營銷3.0環(huán)境下快消品行業(yè)體育營銷策略研究
發(fā)布時間：2018-09-09 19:46
【摘要】：營銷3.0時代的到來,給企業(yè)的營銷環(huán)境帶來了許多新特征。社會化媒體的發(fā)展、移動終端的普及以及互聯(lián)網(wǎng)成本的降低使得社會進入?yún)⑴c化時代。在新的營銷環(huán)境下,消費者變被動為主動,從信息的被動接受者變?yōu)樾畔⒌幕诱吆蛡鞑フ?消費者與消費者之間的橫向傳播已經(jīng)成為信息傳播的重要方向。同時,隨著經(jīng)濟的發(fā)展以及物質生活水平不斷提高,人們對于身體健康和體育鍛煉的熱情也不斷提高�？煜沸袠I(yè)的消費者基礎分布較廣,隨著人民大眾對于體育熱情的不斷提升,快消品企業(yè)應該借勢而上,進行體育營銷。目前,我國也有許多企業(yè)在進行體育營銷,但大多數(shù)企業(yè)仍然停留在傳統(tǒng)的體育營銷模式中,單純依托單一形式和傳統(tǒng)媒體進行體育營銷,無法發(fā)揮新營銷環(huán)境下體育營銷的最大價值。企業(yè)要想在新時代下發(fā)揮體育營銷的最大作用,必須順應互聯(lián)網(wǎng)不斷發(fā)展所帶來的媒體環(huán)境以及消費者行為習慣的不斷變化,整合企業(yè)內外部資源,運用各種可行方式,開展體育營銷。在策略方面,快消品企業(yè)應該根據(jù)體育營銷項目調整企業(yè)的4P組合策略。在產(chǎn)品策略方面,企業(yè)應該結合自己正在進行的體育營銷項目調整自己的產(chǎn)品組合和定位,推出新產(chǎn)品或將原有產(chǎn)品在質量、包裝等方面進行升級。在定價策略上,根據(jù)企業(yè)產(chǎn)品定位的調整、新產(chǎn)品推出以及產(chǎn)品升級等方面,進行產(chǎn)品價格的制定和調整。在促銷策略方面,首先,要注重體育營銷廣告的投入。廣告是企業(yè)進行體育營銷重要手段之一,能夠展現(xiàn)企業(yè)體育營銷的核心理念和價要值觀,擴大企業(yè)體育營銷的影響力。值得注意的是,企業(yè)應該順應媒體環(huán)境和消費者媒體使用習慣的變化,加大互聯(lián)網(wǎng)廣告的投入。其次,企業(yè)也應該將銷售促進策略結合體育營銷進行創(chuàng)新和調整。在渠道策略,企業(yè)應該借助體育營銷的影響力進行渠道的擴充。同時,應該向渠道合作伙伴進行體育營銷,以使其成為企業(yè)體育營銷的踐行者。在新的營銷環(huán)境下,企業(yè)除了需要在4P組合策略方面進行調整外,還需要借助微博、微信、人人網(wǎng)、微電影等新媒體手段對企業(yè)的體育營銷活動進行宣傳和推廣,并積極與消費者進行互動,吸引其參與并促成體育營銷信息在消費者中的橫向傳播。在利用微營銷進行體育營銷時,企業(yè)應該以情感營銷和互動活動主要手段,通過對企業(yè)價值觀的傳遞引發(fā)消費者的共鳴,實現(xiàn)消費者對于企業(yè)品牌的口碑傳播。同時,企業(yè)應該建立相應的預算制定和效果評估機制,以確保對企業(yè)體育營銷的有序進行和有效反饋。在營銷3.0時代快消品企業(yè)進行體育營銷時必須要以對消費者進行價值觀營銷為導向,創(chuàng)新體育營銷模式,整合企業(yè)內外部可用資源,運用合適的體育營銷形式,以發(fā)揮體育營銷的最大作用,在消費者心目中樹立與體育精神相契合的品牌形象。
[Abstract]:The arrival of the marketing 3.0 era has brought many new features to the marketing environment of enterprises. The development of social media, the popularity of mobile terminals and the reduction of Internet cost make the society enter the era of participation. In the new marketing environment, consumers become passive to active, from passive receiver of information to interactive and communicator of information. The horizontal communication between consumers and consumers has become an important direction of information communication. At the same time, with the development of economy and the improvement of material life, people's enthusiasm for physical health and physical exercise is also increasing. The consumer base of fast consumer goods industry is widely distributed. With the continuous improvement of the people's enthusiasm for sports, fast consumer goods enterprises should seize the opportunity to carry out sports marketing. At present, there are many enterprises in our country in sports marketing, but most enterprises still stay in the traditional sports marketing mode, relying solely on a single form and traditional media to carry out sports marketing. Unable to exert the maximum value of sports marketing under the new marketing environment. If enterprises want to play the greatest role in sports marketing in the new era, they must adapt to the media environment brought by the continuous development of the Internet and the changing behavior habits of consumers, integrate the internal and external resources of enterprises, and make use of various feasible ways. Carry out sports marketing. In terms of strategy, fast product enterprises should adjust their 4 P combination strategy according to sports marketing items. In terms of product strategy, enterprises should adjust their product combination and positioning according to their ongoing sports marketing projects, introduce new products or upgrade the original products in terms of quality, packaging, etc. In the pricing strategy, according to the adjustment of enterprise product positioning, new product launch and product upgrade, the product price is formulated and adjusted. In the promotion strategy aspect, first, should pay attention to the sports marketing advertisement input. Advertising is one of the important means for enterprises to carry out sports marketing, which can show the core idea of enterprise sports marketing and the view of price and value, and expand the influence of enterprise sports marketing. It is worth noting that enterprises should adapt to changes in media environment and consumer media usage habits and increase investment in Internet advertising. Secondly, enterprises should combine sales promotion strategy with sports marketing to innovate and adjust. In the channel strategy, the enterprise should make use of the influence of sports marketing to expand the channel. At the same time, sports marketing should be carried out to channel partners in order to make them practitioners of enterprise sports marketing. In the new marketing environment, in addition to adjusting the 4P combination strategy, enterprises also need to use new media means such as Weibo, WeChat, Renren, micro-film and other new media means to publicize and promote the sports marketing activities of enterprises. And actively interact with consumers to attract their participation and promote the horizontal dissemination of sports marketing information among consumers. In the use of micro-marketing sports marketing, enterprises should use emotional marketing and interactive activities, through the transmission of corporate values to arouse consumer resonance, to achieve consumer brand word of mouth dissemination. At the same time, the enterprise should establish the corresponding budget formulation and effect evaluation mechanism to ensure the orderly and effective feedback to the enterprise sports marketing. In the era of marketing 3.0, we must take the value marketing of consumers as the guide, innovate the mode of sports marketing, integrate the available resources inside and outside the enterprise, and use the appropriate sports marketing form. In order to give play to the greatest role of sports marketing, in the eyes of consumers to establish a brand image in line with the spirit of sports.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274
[Abstract]:The arrival of the marketing 3.0 era has brought many new features to the marketing environment of enterprises. The development of social media, the popularity of mobile terminals and the reduction of Internet cost make the society enter the era of participation. In the new marketing environment, consumers become passive to active, from passive receiver of information to interactive and communicator of information. The horizontal communication between consumers and consumers has become an important direction of information communication. At the same time, with the development of economy and the improvement of material life, people's enthusiasm for physical health and physical exercise is also increasing. The consumer base of fast consumer goods industry is widely distributed. With the continuous improvement of the people's enthusiasm for sports, fast consumer goods enterprises should seize the opportunity to carry out sports marketing. At present, there are many enterprises in our country in sports marketing, but most enterprises still stay in the traditional sports marketing mode, relying solely on a single form and traditional media to carry out sports marketing. Unable to exert the maximum value of sports marketing under the new marketing environment. If enterprises want to play the greatest role in sports marketing in the new era, they must adapt to the media environment brought by the continuous development of the Internet and the changing behavior habits of consumers, integrate the internal and external resources of enterprises, and make use of various feasible ways. Carry out sports marketing. In terms of strategy, fast product enterprises should adjust their 4 P combination strategy according to sports marketing items. In terms of product strategy, enterprises should adjust their product combination and positioning according to their ongoing sports marketing projects, introduce new products or upgrade the original products in terms of quality, packaging, etc. In the pricing strategy, according to the adjustment of enterprise product positioning, new product launch and product upgrade, the product price is formulated and adjusted. In the promotion strategy aspect, first, should pay attention to the sports marketing advertisement input. Advertising is one of the important means for enterprises to carry out sports marketing, which can show the core idea of enterprise sports marketing and the view of price and value, and expand the influence of enterprise sports marketing. It is worth noting that enterprises should adapt to changes in media environment and consumer media usage habits and increase investment in Internet advertising. Secondly, enterprises should combine sales promotion strategy with sports marketing to innovate and adjust. In the channel strategy, the enterprise should make use of the influence of sports marketing to expand the channel. At the same time, sports marketing should be carried out to channel partners in order to make them practitioners of enterprise sports marketing. In the new marketing environment, in addition to adjusting the 4P combination strategy, enterprises also need to use new media means such as Weibo, WeChat, Renren, micro-film and other new media means to publicize and promote the sports marketing activities of enterprises. And actively interact with consumers to attract their participation and promote the horizontal dissemination of sports marketing information among consumers. In the use of micro-marketing sports marketing, enterprises should use emotional marketing and interactive activities, through the transmission of corporate values to arouse consumer resonance, to achieve consumer brand word of mouth dissemination. At the same time, the enterprise should establish the corresponding budget formulation and effect evaluation mechanism to ensure the orderly and effective feedback to the enterprise sports marketing. In the era of marketing 3.0, we must take the value marketing of consumers as the guide, innovate the mode of sports marketing, integrate the available resources inside and outside the enterprise, and use the appropriate sports marketing form. In order to give play to the greatest role of sports marketing, in the eyes of consumers to establish a brand image in line with the spirit of sports.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274
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