体育赛事营销模式的解构及启示——以“地表最强12人赛”为例
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摘要
以"地表最强12人赛"为研究对象,对其赛事营销模式进行分析。研究发现:营销模式具有时空结构性,包含赛事名称、宣传海报、开幕式、比赛本身四个组成部分和解说、技术两大支持系统。从外部表征看,比赛本身是赛事营销的核心部分,其他部分通过解说和技术系统的支持叠加在比赛上发挥综合营销效应。从内部逻辑看,符号的生产与运作构成营销成功的内在支撑。此营销模式对于类似运动项目营销的启示是:依托互联网技术,扩大营销的渗透力;广泛挖掘明星运动员资源,提升赛事营销的号召力;注重赛事营销中的符号生产,提升赛事品质。
Taking the competition of the strongest 12 people on the earth as the research object, the paper analyses the marketing mode of the event. It is found that the marketing model has space and time structure, including four components, i.e., event name, publicity poster, opening ceremony, competition and it has two support systems of explanation and technology. From the external representation, the competition itself is the core part of the event marketing, and the other parts play a comprehensive marketing effect through the explanation and the support of the technical system. From the internal logic, the production and operation of symbols constitute the internal support of marketing success. The enlightenment of this marketing model to the marketing of similar sports is to rely on Internet technology and expand the penetration of marketing, widely excavate the resources of star athletes, enhance the appeal of event marketing, pay attention to the symbol production in event marketing and improve the quality of events.
Taking the competition of the strongest 12 people on the earth as the research object, the paper analyses the marketing mode of the event. It is found that the marketing model has space and time structure, including four components, i.e., event name, publicity poster, opening ceremony, competition and it has two support systems of explanation and technology. From the external representation, the competition itself is the core part of the event marketing, and the other parts play a comprehensive marketing effect through the explanation and the support of the technical system. From the internal logic, the production and operation of symbols constitute the internal support of marketing success. The enlightenment of this marketing model to the marketing of similar sports is to rely on Internet technology and expand the penetration of marketing, widely excavate the resources of star athletes, enhance the appeal of event marketing, pay attention to the symbol production in event marketing and improve the quality of events.
引文
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[2] 网易新闻.地表最强12人,刘国梁的乒乓球商业化之路[EB/OL].[2017-03-05].http://news.163.com/17/0305/08/CEOGL1C700018AOR.html.
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[4] 唐枢秀.论电视体育比赛中解说员的现场作用[J].当代电视,2015(7):110-111.
[5] 戚海峰.符号营销[M].上海:上海财经大学出版社,2006:10.
[6] 余志鸿.传播符号学[M].上海:上海交通大学出版社,2007:33.
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[8] 蔡宝家,杜鹃,李顺友.微博时代下我国体育赛事营销刍议[J].南京体育学院学报:社会科学版,2012(5):55-57.
[9] 张春萍.我国体育赛事网络营销问题探讨[J].商业经济研究,2015(25):75-76.
[10] 杨文运,马国强.体育明星的符号学解读[J].体育学刊,2007(8):24-27.
[11] 让·鲍德里亚.消费社会[M].刘成富,译.南京:南京大学出版社,2008:220.
[2] 网易新闻.地表最强12人,刘国梁的乒乓球商业化之路[EB/OL].[2017-03-05].http://news.163.com/17/0305/08/CEOGL1C700018AOR.html.
[3] 新浪体育.刘国梁为国乒第三次创业奔波,不惧不务正业质疑[EB/OL].[2017-01-26].http://sports.sina.com.cn/others/pingpang/2017-01-26/doc-ifxzytnk0063902.shtml.
[4] 唐枢秀.论电视体育比赛中解说员的现场作用[J].当代电视,2015(7):110-111.
[5] 戚海峰.符号营销[M].上海:上海财经大学出版社,2006:10.
[6] 余志鸿.传播符号学[M].上海:上海交通大学出版社,2007:33.
[7] 中商情报网.2016腾讯年报:微信月活跃用户为8.89亿正式超越QQ[EB/OL].[2017-03-23].http://www.askci.com/news/dxf/20170323/11004594038.shtml.
[8] 蔡宝家,杜鹃,李顺友.微博时代下我国体育赛事营销刍议[J].南京体育学院学报:社会科学版,2012(5):55-57.
[9] 张春萍.我国体育赛事网络营销问题探讨[J].商业经济研究,2015(25):75-76.
[10] 杨文运,马国强.体育明星的符号学解读[J].体育学刊,2007(8):24-27.
[11] 让·鲍德里亚.消费社会[M].刘成富,译.南京:南京大学出版社,2008:220.