媒介融合背景下体育产品营销策略分析  

Analysis on the marketing strategy of sports products under the background of media convergence

作　　者：蒋昊[1] 高云龙 胡吴进[1] JIANG Hao;GAO Yun-long;HU Wu-jin(East China University of Technology,Nanchang,Jiangxi 330013;Jiangxi Provincial Institute of Development and Reform Research,Nanchang,Jiangxi 330036)

机构地区：[1]东华理工大学体育学院,江西南昌330013 [2]江西省发展改革研究院,江西南昌330036

出　　处：《价格月刊》2020年第10期46-50,共5页

基　　金：江西省教育科学“十三五”规划项目2020年度课题“价值认同视域下高校体育育人协同机制研究”(编号:20YB072)。

摘　　要：媒介融合背景下,体育产品市场营销迎来了新的发展机遇,也面临着困难和挑战。采用文献资料法、逻辑分析法等研究方法梳理互联网时代体育产品营销发展历程,分析媒介融合背景下体育产品营销的机遇和困境,提出了以科技研发促进体育品牌提升、以线上线下融合促进市场推广、以大体育产业生态促进业务模式创新等优化策略。Under the background of media convergence,sports product marketing has ushered in new development opportunities,but also faces difficulties and challenges.Using literature review method,logical analysis method and other research methods,this paper reviews the development process of sports product marketing in the Internet era,analyzes the opportunities and difficulties of sports product marketing under the background of media convergence,and puts forward optimization strategies such as promoting sports brands by scientific research and development,promoting market by online and offline integration,and promoting business model innovation with big sports industry ecology.

关 键 词：媒介融合 体育产品 营销策略 

分 类 号：F713.56[经济管理—市场营销]