本文選題：新媒體 + 品牌推廣��； 參考：《上海外國(guó)語(yǔ)大學(xué)》2017年碩士論文

【摘要】：2008年北京奧運(yùn)會(huì)時(shí)期,央視國(guó)際網(wǎng)與國(guó)際奧委會(huì)簽訂合約,成為2008北京奧運(yùn)會(huì)官方移動(dòng)互聯(lián)網(wǎng)轉(zhuǎn)播平臺(tái),這是體育產(chǎn)業(yè)和整個(gè)新媒體結(jié)合發(fā)展的一個(gè)重要里程碑。八年后,2016年11月22日,中籃聯(lián)(北京)體育有限公司在首都正式掛牌成立,這意味著在體育產(chǎn)業(yè)和新媒體結(jié)合的基礎(chǔ)上,國(guó)內(nèi)大型體育聯(lián)賽朝著商業(yè)化、品牌化邁出了堅(jiān)實(shí)的一步。本文首先對(duì)相關(guān)概念進(jìn)行了界定和描述。簡(jiǎn)述了CBA聯(lián)賽的誕生背景和發(fā)展歷程。緊接著的一章闡述了媒體與CBA品牌推廣的關(guān)系,區(qū)分了體育賽事品牌和一般商業(yè)品牌的異同之處。接下來,文章介紹了傳統(tǒng)媒體背景下CBA賽事品牌推廣的狀況。對(duì)傳統(tǒng)媒體下CBA所在的市場(chǎng)環(huán)境、其本身的品牌建設(shè),以及品牌的傳播溝通策略進(jìn)行了進(jìn)一步的分析。總結(jié)出了傳統(tǒng)媒體環(huán)境下CBA品牌推廣所存在的四大問題:不能與觀眾進(jìn)行很好的互動(dòng)、品牌信息傳遞的時(shí)效性得不到保證、沒有考慮競(jìng)爭(zhēng)對(duì)手的定位、品牌推廣缺少情感訴求。最后,本文緊密聯(lián)系新媒體這一大背景以及CBA品牌傳播推廣概念,結(jié)合前文的分析,對(duì)新媒體時(shí)代的到來給CBA市場(chǎng)環(huán)境和受眾主體帶來的變化進(jìn)行了解讀。具體分為CBA所在市場(chǎng)內(nèi)外部環(huán)境發(fā)生的變化;同時(shí)也就未來新媒體與品牌推廣進(jìn)一步結(jié)合中可能出現(xiàn)的問題與不足,給出了新媒體背景下CBA品牌商業(yè)推廣的具體策略并對(duì)新媒體下傳播推廣可能面臨的問題給出相信對(duì)策:具體策略包括:(1)新媒體與CBA品牌傳播的互動(dòng)與雙贏(2)打造更具中國(guó)特色的品牌個(gè)性;(3)形成更加完善、細(xì)致的公關(guān)體系;(4)加強(qiáng)新媒體和傳統(tǒng)媒體的融合互補(bǔ)。未來推廣可能面臨的問題包括:新媒體環(huán)境下賽事的版權(quán)得不到很好的保障;在未來的品牌推廣中要注意加強(qiáng)對(duì)新聞信息的監(jiān)督和管理。
[Abstract]:During the 2008 Beijing Olympic Games, CCTV International signed a contract with the IOC to become the official mobile Internet relay platform for the 2008 Beijing Olympic Games, which is an important milestone in the development of the sports industry and the whole new media.Eight years later, on November 22, 2016, the China Basketball Federation (Beijing) Sports Co., Ltd. was officially established in the capital. This means that, on the basis of the combination of the sports industry and new media, the major domestic sports leagues are becoming commercialized.Branding is a solid step forward.This paper first defines and describes the related concepts.The birth background and development course of CBA league are briefly introduced.The next chapter expounds the relationship between media and CBA brand promotion, differentiates the similarities and differences between sports event brand and general commercial brand.Next, the article introduces the CBA competition brand promotion under the traditional media background.The market environment of CBA under traditional media, its own brand construction and brand communication strategy are further analyzed.This paper summarizes the four problems of CBA brand promotion under the traditional media environment: it can not interact well with the audience, the timeliness of brand information transmission can not be guaranteed, the positioning of competitors is not considered, and the brand promotion lacks emotional appeal.Finally, this paper closely relates to the background of new media and the concept of CBA brand communication, combined with the previous analysis, the arrival of the new media era to the CBA market environment and the main body of the changes brought to the interpretation.Specifically divided into the CBA market in the internal and external environment changes, but also on the future of new media and brand promotion in the further integration of possible problems and shortcomings,This paper gives the concrete strategy of CBA brand commercial promotion under the new media background, and gives the believed countermeasure to the possible problem that the new media communication promotion may face: the concrete strategy includes the new media and the CBA brand communication interaction and the win-win 2) build.A brand with more Chinese characteristics has become more perfect.A detailed public relations system 4) to strengthen the integration of new media and traditional media complementary.The problems that the future promotion may face include: the copyright of the competition is not guaranteed well in the new media environment, and attention should be paid to the supervision and management of news information in the future brand promotion.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G841;G206-F

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本文編號(hào)：1759796