增进数字化技术在体育赛事营销中的作用效果分析  

Analysis on the Effect of Digital Technology in Sports Marketing

作　　者：韩朝阳 HAN Zhaoyang(School of Physical Education,Shandong University,Jinan Shandong,250061)

机构地区：[1]山东大学体育学院,山东济南250061

出　　处：《湖北体育科技》2021年第7期593-597,共5页Hubei Sports Science

基　　金：山东省社科规划项目(19DTYJ03)成果。

摘　　要：运用文献资料法和逻辑分析法,以数字技术在体育赛事营销中的作用效果为基础,发现体育赛事数字化营销有平台便利性,产品虚拟化、个性化、连续化,市场可视化,消费者单方面主动性四大特征。进展包括营销内容由统一化向定制化和个性化发展、营销方式由单一化向多元化发展、营销模式由线下向线上发展。目前,存在赛事媒体版权无序竞争加剧、赛事营销和数字技术融合不充分、数字化技术助力赛事IP效果不显著、线上营销用户信任度和参与感不强等问题。提升路径包括加强市场监管,保护知识产权;整合多方资源,建立合作机制;融合营销场景,打造动态化内容平台;深入开发赛事IP,打造完整产业链;培养专业复合型人才,发挥人才优势等。Using the literature and logical analysis method,based on the effect of the role of digital technology in sports event marketing,it is found that digital marketing of sports events has four major characteristics,platform convenience,product virtualization,personalization and continuity,market visualization,and unilateral consumer initiative.The progress includes the development of marketing content from uniformity to customization and personalization,the methods from singularity to diversification,and the mode from offline to online.At present,there are problems such as increasing disorderly competition of event media copyright,insufficient integration of event marketing and digital technology,insignificant effect of digital technology to help event IP,and weak trust and participation of online marketing users.The improvement path includes strengthening market supervision and protecting intellectual property rights,integrating multiple resources and establishing cooperation mechanisms,integrating marketing scenarios and creating dynamic content platforms,deeply developing event IP and creating a complete industry chain,and cultivating professional composite talents and giving full play to talent advantages.

关 键 词：数字化技术 体育赛事 作用效果 提升路径 

分 类 号：G812[文化科学—体育学]