Research On Sohu Sports CBA Network Media Marketing Strategy

The Chinese Men's Basketball Professional League(CBA,the full name of the China Basketball Association)is sponsored by the China Basketball Association in October or November each year.It is a cross-year basketball league with the nature of home and away,and is also the most advanced basketball league in China.With the rapid development of China's Internet economy and various media,a top-level event can gain a wider audience and influence through the channels of network communication,and its communication effect is not available in traditional media marketing.Sohu Sports is the most leading sports media in China,the largest search platform for sports events and related industry information,and its clients always have a large group of fixed sports fans.In the process of cooperation with sports events,it can not only spread the basketball culture through effective network marketing strategy,but also play an important role in improving the brand culture influence of sports events and establishing the image of the enterprise market.Research shows that the current network marketing strategy for network broadcasting rights of top sports events such as CBA has been relatively mature.But in a media platform that does not have a corresponding interest.There are still many shortcomings in the network marketing awareness and innovation,the structural design of the website,and the input and professionalism of human resources.Therefore,this paper is based on the STP strategy,product strategy,promotion strategy and network integration marketing strategy,and it also based on a large number of data analysis and literature surveys,combined with field surveys and expert interviews,this paper conducted a detailed and comprehensive investigation and discussion on Sohu sports in the audience market,marketing methods,product content quality,column setting and other related aspects of CBA tournament portal and new media client.Hope through this case study method of the mainstream mediaplatform on the market in the process of major events marketing,found that the characteristics of its operating mode and problems in the process of transmission.It can provide more constructive opinions to the sports media industry company,to build a more appropriate marketing communication system,explore the profit model of innovation.To this end,this paper puts forward the following suggestions:1?Enhance enterprises' awareness of online marketing of tournament products,increase key investment in human and financial resources,and set up a network monitoring and management mechanism;2?Attach importance to market research of products of different competitions,and make personalized marketing plans according to their own characteristics to better meet the needs of the audience;3?Clarify the positioning and functions of different media platforms,break the fixed thinking,enrich the content,and form a good online planning layout;4?Broaden the channels of publicity,explore the topic of the product and service possibilities to enhance attention.