4V营销理论视角下乡村体育赛事直播模式构建研究  

Research on the Construction of Live Broadcasting Mode of Rural Sports Events Under the Perspective of 4V Marketing Theory

作　　者：谷润 GU Run(Harbin University,Harbin,Heilongjiang Province,150086 China)

机构地区：[1]哈尔滨学院,黑龙江哈尔滨150086

出　　处：《当代体育科技》2024年第23期100-104,共5页Contemporary Sports Technology

摘　　要：该研究旨在从4V营销理论的视角,深入探讨乡村体育赛事直播模式的构建与优化策略,以期解决当前直播中存在的资源集中、模式单一、分发受限及互动匮乏等问题。通过文献综述与案例分析法,明确乡村体育赛事直播中,差异化、功能化、附加价值及共鸣与直播表现、直播内容、用户收益以及社会认同方面的关联性。针对此,提出挖掘文化与赛事特色的直播差异化策略、创新内容集成信息服务的功能化设计策略、增加互动体验与途径商业变现的附加价值创造策略、进行情感营销与社群建设的共鸣策略。The purpose of this paper is to explore the construction and optimization strategies of the live broadcasting mode of rural sports events from the perspective of 4V Marketing theory,in order to solve the problems of resource concentration,single mode,restricted distribution and lack of interaction that exist in the current live broadcasting.Through Literature Review and Case Analysis,the relevance of differentiation,functionality,added value and resonance in live broadcasting of rural sports events in terms of live broadcasting performance,live broadcasting content,user benefits and social identity are clarified.In this regard,it proposes differentiated strategies for live broadcasting of rural sports events that explores the cultural and event characteristics,functional design strategies that innovate the content and integrates the information service,strategies for creating added value through increased interactive experiences and commercial monetization channels,resonance strategies for emotional marketing and community construction.

关 键 词：4V营销理论 乡村体育赛事 直播模式 赛事营销 

分 类 号：G812[文化科学—体育学]