媒介融合背景下体育产品营销策略分析

Analysis on the marketing strategy of sports products under the background of media convergence

媒介融合背景下,体育产品市场营销迎来了新的发展机遇,也面临着困难和挑战。采用文献资料法、逻辑分析法等研究方法梳理互联网时代体育产品营销发展历程,分析媒介融合背景下体育产品营销的机遇和困境,提出了以科技研发促进体育品牌提升、以线上线下融合促进市场推广、以大体育产业生态促进业务模式创新等优化策略。

Under the background of media convergence,sports product marketing has ushered in new development opportunities,but also faces difficulties and challenges.Using literature review method,logical analysis method and other research methods,this paper reviews the development process of sports product marketing in the Internet era,analyzes the opportunities and difficulties of sports product marketing under the background of media convergence,and puts forward optimization strategies such as promoting sports brands by scientific research and development,promoting market by online and offline integration,and promoting business model innovation with big sports industry ecology.