互联网+商业模式与体育赛事的推广效应作用研究  

Study on the Promotion Effect in Sports Events Affected by Internet Plus Business Model

作　　者：刘文亮 LIU Wen-liang(tianjin tianshi college,tianjin 300000,China)

机构地区：[1]天津天狮学院,天津300000

出　　处：《广州体育学院学报》2018年第6期67-71,共5页Journal of Guangzhou Sport University

基　　金："互联网+"视域下第十三届全运会与天津市体育健康产业协同发展研究;课题编号:16ZLZXZF00360

摘　　要：互联网+商业模式的成长,逐步在体育赛事表演领域展现出了其强大的影响力。随着我国体育文化事业的快速发展,互联网+商业模式在体育赛事推广中的作用仍有待进一步增强。简要梳理互联网+商业模式的核心特征及体育赛事的推广效应,并对互联网+商业模式作用于体育赛事推广中的问题进行了详细的分析,包括体育赛事的项目瓶颈、赛事的举办成本过高、赛事信息资源开发利用的滞后,以及赛事的市场化运作效率低。在此基础上,应将丰富多彩的赛事与多样化的推广模式相结合,充分发挥市场机制在赛事推广中的主导性作用,以受众消费需求为中心、提供全方位的舒适服务,积极培育本土赛事品牌、加大无形资产开发力度,以提升体育赛事的推广效应。The development of Internet plus business model has gradually shown its powerful influence in the field of sports events performance. With the rapid development of sports culture career in China, the role of Internet plus business model in the promotion of sports events remains to be further enhanced. This paper briefly reviews the core features of Internet plus business model and the promotion effect of sports events, and analyzes the problems in detail, such as the bottleneck of sports events project, the high cost of sports events, the lag of development and utilization of information resources, and the low efficiency of market operation. On this basis, in order to elevate the promotion effect of sports events, we should combine the colorful sports events with a variety of promotional models, give full play to the leading role of market mechanism, provide a full range of comfort services focused on consumer demands, cultivate local sports events Brand actively, and develop the intangible assets effectively.

关 键 词：互联网+商业模式 体育赛事 体育赛事品牌 推广效应 

分 类 号：G80[文化科学—运动人体科学]