Research On Marketing Strategy Of Sports Event Of Tencent Take The Twentieth Football World Cup As An Example

Football World Cup is seen an important resource for many medias, espeically for the Network media which is urgent to content. Tencent as an important portal, take some favorable marketing strategies and get better results during all the media. The influence of Tencent have improved in the sports event reports and marketing.Through the way of literature review, field survey, expert interviews, case analysis, comparative analysis, this paper analyzes the marketing strategy of Tencent in this world cup marketing strategy. Combing the evolution of marketing concept and marketing concept, this paper analyzes the new macro environment, industry environment, market demand and the basic resources of Tencent in the world cup marketing. Focus on the research of the positioning strategy and product strategy in the world marketing strategy, the positioning strategy contains the audience positioning/product positioning/channel positioning analysis, product strategy is mainly from the angles of professional, entertaining, interactive, narrative and emotional. The results are following:First,the marketing concept should be varying in different periods. We should pay attention to the application of scientific marketing theory and marketing trends, analysis of the audience’s new needs scientifically, and position products and channels accurately.Second, emphasize on the application of integrated marketing strategy. We need to continue to explore new ways to integrate all kinds of resources, improve the efficiency of resource. Tencent make good use of the existing resources, and make up for the weaknesses of their own resources actively, reinforce the unity and cooperation with the advantages of resources, enhance the comprehensive effect.Third, content is king, improve the number and quality of the program. In the face of the situation without broadcast right, Tencent has invested a lot of energy to build their own programs, the number and quality of the program compared with the previous World Cup and other online media has improved obviously.Fourth, reinforce the interaction with the audience, enhance the communication effect. Tencent Network set the topics which can produce interactive effects of the topic actively, guide the audience to interact and use the media to transmit, expand the scope of communication and enhance the influence.The following suggestions are put forward for Tencent’s marketing strategy of the World Cup:First, focus on the quality of the program, the network media should take the quality of products as an important step in its long-term strategy, High quality program is the important power and source for network media.Second,should undertake various activities offline, promote the integration of online and offline activities. Sports need people to attend, the offline interaction play an important role for the development and maintenance the loyal audience.Third, regularize the operation and improve social value. Tencent as a mass media, should take the responsibility of spreading positive energy. In the ambush marketing, It should pay attention to the protection of copyright awareness, to avoid the crisis in legal proceedings.