全媒体时代体育赛事节目营销策略探析

发布时间：2018-03-17 04:03

本文选题：全媒体　切入点：体育赛事节目　出处：《广州体育学院学报》2017年03期 　论文类型：期刊论文

【摘要】：全媒体时代是传统媒体与新兴媒体传播渠道、在传播理念、营销观念等方面的融合。全媒体时代体育赛事节目营销呈现传统媒体市场依旧稳定,新兴媒体市场潜力巨大,融合发展是其生态传承的时代需求。打造多元整合、融合发展、兼容开放的全媒体平台,形成多渠道、多形态的媒介营销模式,是体育赛事节目营销拓宽营销渠道,开发潜在受众群体,实现优势互补的重要举措。
[Abstract]:The whole media age is the communication channel between the traditional media and the emerging media, which combines the communication idea, marketing concept, etc. In the whole media era, sports event program marketing presents the traditional media market is still stable, and the emerging media market has great potential. Integration and development is the demand of the times of its ecological inheritance. It is necessary to create a multi-integrated, integrated development, compatible and open all-media platform, and form a multi-channel and multi-form media marketing model, which is to broaden the marketing channels of sports events program marketing. Development of potential audience groups, to achieve complementary advantages of the important measures.
【作者单位】：湖南大众传媒职业技术学院;湖南师范大学体育学院;
【基金】：2015年教育部人文社会科学研究项目(编号:15YJA890029)
【分类号】：G206;G80-05

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