A Research On Tactics Of Mega Sports Facility In Our Country In The Era Of New Media

The rapid development of new media represented by the Internet and mobile phone not only changes traditional media pattern,also leads people to enter into a new digital era.It is extremely urgent for enterprises and institutions to change their marketing strategies accordingly.As the classification reform of public institutions is inevitable,it is the trend that new media will change the way of transmission.Therefore,how to using effective marketing strategy for mega sports venues in the process of the marketization operation to adapt to the trend is one of the most key factors that affect their marketization.Based on the development of the new media and the marketing situation of these stadiums,this paper puts forward a practical marketing strategy from a macroscopic perspective,so as to provide some theoretical reference in improving the operating and marketing of stadium and accelerate the process of marketization.The paper,with knowledge in Management,Marketing and Communication,analyzes the marketing opportunities and challenges of mega sports venues in the new media era through the methods of document,questionnaire,field survey and case analysis.The paper,enumerating the marketing situation at present and problems of sports venues according to the survey,holds that although marketing concept,content and approach of stadium in our country in new media environment have changed;however,problems also exist in low marketing service consciousness,the marketing information diffusion degree,and lack of interactivity and insufficient marketing innovation.Taking Beijing Workers Sports Center for example,the paper analyzes the marketing strategies through facility operation localization,management project,information transmission of venue activities and service selection,its establishment and maintain of customer relationship.It's believed that it's effective to use new media to build venues brand,depending on the development project implementation and completely managing content on the venue site,so as to attract actively participation of the public in marketing process,linkage,integrated venue information promotion activities and attach great importance to the consumers' evaluation,positive improvement of the quality of venues service.On such basis,the paper,from the macroscopic perspective,puts forward that mega sports venues in making their marketing strategies in the new media environment should not only consider both profit and nonprofit,authority and authenticity,innovation and operation,integration of interaction and feedback as the principles,but also pay more attention to the marketing management of facilities'operation and make full play of consumers' principal role.What's more,attention should also be paid on new media development and expansion of marketing channels.The paper also suggests that marketing of our country stadium in new media environment needs to enrich their content resource,to cultivate professional marketing talent,to use new media development platform,and to innovate venue management of marketing strategy to maintain the sustainability of marketing and gain a long-term benefits in marketing.