Research On Sports Marketing Under The Background Of New Media

With the development of sports industry,under the background of new media,sports marketing is developing towards industrialization,which has very important value for improving audience's watching sports events,understanding sports information,promoting the development of sports industry and sports itself and related industries.The new media has brought about changes in the ways and means of sports marketing communication,also changed the way of information acquisition and consumption habits of consumers,and further changed the marketing environment of marketing communication.Under the background of the rapid development of new media,the major Internet companies are increasingly expanding and competing in the layout of sports events.Taking Tencent Sports as the representative,it actively carries out integrated innovative development in terms of content,channel and feedback of communication,and applies multi-faceted and multi-level marketing mix strategy,thus realizing the creative operation and development of the platform.As the largest integrator of Internet services in China,Tencent has cooperated with the NBA in depth and won the exclusive rights of live broadcasting of NBA events for 5 years.Tencent has become the official and exclusive partner of the NBA.According to the marketing needs of NBA competition resources,Tencent has set up the NBA channel as the network marketing communication platform for NBA matches,which has developed into an important platform for fans to obtain information about NBA matches.This paper makes a systematic analysis of sports marketing under the new media by using the method of literature and case study,and combining with marketing knowledge.Firstly,the related theories of sports platform marketing are analyzed to understand the background of new media sports marketing.Secondly,it summarizes the new media and sports marketing,and analyses the main problems of sports marketing under the background of new media.Then take Tencent NBA as an example,through the analysis of relevant theories and specific cases,understand the impact of new media on sports marketing,and analyze the current situation of sportsmarketing platform,and summarize the current development of sports marketing industry as a whole from the sports marketing platform,as well as the basic trend of future sports marketing.Finally,it puts forward the overall characteristics and Strategies of sports platform in the marketing process,analyses the advantages and promotion ways of sports platform marketing,and provides relevant reference and suggestions for sports marketing.I hope this article can provide help for sports industry marketing under the background of new media,and put forward corresponding suggestions in view of the existing problems in sports marketing,in order to promote the healthy development of sports marketing industry.