在互联网新媒体时代下的体育营销策略分析

体育营销指的是载体为体育活动并推广品牌与产品的市场营销活动的统称,在营销中能获取体育经济效益及注意力的经济效益,助力体育品牌与产品增值,体育营销有较强的针对性及沟通性,以体育活动为依托将产品(服务)与受众联系起来,为成功完成营销任务提供条件。新媒体为体育营销提供新条件,为营销活动线下、线上一体化搭建平台,同时可突出新媒体营销成本低、受众广、趣味性强等特点,利于提高体育营销成功的概率。本文通过分析互联网新媒体时代体育营销策略,以期为提升体育营销水平提供参考。

Analysis on Sports Marketing Strategy in the Era of Internet New Media

Sports marketing refers to the general name of marketing activities with sports activities as the carrier and promoting brands and products.In marketing,it can obtain the economic benefits of sports and attention,and help sports brands and products to add value.Sports marketing possesses the stronger or pertinence and communication,and connects stronger products(services)with audiences based on sports activities,Provide conditions for successful completion of marketing tasks.New media provides new conditions for sports marketing and builds a platform for offline and online integration of marketing activities.At the same time,it can highlight the characteristics of low cost,wide audience and strong interesting of new media marketing,which is conducive to improve the probability of success of sports marketing.This paper analyzes the sports marketing strategy in Internet new media era,in order to provide reference for improving the level of sports marketing.