The Marketing Strategy Analysis Of Large-scale Sports Event Under New Media Environment

On December 18,2007,CCTV international(cctv.com) signed a treaty officially with IOC,becoming 2008 Beijing Olympics games' official Internet/Mobile platform retransmission organization,which symbolizes that IOC,for the first time,make the Internet,Mobile,and such new media took independent broadcasting right of the Olympic Games.The new media and the traditional media are included together in the Olympic Games' retransmission system,which is an important milestone which the new media and the entire sports industrial development unifies. This article firstly elaborates the relationship between the sports event marketing and the media,introduced the concept of "the attention economy",which proven the sports event marketing essential content is to sell the audience' s attention,but this marketing's process needs through to realize win-win with the media by interaction.Afterward,this article analyzes the sports event marketing situation under the traditional media environment,and obtains the traditional media four major problems which exists in the marketing sports event aspect:the information content is unable to realize the maximization, the effectiveness to be unable to obtain the safeguard,the dissemination scope to receive the big limitation,and to be unable to realize with the audiences between interactive.Then the article draws out that the sports event marketing need regarding the new media demand.Then,the article expounds the concept of the new media.The new media is the dissemination main body and the object which can carry on real-time, interactive,the personalization communication digitization to disseminate the platform.Concrete shape includes the network media, handset media,new television media(IPTV,digital television,motion television and so on),blog and podcast.Its common feature is:The multiplex propagation mode,the dissemination behavior personalization, accepts the way mobility and disseminates the solid current events.The article take at the new media in 2008 Beijing Olympic Games utilization as an example,which has analyzed the network media,the handset media, the new television media in turn(IPTV,the digital television,motion television and so on),the blog and the podcast in 2008 at Beijing Olympic Games' application,which has quoted the mass data and the example.It has proven the new media the influential role which displays in the Olympic Games marketing.Finally,this article analyzes from the necessity which unifies from the sports event marketing and the new media,and elaborates Beijing Olympic Games's marketing strategy specifically under the new media environment. Simultaneously,pays attention to the new media problems which exist in the future development,proposed the future sports event marketing should adopt corresponding countermeasure.This article has mainly used material law,interview lawandcase studies method as literature research techniques.