O2O营销模式与我国体育产业的有机融合

Effective Integration of O2O Marketing Mode and China's Sports Industry

通过文献综述法、SWOT分析法以及调查法等研究方法,探讨研究O2O与传统电商的区别,并将O2O营销模式下的体育产业模式分为三类:运动社交、预约场馆及教练员、预约课程,最后采用SWOT分析法对O2O体育产业发展的优势、劣势、机遇和挑战进行了深度分析,并为体育与O2O模式的有机融合提出优化策略:提高线下服务体验质量、加强政府监管水平、增加体育与其他行业的合作与融合,旨在通过体育O2O模式推动我国体育产业的快速稳步前行,为互联网快速发展的时代下中国体育产业的兴起提供理论依据。

Through the methods of literature review, SWOT analysis and investigation, this paper explores the differences between O2O and traditional e-commerce, and divides the sports industry under O2O marketing model into 3 categories: sports socialization, booking venues and coaches, and booking courses. SWOT analysis method is used to analyze the advantages, disadvantages, opportunities and challenges of the development of the sports industry of O2O. And put forward optimization strategies for the effective integration of sports and O2O model, such as improving the quality of offline service experience, strengthening the level of government supervision, and increasing the cooperation and integration between sports and other industries, which aims to promote the rapid and steady progress of sports industry in China through sports O2O model, and provide theoretical basis for the rise of China's sports industry in the era of rapid development of the Internet.