新质生产力背景下体育市场营销创新研究  

On Innovation of Sports Marketing Under the Background of New Quality Productivity

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

机构地区：[1]哈尔滨学院,黑龙江哈尔滨150086

出　　处：《哈尔滨学院学报》2024年第9期51-54,共4页Journal of Harbin University

摘　　要：文章探讨了在全球化加速发展的信息时代,体育产业如何利用新质生产力,尤其是数字技术进行营销创新转型,以应对市场对多元化与个性化的迫切需求。新质生产力具有创新驱动、信息技术融合等特征,现代体育市场营销正从传统媒介中心化转向数字化、个性化互动策略。应密切关注技术创新、市场细分、公共关系深化等策略研究,以促进体育产业理论与实践创新和持续发展。The article explores how the sports industry can utilize new quality productivity,especially digital technology,for marketing innovation and transformation in the information age of accelerated globalization,in order to meet the urgent market demand for diversification and personalization.New quality productivity has characteristics such as innovation driven and information technology integration.Modern sports marketing is shifting from traditional media centralization to digital and personalized interactive strategies.We should closely monitor strategic research on technological innovation,market segmentation,and deepening public relations to promote theoretical and practical innovation and sustainable development of the sports industry.

关 键 词：新质生产力 体育市场 营销 转型 

分 类 号：F274[经济管理—企业管理] G80-05[经济管理—国民经济]