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
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.