腾讯公司NBA赛事网络整合营销传播研究

发布时间：2018-03-13 13:41

本文选题：网络整合营销传播　切入点：腾讯公司　出处：《重庆工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：整合营销传播理论(Integrated Marketing Communications)是一种营销传播思想,被企业看作是21世纪获得市场优势的战略性武器。整合营销传播理论在国内外学术界受到广泛重视,产生了丰富的学术成果。随着营销传播环境的不断变化,整合营销传播理论在营销实践中得到发展。网络时代,整合营销传播理论的应用环境发生变化。网络带来了营销传播方式和手段的变革,也改变了消费者的信息获取方式和消费习惯,进一步改变了营销传播的市场环境。整合营销传播环境的深刻变革,使得整合营销传播理论有了新的内涵,学术界对网络整合营销传播进行研究并建构了网络整合营销传播模型。NBA是最成功的职业体育赛事之一,在世界范围内具有广泛的影响。在我国,NBA拥有体量庞大的球迷群体和营销市场。腾讯公司作为中国互联网服务的最大综合商,与NBA进行深度合作,获得了NBA赛事5年的独家网络直播版权,成为NBA官方独家合作伙伴。根据NBA赛事资源营销需要,腾讯公司专门设立NBA频道作为NBA赛事网络整合营销传播平台,目前已发展成为球迷获取NBA赛事资讯的重要平台。腾讯公司对NBA赛事的营销,充分运用了网络整合营销传播策略,主要表现在三个方面:获取NBA赛事独家网络直播版权,以此整合营销传播的核心资源;利用腾讯公司自身社交媒体用户聚合优势,打造NBA赛事营销传播平台;并进行盈利模式的探索。在互联网时代,腾讯公司NBA赛事网络整合营销传播策略非常值得关注。本文运用文献分析法、文本分析法和逻辑分析法,并结合传媒经济学、市场营销学、传播学等知识,运用整合营销传播理论对腾讯公司NBA赛事的网络整合营销传播进行了系统分析,认为腾讯公司对NBA赛事在营销传播策略上全面的体现了网络整合营销传播理念:以客户为中心,与客户建立关系;以产品为营销基础,整合核心资源,提高产品质量;构建最佳营销传播体系;探索创新盈利模式,最终达到企业盈利的目标。进一步论证了网络整合营销传播理论在互联网公司体育营销实践中的指导意义。
[Abstract]:Integrated Marketing Communications (IMC) is a kind of marketing communication thought, which is regarded by enterprises as a strategic weapon to gain market advantage in 21th century. The theory of Integrated Marketing Communication (IMC) has received extensive attention in academic circles at home and abroad. With the constant change of marketing communication environment, integrated marketing communication theory has been developed in marketing practice. The application environment of integrated marketing communication theory has changed. The network has brought about the change of marketing communication methods and means, and has also changed the way of obtaining information and consuming habits of consumers. Has further changed the marketing environment of marketing communication. The profound transformation of integrated marketing communication environment has made the theory of integrated marketing communication have a new connotation. The academic circles study the network integrated marketing communication and construct the network integrated marketing communication model. NBA is one of the most successful professional sports events. Has a wide range of influence in the world. In China, the NBA has a large number of fans and marketing market. Tencent, as the largest integrator of Internet services in China, works in depth with NBA. After five years of exclusive online broadcasting of NBA events, Tencent has become the official exclusive partner of NBA. According to the needs of NBA events resource marketing, Tencent has set up NBA channel as the network integration marketing and communication platform for NBA events. At present, Tencent has developed into an important platform for fans to obtain information about NBA events. Tencent has made full use of network integrated marketing and communication strategy for NBA events, which is mainly manifested in three aspects: obtaining exclusive rights for NBA events to broadcast live on the Internet. In order to integrate the core resources of marketing communication; to use Tencent's own social media users aggregation advantage, to create a marketing and communication platform for NBA events; and to explore the profit model. In the Internet era, Tencent NBA events network integrated marketing communication strategy is very worthy of attention. This paper uses literature analysis, text analysis and logic analysis, combined with media economics, marketing, communication and other knowledge, By using the theory of integrated marketing communication, this paper makes a systematic analysis of the network integrated marketing communication of NBA events of Tencent, and thinks that Tencent's marketing communication strategy for NBA events fully embodies the concept of network integrated marketing communication: customer-centered. Establish relationships with customers; integrate core resources to improve product quality; build the best marketing communication system; explore innovative profit models; Finally, the paper discusses the guiding significance of network integrated marketing communication theory in the sports marketing practice of Internet companies.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F49;F274

【参考文献】