新媒体下CBA品牌传播推广策略研究

发布时间：2018-04-16 16:39

本文选题：新媒体 + 品牌推广　；参考：《上海外国语大学》2017年硕士论文

【摘要】：2008年北京奥运会时期,央视国际网与国际奥委会签订合约,成为2008北京奥运会官方移动互联网转播平台,这是体育产业和整个新媒体结合发展的一个重要里程碑。八年后,2016年11月22日,中篮联(北京)体育有限公司在首都正式挂牌成立,这意味着在体育产业和新媒体结合的基础上,国内大型体育联赛朝着商业化、品牌化迈出了坚实的一步。本文首先对相关概念进行了界定和描述。简述了CBA联赛的诞生背景和发展历程。紧接着的一章阐述了媒体与CBA品牌推广的关系,区分了体育赛事品牌和一般商业品牌的异同之处。接下来,文章介绍了传统媒体背景下CBA赛事品牌推广的状况。对传统媒体下CBA所在的市场环境、其本身的品牌建设,以及品牌的传播沟通策略进行了进一步的分析。总结出了传统媒体环境下CBA品牌推广所存在的四大问题:不能与观众进行很好的互动、品牌信息传递的时效性得不到保证、没有考虑竞争对手的定位、品牌推广缺少情感诉求。最后,本文紧密联系新媒体这一大背景以及CBA品牌传播推广概念,结合前文的分析,对新媒体时代的到来给CBA市场环境和受众主体带来的变化进行了解读。具体分为CBA所在市场内外部环境发生的变化;同时也就未来新媒体与品牌推广进一步结合中可能出现的问题与不足,给出了新媒体背景下CBA品牌商业推广的具体策略并对新媒体下传播推广可能面临的问题给出相信对策:具体策略包括:(1)新媒体与CBA品牌传播的互动与双赢(2)打造更具中国特色的品牌个性;(3)形成更加完善、细致的公关体系;(4)加强新媒体和传统媒体的融合互补。未来推广可能面临的问题包括:新媒体环境下赛事的版权得不到很好的保障;在未来的品牌推广中要注意加强对新闻信息的监督和管理。
[Abstract]:During the 2008 Beijing Olympic Games, CCTV International signed a contract with the IOC to become the official mobile Internet relay platform for the 2008 Beijing Olympic Games, which is an important milestone in the development of the sports industry and the whole new media.Eight years later, on November 22, 2016, the China Basketball Federation (Beijing) Sports Co., Ltd. was officially established in the capital. This means that, on the basis of the combination of the sports industry and new media, the major domestic sports leagues are becoming commercialized.Branding is a solid step forward.This paper first defines and describes the related concepts.The birth background and development course of CBA league are briefly introduced.The next chapter expounds the relationship between media and CBA brand promotion, differentiates the similarities and differences between sports event brand and general commercial brand.Next, the article introduces the CBA competition brand promotion under the traditional media background.The market environment of CBA under traditional media, its own brand construction and brand communication strategy are further analyzed.This paper summarizes the four problems of CBA brand promotion under the traditional media environment: it can not interact well with the audience, the timeliness of brand information transmission can not be guaranteed, the positioning of competitors is not considered, and the brand promotion lacks emotional appeal.Finally, this paper closely relates to the background of new media and the concept of CBA brand communication, combined with the previous analysis, the arrival of the new media era to the CBA market environment and the main body of the changes brought to the interpretation.Specifically divided into the CBA market in the internal and external environment changes, but also on the future of new media and brand promotion in the further integration of possible problems and shortcomings,This paper gives the concrete strategy of CBA brand commercial promotion under the new media background, and gives the believed countermeasure to the possible problem that the new media communication promotion may face: the concrete strategy includes the new media and the CBA brand communication interaction and the win-win 2) build.A brand with more Chinese characteristics has become more perfect.A detailed public relations system 4) to strengthen the integration of new media and traditional media complementary.The problems that the future promotion may face include: the copyright of the competition is not guaranteed well in the new media environment, and attention should be paid to the supervision and management of news information in the future brand promotion.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G841;G206-F

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