探讨电子商务经济背景下大型体育赛事对体育消费的影响,发现在此背景下大型体育赛事拓宽了体育消费市场、促进了体育消费方式的多元化、提升了体育消费体验、推动了体育产业发展的积极影响;但也存在消费倾向集中,资源配置失衡、价格波...探讨电子商务经济背景下大型体育赛事对体育消费的影响,发现在此背景下大型体育赛事拓宽了体育消费市场、促进了体育消费方式的多元化、提升了体育消费体验、推动了体育产业发展的积极影响;但也存在消费倾向集中,资源配置失衡、价格波动频繁,假冒伪劣频现、市场投机盛行,隐性泡沫潜藏、文化交流差异,价值观念冲突的消极影响。从情感、赛事及平台方面分析其影响的机制发现可以分为流量激增促使商人逐利心理引发资源配置失衡与假冒伪劣产品频现;隐性泡沫易引发市场危机、价值观念差异易导致观念冲突;赛事热度与明星效应是影响流量激增的内在因素、电商平台技术与服务支持是体育消费多途径的保证,情感共鸣与民族自豪感是依赖。认为提升大型体育赛事对体育消费影响需要平衡消费倾向,优化资源配置、稳定市场价格,保护消费者权益、防范市场投机,降低泡沫风险,此外还需要提高文化包容度,减少观念的冲突。This paper discusses the influence of large-scale sports events on sports consumption under the background of e-commerce economy, and finds that large-scale sports events have broadened the sports consumption market, promoted the sports consumption mode, improved the sports consumption experience, and promoted the positive impact of the development of the sports industry. However, there are also some negative effects, such as the concentration of consumption tendency, the imbalance of resource allocation, the frequent fluctuation of price, the frequent occurrence of fake and shoddy, the prevalence of market speculation, the hidden bubble, the difference of cultural exchange and the conflict of values. Analyzing the mechanism of its influence from the aspects of emotion, competition and platform, it can be found that the surge of traffic promotes the profit-seeking psychology of businessmen, which leads to the imbalance of resource allocation and the frequent occurrence of fake and shoddy products. Implicit bubbles can easily lead to market crisis, and differences in values can easily lead to conceptual conflicts. The popularity of the event and the star effect are the internal factors that affect the surge in traffic. The technology and service support of the e-commerce platform is the guarantee of multiple ways of sports consumption. Emotional resonance and national pride are dependent. It is believed that to enhance the impact of large-scale sports events on sports consumption, it is necessary to balance consumption tendencies, optimize resource allocation, stabilize market prices, protect consumer rights and interests, prevent market speculation, and reduce bubble risks. In addition, it is necessary to improve cultural tolerance and reduce conceptual conflicts.展开更多
大型体育赛事营销是企业发展之需,是高效营销的重要渠道。文章运用文献资料法,逻辑分析法以STP理论模型为框架,分析了市场细分、目标市场选择和市场定位在赞助营销中的作用。发现体育赞助营销具有公益性强、高可信度与强效果、对象广以...大型体育赛事营销是企业发展之需,是高效营销的重要渠道。文章运用文献资料法,逻辑分析法以STP理论模型为框架,分析了市场细分、目标市场选择和市场定位在赞助营销中的作用。发现体育赞助营销具有公益性强、高可信度与强效果、对象广以及社会反响大的特点,根据STR理论模型——市场细分、目标市场选择和市场定位发现部分赞助企业市场细分存在诸多误区、对于目标市场的选择宽泛、市场定位与相关体育赛事所表达的内容不一致的情况,达不到赞助企业所要达到的预期目的。提出要赞助企业精准的对市场细分,明确清楚企业的受众目标;要聚焦目标市场选择,合理运用有限的资源;要由选择地进行赞助,要把握赛事品牌与企业品牌的高关联性,强化好市场地位。通过综合运用这些策略,以期为企业在大型体育赛事赞助营销中实现品牌价值的最大化,赢得市场竞争的先机。The marketing of major sports events is the need of enterprise development and an important channel for efficient marketing. This paper uses the literature data method and the logical analysis method to analyze the role of market segmentation, target market selection and market positioning in sponsorship marketing based on the STP theoretical model. It is found that sports sponsorship marketing has the characteristics of strong public welfare, high credibility and strong effect, wide object and great social response. According to the STR theoretical model-market segmentation, target market selection and market positioning, it is found that there are many misunderstandings in the market segmentation of some sponsoring enterprises, the choice of target market is broad, and the market positioning is inconsistent with the content expressed by related sports events, which cannot achieve the expected purpose of sponsoring enterprises. It is proposed to sponsor companies to accurately segment the market and clarify the company’s audience goals;we should focus on the choice of target market and make rational use of limited resources;to be sponsored by the choice, we must grasp the high correlation between the event brand and the corporate brand, and strengthen the market position. Through the comprehensive use of these strategies, in order to achieve the maximization of brand value in the sponsorship marketing of large-scale sports events and win the market competition.展开更多
文摘探讨电子商务经济背景下大型体育赛事对体育消费的影响,发现在此背景下大型体育赛事拓宽了体育消费市场、促进了体育消费方式的多元化、提升了体育消费体验、推动了体育产业发展的积极影响;但也存在消费倾向集中,资源配置失衡、价格波动频繁,假冒伪劣频现、市场投机盛行,隐性泡沫潜藏、文化交流差异,价值观念冲突的消极影响。从情感、赛事及平台方面分析其影响的机制发现可以分为流量激增促使商人逐利心理引发资源配置失衡与假冒伪劣产品频现;隐性泡沫易引发市场危机、价值观念差异易导致观念冲突;赛事热度与明星效应是影响流量激增的内在因素、电商平台技术与服务支持是体育消费多途径的保证,情感共鸣与民族自豪感是依赖。认为提升大型体育赛事对体育消费影响需要平衡消费倾向,优化资源配置、稳定市场价格,保护消费者权益、防范市场投机,降低泡沫风险,此外还需要提高文化包容度,减少观念的冲突。This paper discusses the influence of large-scale sports events on sports consumption under the background of e-commerce economy, and finds that large-scale sports events have broadened the sports consumption market, promoted the sports consumption mode, improved the sports consumption experience, and promoted the positive impact of the development of the sports industry. However, there are also some negative effects, such as the concentration of consumption tendency, the imbalance of resource allocation, the frequent fluctuation of price, the frequent occurrence of fake and shoddy, the prevalence of market speculation, the hidden bubble, the difference of cultural exchange and the conflict of values. Analyzing the mechanism of its influence from the aspects of emotion, competition and platform, it can be found that the surge of traffic promotes the profit-seeking psychology of businessmen, which leads to the imbalance of resource allocation and the frequent occurrence of fake and shoddy products. Implicit bubbles can easily lead to market crisis, and differences in values can easily lead to conceptual conflicts. The popularity of the event and the star effect are the internal factors that affect the surge in traffic. The technology and service support of the e-commerce platform is the guarantee of multiple ways of sports consumption. Emotional resonance and national pride are dependent. It is believed that to enhance the impact of large-scale sports events on sports consumption, it is necessary to balance consumption tendencies, optimize resource allocation, stabilize market prices, protect consumer rights and interests, prevent market speculation, and reduce bubble risks. In addition, it is necessary to improve cultural tolerance and reduce conceptual conflicts.
文摘大型体育赛事营销是企业发展之需,是高效营销的重要渠道。文章运用文献资料法,逻辑分析法以STP理论模型为框架,分析了市场细分、目标市场选择和市场定位在赞助营销中的作用。发现体育赞助营销具有公益性强、高可信度与强效果、对象广以及社会反响大的特点,根据STR理论模型——市场细分、目标市场选择和市场定位发现部分赞助企业市场细分存在诸多误区、对于目标市场的选择宽泛、市场定位与相关体育赛事所表达的内容不一致的情况,达不到赞助企业所要达到的预期目的。提出要赞助企业精准的对市场细分,明确清楚企业的受众目标;要聚焦目标市场选择,合理运用有限的资源;要由选择地进行赞助,要把握赛事品牌与企业品牌的高关联性,强化好市场地位。通过综合运用这些策略,以期为企业在大型体育赛事赞助营销中实现品牌价值的最大化,赢得市场竞争的先机。The marketing of major sports events is the need of enterprise development and an important channel for efficient marketing. This paper uses the literature data method and the logical analysis method to analyze the role of market segmentation, target market selection and market positioning in sponsorship marketing based on the STP theoretical model. It is found that sports sponsorship marketing has the characteristics of strong public welfare, high credibility and strong effect, wide object and great social response. According to the STR theoretical model-market segmentation, target market selection and market positioning, it is found that there are many misunderstandings in the market segmentation of some sponsoring enterprises, the choice of target market is broad, and the market positioning is inconsistent with the content expressed by related sports events, which cannot achieve the expected purpose of sponsoring enterprises. It is proposed to sponsor companies to accurately segment the market and clarify the company’s audience goals;we should focus on the choice of target market and make rational use of limited resources;to be sponsored by the choice, we must grasp the high correlation between the event brand and the corporate brand, and strengthen the market position. Through the comprehensive use of these strategies, in order to achieve the maximization of brand value in the sponsorship marketing of large-scale sports events and win the market competition.
