基于新媒体的NBL联赛赛事品牌营销分析  

Brand Marketing Analysis of NBL League Matches Based on New Media

作　　者：梁旭鹏[1] 饶宇杰 LIANG Xupeng;RAO Yujie(School of Physical Education,Chongqing University of Posts and Telecommunications,Chongqing,400065 China)

机构地区：[1]重庆邮电大学体育学院,重庆400065

出　　处：《当代体育科技》2021年第18期248-250,共3页Contemporary Sports Technology

摘　　要：该文利用文献资料、专家访谈、逻辑分析等研究方法,在对NBL联赛现状、NBL赛事品牌营销存在的问题进行剖析的基础之上,对新媒体对NBL联赛赛事品牌营销战略与营销策略进行了研究。该研究提出了有利于提升NBL联赛品牌效应、提升品牌影响力的营销战略与营销策略,即充分利用新媒体平台,以“城市联赛”为市场定位,创新和丰富NBL赛事产品,建立和完善品牌管理组织,实现全员品牌管理;利用新媒体对细分市场实现精准营销,进行引流,扩大受众面;同时,提升新媒体平台上营销交互性,增强消费体验,扩大NBL联赛产品架构,延长联赛价值链等。This article uses literature,expert interviews,logical analysis and other research methods to analyze the current situation of the NBL league and the problems existing in the brand marketing of the NBL tournament.Based on the new media,the NBL league tournament brand marketing strategy and marketing strategy are studied.The research puts forward marketing strategies and marketing strategies that are conducive to enhancing the brand effect of the NBL league and enhancing the brand influence,that is,making full use of the new media platform,taking the"City League"as the market positioning,innovating and enriching NBL competition products,and establishing and improving brand management organize and realize brand management for all employees;using new media to achieve precision marketing in market segments to attract traffic and expand the audience;at the same time,enhancing the marketing interaction on the new media platform,enhancing the consumer experience,expand the NBL league product structure,and extending the league value chain.

关 键 词：新媒体 NBL 赛事品牌 营销 

分 类 号：G80-05[文化科学—运动人体科学]