本文選題：籃球　切入點(diǎn)：媒體推廣　出處：《廣州體育學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：廣東省男子籃球聯(lián)賽是我國第一個(gè)省級業(yè)余籃球聯(lián)賽,作為廣東省的品牌業(yè)余賽事,被列入廣東省體育產(chǎn)業(yè)發(fā)展綱要。本文采用文獻(xiàn)研究法、專家訪談法、實(shí)地考察法、內(nèi)容分析法、案例研究和比較分析法,以廣東省男子籃球聯(lián)賽的媒體推廣策略為研究對象,在傳播學(xué)理論“5W”模式的基礎(chǔ)上,結(jié)合“4Ps”營銷學(xué)理論,深入挖掘廣東省男子籃球聯(lián)賽的推廣策略。經(jīng)研究發(fā)現(xiàn),廣東省籃球協(xié)會(huì)以廣東省聯(lián)賽的賽事特征,以及組織運(yùn)營省聯(lián)賽的經(jīng)費(fèi)狀況為依據(jù),來制定廣東省男子籃球聯(lián)賽的媒體推廣策略。首先,聯(lián)賽推廣目標(biāo)的設(shè)定,其推廣階段主要分為三步,第一步,聯(lián)賽作為“產(chǎn)品”推廣,傳播賽事的規(guī)模、性質(zhì)、意義等,在初創(chuàng)階段,讓社會(huì)知曉,這個(gè)目標(biāo)在前兩個(gè)賽季已經(jīng)成功實(shí)現(xiàn);第二步,廣東省聯(lián)賽作為“品牌”推廣,在第一步的基礎(chǔ)上,推廣重點(diǎn)從賽事本身過度到推廣參與賽事的人,以“人”為本,包括,教練、球員、工作人員等,例如“本土球王”等;第三步,借助媒體推廣來進(jìn)一步提升廣東省聯(lián)賽的社會(huì)效應(yīng),作為管辦分離的嘗試,以及獲取更大的經(jīng)濟(jì)效益。為實(shí)現(xiàn)其設(shè)定的推廣目標(biāo),省籃協(xié)制定了詳盡的推廣計(jì)劃,第一,依據(jù)聯(lián)賽特色,“本土”、“業(yè)余”等聯(lián)賽性質(zhì)做推廣;第二,精分受眾分別設(shè)定推廣策略,省聯(lián)賽主要面對球迷、贊助商、球隊(duì)三類群體;第三,區(qū)別媒體類型,對于不同性質(zhì)媒體,設(shè)定不同的媒體合作模式、服務(wù)方式、傳播途徑;第四,及時(shí)收集媒體報(bào)道資料,回饋贊助商,累計(jì)傳播效應(yīng),為下一屆招商積累砝碼。研究建議,廣東省男子籃球聯(lián)賽進(jìn)一步的發(fā)展,其所有權(quán)歸屬,是目前急需厘清的瓶頸,防止出現(xiàn)把蛋糕做大做好以后卻不歸你賣的情況。進(jìn)一步拓展商業(yè)合作渠道,創(chuàng)新商業(yè)合作模式。增強(qiáng)媒體報(bào)道的主動(dòng)性及積極性,增強(qiáng)報(bào)道省聯(lián)賽的積極性,發(fā)掘省聯(lián)賽的新聞價(jià)值,提高廣東省男子籃球聯(lián)賽的影響力。廣東省男子籃球聯(lián)賽聯(lián)賽是我國第一個(gè)業(yè)余省級聯(lián)賽,其媒體推廣策略對我國的籃球事業(yè),以及其它體育事業(yè)的發(fā)展有著重要的借鑒意義。
[Abstract]:Guangdong Men's Basketball League is the first provincial amateur basketball league in China. As a brand amateur tournament in Guangdong Province, it is listed in the outline of the development of Guangdong sports industry. Content analysis, case study and comparative analysis, taking the media promotion strategy of Guangdong men's basketball league as the research object, combining with the "4Ps" marketing theory on the basis of the "5W" mode of communication theory, Dig deeply into the promotion strategy of the Guangdong Men's Basketball League. Through the study, it is found that the Guangdong Basketball Association is based on the characteristics of the Guangdong league matches and the financial situation of organizing and operating the provincial leagues. To formulate the media promotion strategy of the Guangdong Men's Basketball League. First, the promotion goal of the league is set, and the promotion stage is mainly divided into three steps. The first stage is the promotion of the league as a "product", and the scale, nature and significance of the dissemination of the tournament. In the initial stage, let the community know that this goal has been successfully achieved in the first two seasons; second, the Guangdong Province League as a "brand" promotion, on the basis of the first step, the focus of the promotion from the event itself to the promotion of participants in the event, Taking "people" as the basis, including coaches, players, staff, and so on, such as the "local football champion," and so on; the third step is to further enhance the social effects of the Guangdong league matches by means of media promotion, as an attempt to separate the management offices. And to achieve greater economic benefits. In order to achieve the goals set by the Provincial Basketball Association, the Provincial Basketball Association has formulated a detailed promotion plan. First, according to the characteristics of the league, "local", "amateur" and other league characteristics to promote; second, The provincial league mainly faces three groups: fans, sponsors and teams; thirdly, different media types, for different media, different media cooperation mode, service mode, communication way; In 4th, timely collection of media reports, feedback to sponsors, cumulative dissemination of effects, accumulation of weight for the next session of investment. The study suggests that the further development of the Guangdong Men's Basketball League, its ownership ownership, is the bottleneck that needs to be clarified at present. To prevent the situation that you will not sell the cake after you have made it bigger. Further expand the channels of business cooperation, innovate the business cooperation model, increase the initiative and enthusiasm of media reporting, and enhance the enthusiasm of reporting provincial league matches. Explore the news value of provincial league and improve the influence of Guangdong men's basketball league. Guangdong men's basketball league is the first amateur provincial league in China. And other sports development has important reference significance.
【學(xué)位授予單位】：廣州體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G841

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