基于整合营销传播理论视角下的中国网球公开赛媒体营销研究

发布时间：2018-03-07 16:38

本文选题：整合营销传播　切入点：媒体营销　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：体育产业在国家政策的强有力支持下,成为国民经济新的增长点。在职业网球赛事方面,国内已经存在上海大师杯赛、广州网球公开赛、武汉网球公开赛等众多职业网球赛事。如何在体育浪潮中进行有效的媒体营销、品牌推广是各个体育机构亟待面对的问题。因为有效的媒体营销将为赛事的推广,品牌形象塑造,赛事影响力的提升起到不可替代的作用。然从目前来看,体育赛事机构中的媒体营销并未形成专门体系,有的甚至无专门的媒体部门,而是选择将新闻媒体部与市场部或者商务赞助部合并。这样不仅无法充分利用媒体资源,甚至无法向外部传递统一的信息。本文选择中国网球公开赛作为研究对象,目前该赛事是亚洲地区设置最全、级别最高、参赛球员最多的一项国际网球赛事。文章通过定量与定性分析法,整合该赛事13年的媒体营销数据,运用整合营销传播理念从媒体营销渠道和媒体运行服务两个方面,分析中国网球公开赛的媒体营销现状,并通过受众及媒体营销价值数据分析其媒体营销策略的发展变化。该机构通过平面媒体、网络及新媒体、电视、户外终端、广播电台、印刷品六大媒体营销渠道的共同联合,形成资源共享的全媒体传播平台。同时不断提高媒体软硬件设施水平,开展多种媒体活动,力争为媒体机构及人员提供更好服务。中网的营销模式包括赞助营销、媒体营销、品牌营销三个方面,媒体营销在三种营销渠道中处于桥梁位置,赛事机构通过进行有效的媒体营销才能提升品牌文化及品牌形象塑造,品牌营销的成功输出从而拉动赞助营销。所以本文将利用整合营销传播理论,根据理论核心,提出从贯彻整合营销传播理念,精准品牌定位,建立以消费者为核心的营销策略,构建企业内部信息交互平台这四个方面进行媒体营销体体系的重新调整。分析国内最高水平网球赛事的媒体营销水平,为国内其他各赛事机构提供经验借鉴。
[Abstract]:With the strong support of national policies, the sports industry has become a new growth point of the national economy. In professional tennis, there are already Shanghai Masters Cup and Guangzhou Open Tennis Championships in China. Wuhan Open tennis tournament and many other professional tennis events. How to carry on the effective media marketing in the sports tide, the brand promotion is the question that each sports organization urgently needs to face, because the effective media marketing will be the promotion of the event. Brand image shaping, the promotion of event influence plays an irreplaceable role. However, from the current point of view, media marketing in sports events institutions has not formed a special system, some even do not have a specialized media sector, Instead, we choose to merge the news media department with the marketing department or the business sponsorship department. In this way, not only can we not make full use of media resources, nor can we even transmit a unified message to the outside. This paper chooses the China Open Tennis Championship as the research object. At present, the tournament is the most fully established, the highest level, and the largest number of players in the Asian region. The article integrates 13 years of media marketing data through quantitative and qualitative analysis. Using the concept of integrated marketing communication, this paper analyzes the current situation of media marketing in China Open Tennis Championship from two aspects: media marketing channel and media operation service. And through the audience and media marketing value data to analyze the development and change of its media marketing strategy. This organization through print media, network and new media, television, outdoor terminals, radio stations, printed matter six media marketing channels joint, Forming an all-media communication platform for resource sharing. At the same time, constantly improving the level of media hardware and software facilities, carrying out various media activities, and striving to provide better services to media organizations and personnel. The marketing model of China.net includes sponsorship marketing and media marketing. Brand marketing in three aspects, media marketing in the three marketing channels in the bridge position, the event organization through effective media marketing can enhance brand culture and brand image, The successful export of brand marketing leads to the promotion of sponsorship marketing. Therefore, this paper will make use of the theory of integrated marketing communication, according to the core of the theory, to put forward the marketing strategy with the core of consumer as the core of implementing the concept of integrated marketing communication, accurate brand positioning, and establishing a consumer-centered marketing strategy. This paper analyzes the media marketing level of the highest level tennis events in China, and provides experience for other domestic competition organizations through the re-adjustment of the media marketing system in the four aspects of internal information interaction platform.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G845;G206-F

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