整合营销策略在我国体育赛事IP运作中的运用分析

发布时间：2018-03-13 15:30

本文选题：体育赛事IP　切入点：整合营销　出处：《武汉体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的高速发展,我国居民的消费能力日益提高,对体育消费品的需求日益增长;特别是互联网和移动智能设备的广泛使用,使我国的体育产业的发展上了一个新的台阶;与此同时国家宏观政策利好更进一步提升了体育产业的发展规模和速度。众所周知体育赛事是体育产业的核心和基础,而体育赛事的核心是赛事版权,由于体育赛事版权自身的特殊性,导致其商业价值和社会影响力远远超过其他IP,于是越来越多的社会资本进入体育赛事领域,开始对体育赛事IP进行争夺与打造。但是赛事IP的核心是通过合适的营销方式进行运作实现其商业价值和社会价值的变现,所以体育赛事IP产业中所运用到的营销策略是需要关注的。但是传统的营销策略主要立足于赛事举办方的角度出发,营销的产品内容较为简单、传播效果无法精准化,盈利渠道较为单一;对于赛事IP自身的关注,尤其是对于赛事IP运作中的营销策略的关注是远远不够的。有鉴于我国体育赛事IP发展的模式是实践先行,但当前学术界对体育赛事的运行模式、消费主体的研究较多,对于体育赛事IP的营销策略的应用研究尚未引起关注。因此,本文采用文献资料、百度百科、专家访谈、归纳分析、案例分析等研究方法,在互联网技术快速发展的背景下,以整合营销策略在体育赛事IP运作中的应用为研究对象,在比较了整合营销策略和传统营销策略异同的理论基础上,探讨了整合营销策略在我国体育赛事IP中的应用,分析了体育赛事IP中整合营销策略的效用,在此基础上,提出了整合营销策略在我国体育赛事IP运作中的应用是符合当前我国体育赛事IP的发展现状和解决了时代需求的,同时指出了具有优质内容的赛事IP是体育赛事成功营销的前提,而营销方式从单一的市场营销到多种营销形式的有机整合的转变,以及体育赛事IP的营销策略要符合时代发展特征。最后文章还以“昆仑决”格斗赛和“武汉城市坐标户外定向挑战赛”两个案例进行了实证分析。所以,本文主要涉及的内容有体育赛事、体育赛事营销概念、组成要素的辨析;以及当前我国体育赛事IP运作的现状及问题,重点分析了整合营销策略在体育赛事IP运作中的应用,同时结合“昆仑决”格斗赛和“武汉城市坐标户外定向赛”进行了实证分析,旨在为我国互联网时代背景下的体育赛事IP的运营与发展提供一个新的研究视角和实践的指导意义。
[Abstract]:With the rapid development of the national economy, the consumption power of the residents in our country is increasing day by day, and the demand for sports consumer goods is increasing day by day, especially with the widespread use of the Internet and mobile intelligent devices. The development of the sports industry in our country has been raised to a new level; at the same time, the national macro policy has further improved the scale and speed of the development of the sports industry. As we all know, sports events are the core and foundation of the sports industry. The core of sports events is the copyright of sports events. Due to the particularity of copyright itself, the commercial value and social influence of sports events far exceed those of other IPs, so more and more social capital enter the field of sports events. The core of sports IP is to realize its commercial value and social value through proper marketing. So the marketing strategies used in the sports IP industry need to be paid attention to. But the traditional marketing strategies are mainly based on the perspective of the organizers of the events. The content of the marketing products is relatively simple, and the communication effect can not be accurate. The profit channel is relatively single, the concern for the competition IP itself, especially for the marketing strategy in the competition IP operation is far from enough. However, the current academic research on the running mode of sports events, the main body of consumption, and the application of IP marketing strategy of sports events have not attracted much attention. Therefore, this paper uses literature, Baidu encyclopedia, expert interviews, etc. Inductive analysis, case analysis and other research methods, in the context of the rapid development of Internet technology, the application of integrated marketing strategy in the IP operation of sports events is taken as the research object. On the basis of comparing the similarities and differences between the integrated marketing strategy and the traditional marketing strategy, this paper discusses the application of the integrated marketing strategy in China's sports competition IP, and analyzes the utility of the integrated marketing strategy in the sports event IP. It is pointed out that the application of integrated marketing strategy in the IP operation of sports events in China is in line with the current development situation of IP in sports events in our country and meets the needs of the times. At the same time, it is pointed out that IP is the premise of successful marketing of sports events, and the transformation of marketing mode from single marketing to organic integration of various marketing forms, And the marketing strategy of sports event IP should be in line with the characteristics of the times. Finally, the paper makes an empirical analysis on the case of "Kunlun decision" and Wuhan Urban coordinate Outdoor directional Challenge. This paper mainly involves sports events, sports events marketing concepts, elements of discrimination; as well as the current situation and problems of the IP operation of sports events in China, focusing on the integrated marketing strategy in the application of sports events IP operation. At the same time, combined with "Kunlun decision" and "Wuhan City coordinate Outdoor orientation Competition", the paper makes an empirical analysis. The purpose is to provide a new research perspective and practical significance for the operation and development of sports IP under the background of the Internet era in China.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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