营销3.0环境下快消品行业体育营销策略研究
发布时间：2018-09-09 19:46
【摘要】：营销3.0时代的到来,给企业的营销环境带来了许多新特征。社会化媒体的发展、移动终端的普及以及互联网成本的降低使得社会进入参与化时代。在新的营销环境下,消费者变被动为主动,从信息的被动接受者变为信息的互动者和传播者,消费者与消费者之间的横向传播已经成为信息传播的重要方向。同时,随着经济的发展以及物质生活水平不断提高,人们对于身体健康和体育锻炼的热情也不断提高。快消品行业的消费者基础分布较广,随着人民大众对于体育热情的不断提升,快消品企业应该借势而上,进行体育营销。目前,我国也有许多企业在进行体育营销,但大多数企业仍然停留在传统的体育营销模式中,单纯依托单一形式和传统媒体进行体育营销,无法发挥新营销环境下体育营销的最大价值。企业要想在新时代下发挥体育营销的最大作用,必须顺应互联网不断发展所带来的媒体环境以及消费者行为习惯的不断变化,整合企业内外部资源,运用各种可行方式,开展体育营销。在策略方面,快消品企业应该根据体育营销项目调整企业的4P组合策略。在产品策略方面,企业应该结合自己正在进行的体育营销项目调整自己的产品组合和定位,推出新产品或将原有产品在质量、包装等方面进行升级。在定价策略上,根据企业产品定位的调整、新产品推出以及产品升级等方面,进行产品价格的制定和调整。在促销策略方面,首先,要注重体育营销广告的投入。广告是企业进行体育营销重要手段之一,能够展现企业体育营销的核心理念和价要值观,扩大企业体育营销的影响力。值得注意的是,企业应该顺应媒体环境和消费者媒体使用习惯的变化,加大互联网广告的投入。其次,企业也应该将销售促进策略结合体育营销进行创新和调整。在渠道策略,企业应该借助体育营销的影响力进行渠道的扩充。同时,应该向渠道合作伙伴进行体育营销,以使其成为企业体育营销的践行者。在新的营销环境下,企业除了需要在4P组合策略方面进行调整外,还需要借助微博、微信、人人网、微电影等新媒体手段对企业的体育营销活动进行宣传和推广,并积极与消费者进行互动,吸引其参与并促成体育营销信息在消费者中的横向传播。在利用微营销进行体育营销时,企业应该以情感营销和互动活动主要手段,通过对企业价值观的传递引发消费者的共鸣,实现消费者对于企业品牌的口碑传播。同时,企业应该建立相应的预算制定和效果评估机制,以确保对企业体育营销的有序进行和有效反馈。在营销3.0时代快消品企业进行体育营销时必须要以对消费者进行价值观营销为导向,创新体育营销模式,整合企业内外部可用资源,运用合适的体育营销形式,以发挥体育营销的最大作用,在消费者心目中树立与体育精神相契合的品牌形象。
[Abstract]:The arrival of the marketing 3.0 era has brought many new features to the marketing environment of enterprises. The development of social media, the popularity of mobile terminals and the reduction of Internet cost make the society enter the era of participation. In the new marketing environment, consumers become passive to active, from passive receiver of information to interactive and communicator of information. The horizontal communication between consumers and consumers has become an important direction of information communication. At the same time, with the development of economy and the improvement of material life, people's enthusiasm for physical health and physical exercise is also increasing. The consumer base of fast consumer goods industry is widely distributed. With the continuous improvement of the people's enthusiasm for sports, fast consumer goods enterprises should seize the opportunity to carry out sports marketing. At present, there are many enterprises in our country in sports marketing, but most enterprises still stay in the traditional sports marketing mode, relying solely on a single form and traditional media to carry out sports marketing. Unable to exert the maximum value of sports marketing under the new marketing environment. If enterprises want to play the greatest role in sports marketing in the new era, they must adapt to the media environment brought by the continuous development of the Internet and the changing behavior habits of consumers, integrate the internal and external resources of enterprises, and make use of various feasible ways. Carry out sports marketing. In terms of strategy, fast product enterprises should adjust their 4 P combination strategy according to sports marketing items. In terms of product strategy, enterprises should adjust their product combination and positioning according to their ongoing sports marketing projects, introduce new products or upgrade the original products in terms of quality, packaging, etc. In the pricing strategy, according to the adjustment of enterprise product positioning, new product launch and product upgrade, the product price is formulated and adjusted. In the promotion strategy aspect, first, should pay attention to the sports marketing advertisement input. Advertising is one of the important means for enterprises to carry out sports marketing, which can show the core idea of enterprise sports marketing and the view of price and value, and expand the influence of enterprise sports marketing. It is worth noting that enterprises should adapt to changes in media environment and consumer media usage habits and increase investment in Internet advertising. Secondly, enterprises should combine sales promotion strategy with sports marketing to innovate and adjust. In the channel strategy, the enterprise should make use of the influence of sports marketing to expand the channel. At the same time, sports marketing should be carried out to channel partners in order to make them practitioners of enterprise sports marketing. In the new marketing environment, in addition to adjusting the 4P combination strategy, enterprises also need to use new media means such as Weibo, WeChat, Renren, micro-film and other new media means to publicize and promote the sports marketing activities of enterprises. And actively interact with consumers to attract their participation and promote the horizontal dissemination of sports marketing information among consumers. In the use of micro-marketing sports marketing, enterprises should use emotional marketing and interactive activities, through the transmission of corporate values to arouse consumer resonance, to achieve consumer brand word of mouth dissemination. At the same time, the enterprise should establish the corresponding budget formulation and effect evaluation mechanism to ensure the orderly and effective feedback to the enterprise sports marketing. In the era of marketing 3.0, we must take the value marketing of consumers as the guide, innovate the mode of sports marketing, integrate the available resources inside and outside the enterprise, and use the appropriate sports marketing form. In order to give play to the greatest role of sports marketing, in the eyes of consumers to establish a brand image in line with the spirit of sports.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
[Abstract]:The arrival of the marketing 3.0 era has brought many new features to the marketing environment of enterprises. The development of social media, the popularity of mobile terminals and the reduction of Internet cost make the society enter the era of participation. In the new marketing environment, consumers become passive to active, from passive receiver of information to interactive and communicator of information. The horizontal communication between consumers and consumers has become an important direction of information communication. At the same time, with the development of economy and the improvement of material life, people's enthusiasm for physical health and physical exercise is also increasing. The consumer base of fast consumer goods industry is widely distributed. With the continuous improvement of the people's enthusiasm for sports, fast consumer goods enterprises should seize the opportunity to carry out sports marketing. At present, there are many enterprises in our country in sports marketing, but most enterprises still stay in the traditional sports marketing mode, relying solely on a single form and traditional media to carry out sports marketing. Unable to exert the maximum value of sports marketing under the new marketing environment. If enterprises want to play the greatest role in sports marketing in the new era, they must adapt to the media environment brought by the continuous development of the Internet and the changing behavior habits of consumers, integrate the internal and external resources of enterprises, and make use of various feasible ways. Carry out sports marketing. In terms of strategy, fast product enterprises should adjust their 4 P combination strategy according to sports marketing items. In terms of product strategy, enterprises should adjust their product combination and positioning according to their ongoing sports marketing projects, introduce new products or upgrade the original products in terms of quality, packaging, etc. In the pricing strategy, according to the adjustment of enterprise product positioning, new product launch and product upgrade, the product price is formulated and adjusted. In the promotion strategy aspect, first, should pay attention to the sports marketing advertisement input. Advertising is one of the important means for enterprises to carry out sports marketing, which can show the core idea of enterprise sports marketing and the view of price and value, and expand the influence of enterprise sports marketing. It is worth noting that enterprises should adapt to changes in media environment and consumer media usage habits and increase investment in Internet advertising. Secondly, enterprises should combine sales promotion strategy with sports marketing to innovate and adjust. In the channel strategy, the enterprise should make use of the influence of sports marketing to expand the channel. At the same time, sports marketing should be carried out to channel partners in order to make them practitioners of enterprise sports marketing. In the new marketing environment, in addition to adjusting the 4P combination strategy, enterprises also need to use new media means such as Weibo, WeChat, Renren, micro-film and other new media means to publicize and promote the sports marketing activities of enterprises. And actively interact with consumers to attract their participation and promote the horizontal dissemination of sports marketing information among consumers. In the use of micro-marketing sports marketing, enterprises should use emotional marketing and interactive activities, through the transmission of corporate values to arouse consumer resonance, to achieve consumer brand word of mouth dissemination. At the same time, the enterprise should establish the corresponding budget formulation and effect evaluation mechanism to ensure the orderly and effective feedback to the enterprise sports marketing. In the era of marketing 3.0, we must take the value marketing of consumers as the guide, innovate the mode of sports marketing, integrate the available resources inside and outside the enterprise, and use the appropriate sports marketing form. In order to give play to the greatest role of sports marketing, in the eyes of consumers to establish a brand image in line with the spirit of sports.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
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