品牌自创体育赛事IP的现状、问题与路径研究

Research on the current situation,problems and paths of brand self-created sports event IP

体育产业正处于发展的黄金时代,作为体育产业链的核心所在,体育赛事的发展值得关注,自创自营体育赛事IP成为诸多品牌布局体育赛事的首选。研究发现,自创体育赛事IP吸引巨大,各大品牌纷纷入局;赛事参与人数逐年攀升,赛事举办城市范围更加广泛;赛事组织管理模式逐渐丰富化,参赛者群体多样化。但在品牌自创体育赛事IP的过程中,也存在赛事知名度低,消费者缺乏粘性、同质化竞争严重,品牌推广乏力、商业化模式单一,品牌盈利困难等诸多问题。对此,针对性提出相应策略:依托明星效应,提高赛事知名度、培育忠实消费者群体;以特色品牌产品及服务为媒介,大力进行品牌推广;广泛开展商业合作,力求实现利益最大化。

The sports industry is in the golden age of development,as the core of the sports industry chain,the development of sports event is also very remarkable,self-created sports event IP has become the first choice for many brands to deploy sports events.It is found that the IP of self-created sports events is very attractive,and all major brands enter the game one after another.The number of participants is increasing year by year,and the range of cities hosting the event is more extensive.The organization and management mode of the event has been enriched year by year,and the participating groups have diversified.But in the process of brand own sports IP,there is also a low profile,consumers lack of viscosity,the serious homogeneity competition,lack of power branding,a single commercial mode,brand profit difficult problems.For these,targetedly proposed relying on the star effect to increase the visibility of the event and cultivate a loyal consumer group;use characteristic brand products and services as the medium to vigorously promote the brand;conduct extensive business cooperation and strive to maximize benefits and other strategies.