我国体育用品企业广告营销策略的研究

发布时间：2018-01-31 20:49

本文关键词： 体育用品企业广告营销策略　出处：《首都体育学院》2013年硕士论文　论文类型：学位论文

【摘要】：由于国民健身意识的增强与体育休闲娱乐的需要，使我国体育用品企业日趋活跃，为了在现今残酷的“商场”上取得胜利、占有一席之地，越来越多的商家都开始重视市场营销。体育广告作为体育用品企业营销的一个重要手段，发挥着其他促销手段所不能替代的巨大作用。体育广告已经不仅仅是提供商品信息，引导消费者在众多同类商品中选出满意商品的宣传和介绍，作为一种特殊的时代符号，它已渗透到人类经济生活的各个方面。优秀的体育广告是商场上的竞争利器，不但可以提高产品的销售额，促进其经济利益的增长，同时还提升了企业的品牌形象，获得良好的社会效益。体育用品企业在十几年的竞争与实践中总结出一系列宝贵营销经验，特别是在2008年奥运会后，体育的热潮带动一家又一家体育用品企业走出国门，被世人了解，，对体育用品企业广告营销的理论研究就显得尤为重要。本文通过对体育广告的表现手法及传播方式的研究分析，总结体育广告自身特点，为体育用品企业合理投放广告提供相应策略。根据对195名受访者的问卷调查，运用频数分析、多因素分析、描述统计分析等数理统计方法，总结出不同性别、年龄、职业的人群接触媒介的习惯，为体育用品企业准确有效的投放体育广告提供理论指导和参考依据。论文运用体育市场营销学、广告学等学科知识，结合问卷数据分析，得出结论如下。 1目前，我国的体育广告语呈现出的特点有：语句凝练、富有鼓动性、以“我”为主体、与国际接轨运用英语及使用仿词。 2我国体育用品企业广告情节包括：展示运动员在比赛、训练及生活的片段；插入动画情节；利用剧集的形式演绎“电视剧式广告”。 3体育用品企业在各类体育类杂志上的广告刊登量较大。这类杂志总体来说和体育关联度高，拥有更为细分的受众，使得体育用品企业的广告主在投放广告上更具选择性与针对性。 4在受访的195人中，选择其媒介接触最频繁的人数比例依次为电视30%，网络22%，报纸杂志17%，户外广告16%、手机8%、广播6%及其他传播媒介1%。 5各年龄段的被调查者在选择收看电视的时间段上均以晚20:00-24:00点为主，其中24岁及以下的调查者中，有57.1%的人选择此时段；24-45岁的调查者中，75.2%的人选择此时段；46岁及以上的调查者中71.7%的人选择此时段。 6在诉求方式上，男性与女性对体育广告的诉求方式排在第一位及第二位的没有明显差异，均为“广告中商品的外形、功能”及“该商品在广告中提出的价格”，有所不同的是，男性排在第三位的诉求方式为“广告情节”，占所有男性人数的43.5%；女性排在第三位的诉求方式为“广告语”，占所有女性人数的45.7%。
[Abstract]:As a result of the national fitness consciousness enhancement and the sports leisure entertainment need, our country sports goods enterprise day by day is active, in order to obtain the victory in the present cruel "market", occupies a place. More and more businesses begin to attach importance to marketing. As an important means of sporting goods marketing, sports advertising plays a huge role that other promotion means can not be replaced. Sports advertising is not only to provide information about commodities, but also to guide consumers to choose satisfactory products from many similar products, as a special symbol of the times. It has penetrated into all aspects of human economic life. Excellent sports advertising is a competitive weapon in shopping malls, which can not only increase the sales of products, but also promote the growth of its economic interests. At the same time, it also improves the brand image of the enterprise, and obtains good social benefits. Sporting goods enterprises have summed up a series of valuable marketing experience in the competition and practice for more than ten years, especially after the 2008 Olympic Games, sports upsurge led one after another sporting goods enterprises to go abroad. It is known to the world that the theoretical research on advertising marketing of sporting goods enterprises is particularly important. This paper summarizes the characteristics of sports advertising through the research and analysis of sports advertising performance and communication methods. According to the questionnaire survey of 195 respondents, using frequency analysis, multi-factor analysis, description statistical analysis and other mathematical statistical methods. This paper summarizes the contact habits of different sex, age and occupation groups, and provides theoretical guidance and reference for sports goods enterprises to put in sports advertisements accurately and effectively. The paper uses sports marketing, advertising and other disciplines, combined with questionnaire data analysis, the conclusion is as follows. At present, the sports advertising language in our country has the following characteristics: concise sentences, full of agitation, taking "I" as the main body, using English and using imitation words in line with the international practice. (2) the advertising plot of sporting goods enterprises in China includes: showing the segments of athletes in competition, training and life; inserting animation plot; using the form of drama to deduce "TV advertisement". Sports goods enterprises in all kinds of sports magazine advertising volume. This kind of magazine and sports in general has a high degree of relevance, with a more subdivision of the audience. Sports goods enterprises make advertisers in advertising more selective and targeted. 4 among the 195 people interviewed, the proportion of people who chose their media contact most frequently was 30% on TV, 22 on the internet, 17 on newspapers and magazines, 16 on outdoor advertisements and 8% on mobile phones. Broadcast 6% and other media 1. (5) 57.1% of the respondents of all ages chose to watch TV at 20: 00-24: 00 in the evening, and 57.1% of the respondents aged 24 or below chose this time; 75.2% of the respondents aged 24-45 chose this period; 71.7% of those aged 46 and older chose this period. 6 in the way of appeal, there is no obvious difference between male and female in the first and second place of the appeal of sports advertisement, which are both "the appearance of the goods in the advertisement". Function "and" the price of the product in the advertisement ", the difference is that the third way that the male ranks in the third place is the" advertising plot ", which accounts for 43.5% of the total number of men; The third place for women is the Advertising language, which accounts for 45.7% of all women.
【学位授予单位】：首都体育学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.89;F713.8;G80-05

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