广东省男子篮球联赛媒体推广策略研究

发布时间：2018-03-21 16:45

本文选题：篮球　切入点：媒体推广　出处：《广州体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：广东省男子篮球联赛是我国第一个省级业余篮球联赛,作为广东省的品牌业余赛事,被列入广东省体育产业发展纲要。本文采用文献研究法、专家访谈法、实地考察法、内容分析法、案例研究和比较分析法,以广东省男子篮球联赛的媒体推广策略为研究对象,在传播学理论“5W”模式的基础上,结合“4Ps”营销学理论,深入挖掘广东省男子篮球联赛的推广策略。经研究发现,广东省篮球协会以广东省联赛的赛事特征,以及组织运营省联赛的经费状况为依据,来制定广东省男子篮球联赛的媒体推广策略。首先,联赛推广目标的设定,其推广阶段主要分为三步,第一步,联赛作为“产品”推广,传播赛事的规模、性质、意义等,在初创阶段,让社会知晓,这个目标在前两个赛季已经成功实现;第二步,广东省联赛作为“品牌”推广,在第一步的基础上,推广重点从赛事本身过度到推广参与赛事的人,以“人”为本,包括,教练、球员、工作人员等,例如“本土球王”等;第三步,借助媒体推广来进一步提升广东省联赛的社会效应,作为管办分离的尝试,以及获取更大的经济效益。为实现其设定的推广目标,省篮协制定了详尽的推广计划,第一,依据联赛特色,“本土”、“业余”等联赛性质做推广;第二,精分受众分别设定推广策略,省联赛主要面对球迷、赞助商、球队三类群体;第三,区别媒体类型,对于不同性质媒体,设定不同的媒体合作模式、服务方式、传播途径;第四,及时收集媒体报道资料,回馈赞助商,累计传播效应,为下一届招商积累砝码。研究建议,广东省男子篮球联赛进一步的发展,其所有权归属,是目前急需厘清的瓶颈,防止出现把蛋糕做大做好以后却不归你卖的情况。进一步拓展商业合作渠道,创新商业合作模式。增强媒体报道的主动性及积极性,增强报道省联赛的积极性,发掘省联赛的新闻价值,提高广东省男子篮球联赛的影响力。广东省男子篮球联赛联赛是我国第一个业余省级联赛,其媒体推广策略对我国的篮球事业,以及其它体育事业的发展有着重要的借鉴意义。
[Abstract]:Guangdong Men's Basketball League is the first provincial amateur basketball league in China. As a brand amateur tournament in Guangdong Province, it is listed in the outline of the development of Guangdong sports industry. Content analysis, case study and comparative analysis, taking the media promotion strategy of Guangdong men's basketball league as the research object, combining with the "4Ps" marketing theory on the basis of the "5W" mode of communication theory, Dig deeply into the promotion strategy of the Guangdong Men's Basketball League. Through the study, it is found that the Guangdong Basketball Association is based on the characteristics of the Guangdong league matches and the financial situation of organizing and operating the provincial leagues. To formulate the media promotion strategy of the Guangdong Men's Basketball League. First, the promotion goal of the league is set, and the promotion stage is mainly divided into three steps. The first stage is the promotion of the league as a "product", and the scale, nature and significance of the dissemination of the tournament. In the initial stage, let the community know that this goal has been successfully achieved in the first two seasons; second, the Guangdong Province League as a "brand" promotion, on the basis of the first step, the focus of the promotion from the event itself to the promotion of participants in the event, Taking "people" as the basis, including coaches, players, staff, and so on, such as the "local football champion," and so on; the third step is to further enhance the social effects of the Guangdong league matches by means of media promotion, as an attempt to separate the management offices. And to achieve greater economic benefits. In order to achieve the goals set by the Provincial Basketball Association, the Provincial Basketball Association has formulated a detailed promotion plan. First, according to the characteristics of the league, "local", "amateur" and other league characteristics to promote; second, The provincial league mainly faces three groups: fans, sponsors and teams; thirdly, different media types, for different media, different media cooperation mode, service mode, communication way; In 4th, timely collection of media reports, feedback to sponsors, cumulative dissemination of effects, accumulation of weight for the next session of investment. The study suggests that the further development of the Guangdong Men's Basketball League, its ownership ownership, is the bottleneck that needs to be clarified at present. To prevent the situation that you will not sell the cake after you have made it bigger. Further expand the channels of business cooperation, innovate the business cooperation model, increase the initiative and enthusiasm of media reporting, and enhance the enthusiasm of reporting provincial league matches. Explore the news value of provincial league and improve the influence of Guangdong men's basketball league. Guangdong men's basketball league is the first amateur provincial league in China. And other sports development has important reference significance.
【学位授予单位】：广州体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G841

【参考文献】