIAOYUTUIGUANGGONGZUO,ZHIJIEYINGXIANGDAOGUOJIAZHENGZHIJINGJIXINGXIANG。DAXINGTIYUSAISHIYINGXIAOGUOCHENGZHONGBIXUJIEJUESAISHIXINXIZHENSHIXING、YOUXIAOXINGJIYOUXUXINGDEWENTI。

                        四、新媒体时代大型体育赛事营销问题的解决措施

                        (一)创新赛事营销理念

                        DAXINGTIYUSAISHIZHIDINGXIANGGUANDEZHENGCEHEYINGXIAOCELVESHI,WANGWANGHUISHOUCHUANTONGYINGXIAOLINIANDEYINGXIANG,YIKAOSHICHANGDEXINXIFANKUIJINXINGDIAOZHENG,ZHEIYANGHUICHUXIANXIANGGUANZHENGCEDEZHIHOUXING,BUNENGYUDANGQIANDESHICHANGJINGJIGUAGOU。ZAIWANGLUOJINGJISHIDAIDEBEIJINGXIA,QIYEYAOBUDUANCHUANGXINSHICHANGYINGXIAOLINIAN,YITUOXINXIHUAGUANLIPINGTAI,DUISHICHANGXINXIJINXINGJISHICAIJIHEFENXI,KEXUEDEYUCEZHIDINGYOUXIAODEYINGXIAOCELVE,TISHENGJINGZHENGYOUSHIHEYINGXIAOSHUIPING。

                        ZAIWANGLUOJINGJIDEYINGXIANGXIA,TIYUSAISHIYAOJIEZHUDIANSHANGPINGTAITISHENGSHICHANGYINGXIAODEXIAOLV。QIYEYUQIYEZHIJIANDEJINGZHENGRIQUJILIE,TONGZHIHUACHANPINDECHUXIANZAOCHENGSHICHANGJINGJIFAZHANSHOUDAOKAOYAN。ZHENDUIZHEIYIXIANXIANG,QIYEGENGYAOZHONGSHISHICHANGYINGXIAOZHONGSAISHIZHILIANGHEFUWUYISHIDETISHENG,DAZAOLIANGHAODEKOUBEI,YINGDEXIAOFEIZHEDEXINREN,QIYEYAOZHONGSHISAISHIZHILIANG,TONGGUOMANZUXIAOFEIZHEDEJIBENXUQIU,ZENGQIANGCHANPINDEPINPAIYISHICONGERJIANLIYOUZHIDEPINPAIXINGXIANG,TISHENGCHANPINZAISHICHANGJINGZHENGZHONGDEDIWEI。

                        (二)开阔体育赛事整合营销视野

                      棋牌大全下载安装   WEILAISHEHUIBIJIANGSHIYIGEDUOZHONGMEITIXINGSHIBINGCUNDEDUOYUANHUA、GEXINGHUASHIDAI,SHOUZHONGZAIMEIJIEXINGSHIHECHUANBOXINGTAISHANGDEXUANZEQUANHUIYUELAIYUEDA。ZAIYUHULIANWANGSANWANGRONGHEDEFAZHANQUSHIXIA,SAISHIZUZHIZHEZHIYOUJUBEIKUAXINGYEDEZIYUANZHENGHEYINGXIAOSHIYE,CAINENGZAIRIQUJILIDEHUANJINGXIAZHENGQUGENGGUANGKUODESHICHANG。JIEZHUXINMEITIZAIWANGLUOZHONGDUIMUBIAOSHOUZHONG“JINGZHUNTOUFANG”DEYOUSHI,YIFANGMIANTONGGUODUINEIBUZIYUANDEGONGXIANGYUXIETONGSHIZIYUANDEYICHONGFENLIYONG;LINGYIFANGMIANTONGGUOXINXINEIRONG、CHANPINFUWUDESHENDUKAIFA,KAIQIKUALINGYU、KUAXINGYEDEWAIBUSHICHANGZHENGHESHIXIANBIANJIXIAOYIZUIDAHUA。

                        (三)做好营销队伍的建设

                        ZAIDASHUJUDEYINGYONGGUOCHENGZHONG,SHIKAOYANDICENGQIYEYUANGONGDUIWUZONGHEGUANLINENGLIDETIXIAN,YINCIYAOTIGAOBINGJIAQIANGQIYEYUANGONGDEGUANLISHUIPING。SHOUXIAN,ZHUANBIANSIXIANG,SHULIDASHUJUYISHI,ZUOWEIJICHUGUANLIHEFUWUBUMENYAOQIANGHUADASHUJUYISHI,ZHUSHIDASHUJUZAIJICHUFUWUGONGZUOZHONGYINGYONGDEJIAZHI,GAIGEJICENGGUANLIGONGZUODEFANGSHI,JIANGSHUJUFENXIYUNYONGDAOJINGXIHUAGUANLIZHONGCUJINDUIWUDEJIANKANGFAZHAN。QICI,TIGAOYUANGONGDEDASHUJUYUNXINGDENENGLIHESHUJUCHULIDEZHISHI,BINGQIEYAOJIAQIANGYUANGONGDEJINENGXUEXI,XINGCHENGYITUOSHUJUDEDAOXIANGSIWEI。PINQINGZHUANYEDESHUJURENCAIQIANGHUASHUJUCHULIBUZUDEQUEXIAN。ZUIHOU,YAOJIAQIANGJICENGYUANGONGSHUJUANQUANFANGFANYISHI,DUIYUANGONGJINXINGANQUANJIAOYU,BINGJIAQIANGDUIGUOJIAXINXIANQUANFALVFAGUIDEXUEXI,DUISHEJIGERENHUOZUZHIDEXINXIANQUANCHENGXU、FANGWENQUANXIANJINXINGJIBIESHOUQUAN,QUEBAOSHUJUXITONGDEANQUANKEKAO,BIMIANZAOCHENGJUDASUNSHI。

                        五、结语

                      棋牌大全下载安装   ZONGERYANZHI,SUIZHEXINMEITISHIDAILAILINJITIYUCHANYEZHUANXINGFAZHAN,SHIDEDAXINGTIYUSAISHIMEIJIECHUANBOQUDAOCHENGXIANDUOYUANHUA。XINMEITIPINGJIEZISHENYOUSHIMANZUSHOUZHONGGUANKANBISAIDEXUQIU,ZHIJIETUOKUANGUANGGAOZIYUANYUSHANGYEJIAZHI。TONGSHI,XINMEITIJISHUFAZHANTUIDONGDAXINGTIYUBISAIDEFAZHAN,YAOQIUYINGXIAORENYUANYISHIDAOXINMEITIDEYOUQUEDIAN,FAHUIXINMEITIZAISAISHIYINGXIAOFANGMIANDEYOUSHI,TUIDONGWOGUOTIYUCHANYEJIANKANGFAZHAN。

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