摘要
为探析体育粉丝营销策略对促进体育消费的现实意义,该文通过梳理体育粉丝相关概念,总结了当前我国4种主要的体育粉丝营销策略,即体育明星代言、体育跨界资源整合、体育品牌社群化和饥饿营销。并针对当前体育粉丝营销现状提出了3点建议:(1)强化营销理念,提升品牌创新力;(2)注重流量到存量的转化,培养品牌忠诚粉丝;(3)拓展多元销售渠道,完善用户购买体验。
It is of practical significance to analyze the marketing strategy of sports fans for promoting sports consumption.By sorting out the concepts related to sports fans,four major marketing strategies for sports fans in China are summarized:sports star endorsement,sports crossover resource integration,sports brand communization and hunger marketing.In view of the current situation of sports fans marketing,three suggestions are put forward.(1)Strengthen marketing concept and enhance brand innovation;(2)Focus on the flow to stock to transform,cultivate brand loyal fans;(3)Expand diversified sales channels and improve user purchasing experience.
作者
章小甜
王晓芳
ZHANG Xiaotian;WANG Xiaofang(School of Physical Education,Southwest Medical University,Luzhou,Sichuan Province,646000 China)
出处
《当代体育科技》
2022年第12期184-187,共4页
Contemporary Sports Technology
基金
西南医科大学校级科研项目全日制体育硕士专业学位“体医融合导向课程设置研究”(2020TYZD003)
四川省第四批高等学校省级创新创业教育示范课程(31)。
关键词
体育产业
体育消费
体育粉丝
营销策略
Sport industry
Sport consumption
Sports fans
Marketing strategy
