媒体经营的有效手段:挖掘体育产业的注意力资源/An effective measure of media management :exploiting atte

2018-10-03 13:48:54

marketing media 体育 sport 媒体



在媒体的产业化日益深入的今天,媒体经营无论在寻求市场利益点上还是付诸的手段上都越来越大胆和灵活,它使媒体焕发出巨大的活力。
体育营销就是这样的一个优质的市场利益点,是媒体经营的一种有效手段。它指的是“把营销原理和过程专门运用到体育产品和那些借助于体育来营销的非体育产品上。” 在本文中,媒体将作为这个“非体育产品”来谋略体育所能给予的利益,这种推助是全方面的,贯穿媒体的内容经营、广告经营、品牌经营、多种经营等各个领域。
本文从一般意义上的体育营销的概念和长处出发,再结合媒体的具体运作,来探讨媒体实施体育营销的特殊优势和各种形式。最后,再聚焦在媒体经营的三个层面——内容、品牌、经济利润,对媒体实施体育营销战略进行理论梳理,并尝试对其中遇到的问题和现象给出自己的评价,希望对今后的实践有所助益。
媒体和体育共生双赢的关系虽然很早以来就成为人们的共识,但媒体有意识地利用体育来推广自身的经营行为、甚至作为发展的突破口却是近些年的事,还要看到,体育和媒体一样,也在从原来的典型事业单位性质向产业化方向发展,双方的携手注定充满了磕磕绊绊。相较一般企业,媒体实施体育营销的总体实践并不成熟,但毕竟大幕已经打开,充满活力的媒体营销者已站在了这舞台上。




As the industrialization of media going further, the management of media is becoming more and more audacious and agile in terms of looking for market profit point and measures. Management has changed the look of the media and made them energetic.
Sport is such an excellent profit point, and it is also an effective measure of management of media.
Sport marketing means applying marketing principles to sports products and non-sports products that resort to sport. In this paper, the media is just the non-sports product. The profits that sport marketing can offer extend all the fields of management, like management of content, advertising, branding and etc.
This paper begins with the concept and strong points of sport marketing as general. And then it discusses the special strong points and means when the media implement sport marketing stratagem. In the end, this paper goes back to the three fields of management of media: content, branding, profits, reviewing the relative theories and trying to give my answer to the existent problems and phenomena.
Although people realized the win-win relations between the media and sports for a long time ago, it’s just within a few years that the media has begun to marketing themselves consciously in virtue of sports. And a fact we have to know that sports and the media are both transforming from pure institution to industry, so co-operation between the two will not go with a swing. Comparing corporations, the practice of media implementing sport marketing is not mature yet, but the curtain has risenand the pioneering marketers is on the stage.