日本职业足球联赛的媒介战略和营销推广研究  

Research on Media Strategies and Marketing Promotion of Japan Professional Football League

作　　者：苑琳琳[1] 

机构地区：[1]华侨大学体育学院,福建泉州362021

出　　处：《河北体育学院学报》2015年第3期27-30,共4页Journal of Hebei Sport University

摘　　要：在简要介绍日本职业足球市场发展情况的基础上,阐述了日本职业足球联赛的媒介战略、营销模式以及营销策略,认为电视转播为日本职业足球联赛发展提供了契机,欧洲俱乐部的体育运动治理体制和美国职业体育的商业模式的完美结合,形成了适合日本职业足球联赛的营销模式。日本职业足球联赛的媒介战略和营销推广,与国际营销经验、国内政策和国家的理想抱负紧密交织在一起,并在联赛体系与规则、商业模式、足球风格和市场机会等方面,形成了日本社会与文化的本土特点,与欧洲职业足球的发展经历形成了鲜明对比。Based on a brief introduction to the developmental situation of Japanese professional football market, this paper illus- trates the media strategies, marketing mode and strategies, and proposes that television broadcast provides an opportunity for the development of Japan Professional Football League. The perfect combination of sports governance systems in Europe and professional sports club business models in the US has formed the marketing model which is suitable for Japan Professional Foot- ball League. Media strategies and marketing promotion of Japan Professional Football League are closely intertwined with inter- national marketing experiences, domestic policy and national ambitions, and thus formed local uniqueness with Japanese social and cultural characteristics in terms of the league system and rules, business model, football style and market opportunities. And this is a sharp contrast with the developmental experience of professional football in Europe.

关 键 词：日本职业足球联赛 媒介战略 营销推广 电视转播 欧洲足球 商业模式 

分 类 号：G843[文化科学—体育训练]