全媒体时代体育赛事节目营销策略探析*

全媒体时代是传统媒体与新兴媒体传播渠道、在传播理念、营销观念等方面的融合.全媒体时代体育赛事节目营销呈现传统媒体市场依旧稳定,新兴媒体市场潜力巨大,融合发展是其生态传承的时代需求.打造多元整合、融合发展、兼容开放的全媒体平台,形成多渠道、多形态的媒介营销模式,是体育赛事节目营销拓宽营销渠道,开发潜在受众群体,实现优势互补的重要举措.

Marketing Strategy of Sports Events in the Media Era

The full media era is the full integration of traditional media and new media in the dissemination of ideas, communication channels, media marketing concepts, etc. In the era of all media, the marketing of sports events shows that the traditional media market is still stable, and the potential of new media market is huge. Create multiple integration, integration and development, compatible and open all media platform, the formation of media marketing mode of multi-channel and multi form, is a sports marketing program to broaden marketing channels, develop the potential audience, an important measure to achieve complementary advantages.