NFL“超级碗”赛事传播营销策略及启示
|
摘要
采用文献资料法等对NFL"超级碗"赛事的传播营销策略进行分析,研究认为NFL"超级碗"赛事传播营销策略的成功之处在于:明确市场定位,准确把握转播权市场;积极应对危机,大力发展新型媒体;吸引广告大咖,搭建顶级营销平台;在"泛娱乐模式下",文艺表演与科技等多种元素的融合;注重基层营销,巧用超级明星效应。启示:认清赛事特点,选择合适的传播营销渠道;抓住媒体改革浪潮,开拓数字传媒市场;借鉴"泛娱乐模式",注重赛事表现形式;明确项目定位与目标群体,把握受众心理。
In this paper, the marketing strategy of NFL Super Bowl Competition is analyzed by means of literature reviews, and the success of NFL Super Bowl marketing communication strategy is as follows: Clear market positioning and accurately grasp the right to relay market; Actively respond to crisis and develop new media vigorously; Attract large advertisers and to create the top marketing platform; The integration of various elements such as art performance and science and technology in "Pan-entertainment mode"; Pay attention to basic marketing and use superstar effect. Therefore, based on the development of sports events in China, this paper puts forward some inspirations for the development of marketing communication strategy in China: Recognize the characteristics of the events and select the appropriate marketing channels; Seize the wave of media reform and develop the digital media market; Draw on the "Pan-entertainment model" and pay attention to the form of events; Clear projects group positioning and grasp the psychology of the audience.
In this paper, the marketing strategy of NFL Super Bowl Competition is analyzed by means of literature reviews, and the success of NFL Super Bowl marketing communication strategy is as follows: Clear market positioning and accurately grasp the right to relay market; Actively respond to crisis and develop new media vigorously; Attract large advertisers and to create the top marketing platform; The integration of various elements such as art performance and science and technology in "Pan-entertainment mode"; Pay attention to basic marketing and use superstar effect. Therefore, based on the development of sports events in China, this paper puts forward some inspirations for the development of marketing communication strategy in China: Recognize the characteristics of the events and select the appropriate marketing channels; Seize the wave of media reform and develop the digital media market; Draw on the "Pan-entertainment model" and pay attention to the form of events; Clear projects group positioning and grasp the psychology of the audience.
引文
[1]邝鑫,徐剑.NFL“超级碗”赛事发展特征及启示[J].体育文化导刊,2018(1):73-76.
[2]Donews.“超级碗”背后原来有这么多高科技[EB/OL].http://www.chinaz.com/manage/2017/0208/653898.shtml.
[3]WEsport微动体育.寒冷对2018超级碗(Super Bowl)的经济影响[EB/OL].https://www.toutiao.com/i6523406760777089550/.
[4]懒熊体育.第52届“超级碗”电视收视人数下滑,流媒体直播创新高[EB/OL].http://sports.eastday.com/a/180206110048050000000.html.
[5]邢华.文化创意产业价值链整合及其发展路径探析[J].经济管理,2009(2):37-41.
[6]徐中秋,徐艳,刘松霞.啦啦队的历史沿革综述[J].体育科技文献通报,2007(1):3-4,21.
[7]BRAD R.Humphreys,Jane E.Ruseski.Industrial scale in the United States[J].The business of Sports,2012(1):6.
[8]方舒桦.中国网络文学IP剧发展现状研究[D].杭州:浙江工业大学,2016.
[2]Donews.“超级碗”背后原来有这么多高科技[EB/OL].http://www.chinaz.com/manage/2017/0208/653898.shtml.
[3]WEsport微动体育.寒冷对2018超级碗(Super Bowl)的经济影响[EB/OL].https://www.toutiao.com/i6523406760777089550/.
[4]懒熊体育.第52届“超级碗”电视收视人数下滑,流媒体直播创新高[EB/OL].http://sports.eastday.com/a/180206110048050000000.html.
[5]邢华.文化创意产业价值链整合及其发展路径探析[J].经济管理,2009(2):37-41.
[6]徐中秋,徐艳,刘松霞.啦啦队的历史沿革综述[J].体育科技文献通报,2007(1):3-4,21.
[7]BRAD R.Humphreys,Jane E.Ruseski.Industrial scale in the United States[J].The business of Sports,2012(1):6.
[8]方舒桦.中国网络文学IP剧发展现状研究[D].杭州:浙江工业大学,2016.