腾讯篮球赛事营销的SWOT分析与对策研究

SWOT Analysis and Countermeasure Research on the Marketing of the Basketball Game of Tencent

本文旨在探讨腾讯在篮球赛事领域内的体育营销模式,通过采用文献资料法、专家访谈法和逻辑分析法总结出了腾讯现阶段在篮球赛事领域内的体育营销模式——付费模式、广告赞助、泛娱乐化营销、校园营销,并对腾讯的营销策略进行SWOT分析,发现腾讯存在盈利模式单一、赛事转播质量不高、篮球营销链缺失等问题,基于此提出了整合自身优势资源形成整体冲击力、提升赛事转播质量创新赛事转播方式、整合线上线下连接球迷与社群、探寻球迷需求盘活篮球营销链的营销发展对策,以期促进腾讯篮球赛事营销更好的发展。

This article aims to explore Tencent＇s sports marketing model in the field of basketball games. Through the use of literature research methods,expert interviews,and logical analysis methods,etc.,Tencent＇ s current sports marketing model in the field of basketball matches is summarized.,advertising sponsorship,pan-entertainment marketing,campus marketing,and SWOT analysis of Tencent＇s marketing strategy. The study found that Tencent has a single profit model,the quality of the event broadcast is not high,the basketball marketing chain is missing and other issues,based on this article proposed integration Its own resources form an overall impact,enhance the quality of event broadcasts,innovate event broadcast methods,integrate online and offline connections with fans and communities,and explore fans＇ needs to revitalize the marketing strategy of the basketball marketing chain in order to promote better development of the Tencent basketball tournament marketing.