新媒体时代我国大型体育赛事营销策略研究

Large-scale Sports Event Marketing Strategy in New Media

互联网时代的体育产业发生了根本性变革,以互联网和数字化技术为基础的新媒体在大型体育赛事中的应用也越来越引人关注。在新媒体时代的大型体育赛事营销中出现了过度商业化、新媒体版权侵害、信息监管不足和复合型人才缺失等诸多问题。要实现新媒体时代体育赛事营销的可持续发展,应该从加强信息监管力度和版权保护力度、建立人才培养体系、开阔体育赛事整合营销视野等方面着手,实现新媒体与体育赛事的互动双赢。

The sports industry has fundamental change in the information age, and the application of new media based on internet and digital technology has attracted more and more attention in large-scale sports events. There were many problems in the large-scale sports event marketing, such as excessive commercialization, infringement of new media copyright, and lack of information supervision and compound talents in the new media. In order to achieve sustainable development of sports marketing, it should start from several aspects, such as strengthening the information supervision and copyright protection, establishing personnel training system and widen sports marketing vision, to achieve mutual benefit and win-win cooperation between new media and sports event.