SOLOMO模式在体育赛事网络营销中的应用研究——以腾讯NBA营销为例  

Application Research of SOLOMO Model in Online Marketing of Sports Events

作　　者：蔡朋龙 陶玉流[1] 李燕领[1] 

机构地区：[1]苏州大学体育学院,江苏苏州215006

出　　处：《体育成人教育学刊》2016年第4期1-6,共6页Journal of Sports Adult Education

基　　金：教育部人文社会科学研究青年基金项目(12YJCZH314)

摘　　要：在阐述SoLoMo模式的概念与特征及其与体育赛事网络营销契合的基础上,以SoLoMo模式为框架分析腾讯NBA营销模式,通过以QQ、微信等社交媒体平台实现线上营销,基于本地化特性的多点整合式营销,手机客户端助力移动化营销,全面整合传播媒介,使腾讯NBA开创了立体化、全方位的营销模式。从营销效果分析来看受众人群增量显著;传播平台与接触渠道多元化;科学细分,精确定位,消费者的需求路径被显化等,并对未来体育赛事网络营销提出了建议。With the research methods of literature study, statistical analysis and content analysis, the paper expatiates on the concept and features of SOLOMO model and analyses the Tencent NBA marketing model in the framework of SOLOMO model based on its integration with online marketing of sports events. The Tencent NBA marketing model conducts the online marketing throng QQ and Wechat and establishes multidimensional marketing model through integrated marketing based on local features, mobile marketing with the help of mobile phone end users and integration of all types of media. The users have increased dramatically and their demands have been scientifically and precisely categorized. The broadcasting platform and channels have become various. The paper also proposes suggestions for future online sports event marketing.

关 键 词：SOLOMO 体育赛事 网络营销 

分 类 号：G229[文化科学]