武汉市篮球城市超级联赛营销模式调查研究

Investigation on Marketing Mode of Wuhan Basketball City Super League

武汉市篮球城市超级联赛是武汉市汉为体育投资管理有限公司自主开发的IP[Intellectual Property的缩写,意为“知识(财产)所有权”]赛事,是武汉地区第一项专业化运作的业余篮球联赛。赛事的营销与开发方面处于初级阶段,营销效果不理想,商业广告权益没有得到完全开发。应从多个角度设计赛事的促销活动和开发传播载体,争取与更多的产品目标顾客(篮球爱好者、赞助商、媒体)对接,从而进行更好的赛事营销。

Wuhan Basketball City Super League is an IP(Intellectual Property)competition independently developed by Wuhan Hanwei Sports Investment Management Co.,Ltd.,which is the first professionalized amateur basketball league in Wuhan.The marketing and development of the competition is in the primary stage,the marketing effect is not ideal,and the commercial advertising rights and interests have not been fully developed.The promotion activities of the competition and the development of communication carriers should be designed from multiple perspectives,so as to strive for the connection with more target customers of the product(basketball fans'sponsor media),so as to conduct better marketing of the competition.