本文關(guān)鍵詞： 體育用品企業(yè) 廣告 營(yíng)銷(xiāo) 策略　出處：《首都體育學(xué)院》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：由于國(guó)民健身意識(shí)的增強(qiáng)與體育休閑娛樂(lè)的需要，使我國(guó)體育用品企業(yè)日趨活躍，為了在現(xiàn)今殘酷的“商場(chǎng)”上取得勝利、占有一席之地，越來(lái)越多的商家都開(kāi)始重視市場(chǎng)營(yíng)銷(xiāo)。體育廣告作為體育用品企業(yè)營(yíng)銷(xiāo)的一個(gè)重要手段，發(fā)揮著其他促銷(xiāo)手段所不能替代的巨大作用。 體育廣告已經(jīng)不僅僅是提供商品信息，引導(dǎo)消費(fèi)者在眾多同類(lèi)商品中選出滿意商品的宣傳和介紹，作為一種特殊的時(shí)代符號(hào)，它已滲透到人類(lèi)經(jīng)濟(jì)生活的各個(gè)方面。優(yōu)秀的體育廣告是商場(chǎng)上的競(jìng)爭(zhēng)利器，不但可以提高產(chǎn)品的銷(xiāo)售額，促進(jìn)其經(jīng)濟(jì)利益的增長(zhǎng)，同時(shí)還提升了企業(yè)的品牌形象，獲得良好的社會(huì)效益。 體育用品企業(yè)在十幾年的競(jìng)爭(zhēng)與實(shí)踐中總結(jié)出一系列寶貴營(yíng)銷(xiāo)經(jīng)驗(yàn)，特別是在2008年奧運(yùn)會(huì)后，體育的熱潮帶動(dòng)一家又一家體育用品企業(yè)走出國(guó)門(mén)，被世人了解，，對(duì)體育用品企業(yè)廣告營(yíng)銷(xiāo)的理論研究就顯得尤為重要。本文通過(guò)對(duì)體育廣告的表現(xiàn)手法及傳播方式的研究分析，總結(jié)體育廣告自身特點(diǎn)，為體育用品企業(yè)合理投放廣告提供相應(yīng)策略。根據(jù)對(duì)195名受訪者的問(wèn)卷調(diào)查，運(yùn)用頻數(shù)分析、多因素分析、描述統(tǒng)計(jì)分析等數(shù)理統(tǒng)計(jì)方法，總結(jié)出不同性別、年齡、職業(yè)的人群接觸媒介的習(xí)慣，為體育用品企業(yè)準(zhǔn)確有效的投放體育廣告提供理論指導(dǎo)和參考依據(jù)。 論文運(yùn)用體育市場(chǎng)營(yíng)銷(xiāo)學(xué)、廣告學(xué)等學(xué)科知識(shí)，結(jié)合問(wèn)卷數(shù)據(jù)分析，得出結(jié)論如下。 1目前，我國(guó)的體育廣告語(yǔ)呈現(xiàn)出的特點(diǎn)有：語(yǔ)句凝練、富有鼓動(dòng)性、以“我”為主體、與國(guó)際接軌運(yùn)用英語(yǔ)及使用仿詞。 2我國(guó)體育用品企業(yè)廣告情節(jié)包括：展示運(yùn)動(dòng)員在比賽、訓(xùn)練及生活的片段；插入動(dòng)畫(huà)情節(jié)；利用劇集的形式演繹“電視劇式廣告”。 3體育用品企業(yè)在各類(lèi)體育類(lèi)雜志上的廣告刊登量較大。這類(lèi)雜志總體來(lái)說(shuō)和體育關(guān)聯(lián)度高，擁有更為細(xì)分的受眾，使得體育用品企業(yè)的廣告主在投放廣告上更具選擇性與針對(duì)性。 4在受訪的195人中，選擇其媒介接觸最頻繁的人數(shù)比例依次為電視30%，網(wǎng)絡(luò)22%，報(bào)紙雜志17%，戶外廣告16%、手機(jī)8%、廣播6%及其他傳播媒介1%。 5各年齡段的被調(diào)查者在選擇收看電視的時(shí)間段上均以晚20:00-24:00點(diǎn)為主，其中24歲及以下的調(diào)查者中，有57.1%的人選擇此時(shí)段；24-45歲的調(diào)查者中，75.2%的人選擇此時(shí)段；46歲及以上的調(diào)查者中71.7%的人選擇此時(shí)段。 6在訴求方式上，男性與女性對(duì)體育廣告的訴求方式排在第一位及第二位的沒(méi)有明顯差異，均為“廣告中商品的外形、功能”及“該商品在廣告中提出的價(jià)格”，有所不同的是，男性排在第三位的訴求方式為“廣告情節(jié)”，占所有男性人數(shù)的43.5%；女性排在第三位的訴求方式為“廣告語(yǔ)”，占所有女性人數(shù)的45.7%。
[Abstract]:As a result of the national fitness consciousness enhancement and the sports leisure entertainment need, our country sports goods enterprise day by day is active, in order to obtain the victory in the present cruel "market", occupies a place. More and more businesses begin to attach importance to marketing. As an important means of sporting goods marketing, sports advertising plays a huge role that other promotion means can not be replaced. Sports advertising is not only to provide information about commodities, but also to guide consumers to choose satisfactory products from many similar products, as a special symbol of the times. It has penetrated into all aspects of human economic life. Excellent sports advertising is a competitive weapon in shopping malls, which can not only increase the sales of products, but also promote the growth of its economic interests. At the same time, it also improves the brand image of the enterprise, and obtains good social benefits. Sporting goods enterprises have summed up a series of valuable marketing experience in the competition and practice for more than ten years, especially after the 2008 Olympic Games, sports upsurge led one after another sporting goods enterprises to go abroad. It is known to the world that the theoretical research on advertising marketing of sporting goods enterprises is particularly important. This paper summarizes the characteristics of sports advertising through the research and analysis of sports advertising performance and communication methods. According to the questionnaire survey of 195 respondents, using frequency analysis, multi-factor analysis, description statistical analysis and other mathematical statistical methods. This paper summarizes the contact habits of different sex, age and occupation groups, and provides theoretical guidance and reference for sports goods enterprises to put in sports advertisements accurately and effectively. The paper uses sports marketing, advertising and other disciplines, combined with questionnaire data analysis, the conclusion is as follows. At present, the sports advertising language in our country has the following characteristics: concise sentences, full of agitation, taking "I" as the main body, using English and using imitation words in line with the international practice. (2) the advertising plot of sporting goods enterprises in China includes: showing the segments of athletes in competition, training and life; inserting animation plot; using the form of drama to deduce "TV advertisement". Sports goods enterprises in all kinds of sports magazine advertising volume. This kind of magazine and sports in general has a high degree of relevance, with a more subdivision of the audience. Sports goods enterprises make advertisers in advertising more selective and targeted. 4 among the 195 people interviewed, the proportion of people who chose their media contact most frequently was 30% on TV, 22 on the internet, 17 on newspapers and magazines, 16 on outdoor advertisements and 8% on mobile phones. Broadcast 6% and other media 1. (5) 57.1% of the respondents of all ages chose to watch TV at 20: 00-24: 00 in the evening, and 57.1% of the respondents aged 24 or below chose this time; 75.2% of the respondents aged 24-45 chose this period; 71.7% of those aged 46 and older chose this period. 6 in the way of appeal, there is no obvious difference between male and female in the first and second place of the appeal of sports advertisement, which are both "the appearance of the goods in the advertisement". Function "and" the price of the product in the advertisement ", the difference is that the third way that the male ranks in the third place is the" advertising plot ", which accounts for 43.5% of the total number of men; The third place for women is the Advertising language, which accounts for 45.7% of all women.
【學(xué)位授予單位】：首都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.89;F713.8;G80-05

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