大数据视域下我国体育产品营销模式研究

发布时间：2019-01-12 18:41

【摘要】：大数据时代,世界是被“数据”驱动的。随着周围的事物慢慢都被“量化”,我们渐渐发现世界的本质可能就是信息。而由于人们的生活水平不断提高,体育也慢慢成为时代的主题之一。人们对于体育的需求不断增加,这就需要对体育产品进行营销来满足日益增加的体育需求。在传统的体育产品营销过程中,还是以围绕营销者的“市场营销观念”来进行体育产品营销的,缺乏对体育消费者需求的深入了解,营销显得“动力”不足。新的时代背景下,通过“大数据”对体育消费者需求的深入挖掘,围绕体育消费者的“客户观念”进行的营销方式成为了可能。“数据”将会改变体育产品的营销模式。本文就以大数据为时代背景,从营销学的视角,为促进我国体育产业的发展,构建了一套较为完整的“数据”驱动型体育产品营销模式。该模式以定制体育消费者“个性化”产品及服务为目标,以“数据”人才发展为中心,将体育消费需求的满足程度作为衡量标准,使“数据”成为市场营销的核心驱动力。该模式将有利于促进我国体育产品的交换,并且有利于满足群众日益增长的体育需求。主要结论如下:1、“数据”驱动型体育产品营销模式构建,通过运用系统动力学将“数据”作为驱动力,改变体育产品的营销模式;2、“数据”驱动型营销模式是指,为了更好地让买卖双方进行产品交换,一切营销活动均由“数据”来驱动,而这一系列由“数据”驱动的营销活动的整合,就叫“数据”驱动型营销模式;3、“数据”驱动型体育产品营销模式中,“数据”作为驱动力,驱动着体育产品市场分析、体育产品目标市场定位、体育产品营销组合以及体育产品市场管理活动;4、“数据”驱动型体育产品营销模式与传统营销模式相比,更加注重体育消费者“个性化”的私人定制,更加有效地促进体育产品的交换;5、“数据”驱动型营销模式的运行机制的核心是“数据”人才的发展,通过人才发展促进技术创新、协同管理以及保障“数据”的安全;6、“数据”驱动型营销模式的评价机制的核心是对“体育消费者需求满意度”的评价,评价是为了更好的对新营销模式进行管理;7、以体育消费者需求满意度评价为核心的评价体系包括了对体育产品的数据营销整体效果、体育健康、体育意识以及满意度进行评价。
[Abstract]:In big data's time, the world was driven by data. As things around us are slowly quantified, we gradually discover that the nature of the world may be information. As people's living standards improve, sports gradually become one of the themes of the times. The demand for sports is increasing, which requires the marketing of sports products to meet the increasing demand for sports. In the traditional marketing process of sports products, the marketing of sports products is still carried out around the marketers'"marketing concept", which lacks the in-depth understanding of the needs of sports consumers, and the marketing appears to be "powerless". Under the background of the new era, the marketing method around the sports consumers'"customer concept" has become possible through the further excavation of "big data" to the sports consumers' demand. Data will change the marketing model of sports products. This paper takes big data as the background of the times, from the angle of marketing, in order to promote the development of our country's sports industry, has constructed a set of relatively complete "data" driving sports product marketing pattern. The model takes customized sports consumers'"individualized" products and services as the goal, takes "data" talent development as the center, regards the satisfaction degree of sports consumption demand as the measure standard, and makes "data" the core driving force of marketing. This model will help to promote the exchange of sports products and meet the increasing sports needs of the masses. The main conclusions are as follows: 1. Constructing the marketing model of sports products driven by "data", changing the marketing mode of sports products by using "data" as the driving force; 2. The "data"-driven marketing model refers to the integration of a series of "data"-driven marketing activities to better enable buyers and sellers to exchange products It is called "data" driven marketing mode; 3. In the model of "data" driven sports product marketing, "data" is the driving force, which drives sports product market analysis, sports product target market positioning, sports product marketing mix and sports product market management activities. (4) compared with the traditional marketing mode, the "data-driven" sports product marketing model pays more attention to the "individualized" private customization of sports consumers, and promotes the exchange of sports products more effectively; 5. The core of the operation mechanism of data-driven marketing mode is the development of "data" talents, which can promote technological innovation, coordinate management and ensure the safety of "data" through the development of talents. 6. The core of the evaluation mechanism of "data" driven marketing model is the evaluation of "satisfaction degree of sports consumers' demand", and the evaluation is to better manage the new marketing model. 7. The evaluation system based on the satisfaction evaluation of sports consumers' demand includes the evaluation of the overall effect of data marketing of sports products, sports health, sports consciousness and satisfaction.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G80-05

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