| The 2017 "Super Penguin Basketball Show",hosted by Tencent Sports,was a great success,making it the highest-grossing basketball event in Chinese history and the first place among residents in the overall influence of the game.In September of the following year,the overall ticket sales of the 2018 "Super Penguin Basketball Show" increased by 39%compared with the same period last year.APRU increased by 28.6%,with an attendance rate of over 95%,which is unique in the field of communication.Taking the "Super Penguin Show" as an example,this paper analyzes the development of the event,the construction of IP,the operation of IP,the realistic crisis and the governance measures,and tries to explore the reasons for the popularity of "Super Penguin".It also provides reference ideas for the construction and operation of self-made sports events IP in Chinese private enterprises.Since 2014,the state has repeatedly issued important policies on guiding the development of China’s sports industry and providing convenient conditions for the holding of sports events,and local governments have responded quickly.In 2016,many private enterprises have adopted the way of purchasing copyright and self-management to create sports events IP,such as Sina Sports self-made "3X3 Golden League",Ali Sports exclusive operation of CUBA,has quite a response in the market",so the research on the construction and operation of IP of sports events in private enterprises has become a new focus of academic attention."Super Penguin Basketball Show",a cross-border showdown between NBA,CBA and WCBA stars and entertainment stars,is a super event with basketball events as the core,combined with stage performances and star fan-themed activities,and is a sports event IP created by Tencent Sports to gather basketball fans and entertainment fans.Through the organic combination of sports and entertainment,breaking the boundaries of sports groups,professional basketball competition into sports and entertainment event,can attract more pan-entertainment users.Tencent Sports constructs and operates the brand-new event IP,by means of brand mining,boundary expansion and user insight,in which the methods of cross-border sports and entertainment,establishing event matrix and creating role cariers are quite new.In terms of communication strategy,Tencent Sports has improved the market voice to the greatest extent through product matrix,network linkage,joint promotion,star communication,public welfare action and so on.In the marketing strategy,Tencent Sports realized the deep excavation of IP value through advertising operation and variety operation,and effectively enhanced the brand image.The successful IP construction and operation of the "Super Penguin Basketball Show"reflects not only Tencent’s full-chain marketing ability in the upper and lower reaches of the sports industry,such as top copyright resources,sports brokerage and sponsorship,but also Tencent Sports’s thinking on the whole industry.The "Super Penguin Basketball Show" brings the successful experience of the presentation of wonderful events,the deep excavation of IP value and the expansion of market volume for the industry.Through the idea of "sports and entertainment across boundaries",forging the core chain of the sports industry-sports events,and constantly developing into high-quality self-made sports events,IP,Tencent Sports has given more derivative space to the upstream and downstream of the industry.By continuously exploring the construction and operation of self-made sports events IP,Tencent Sports deeply excavated its commercial value and provided more opportunities for the brand to reach a wider audience."Super Penguin Basketball Show" not only brings a new combination of sports and entertainment for the audience,but also opens a new way for domestic sports marketing.Through sports marketing layout such as events,copyright,commercial sponsorship and stars,IP and business owners of "Super Penguin Basketball Show " have achieved a win-win situation,further opened up a new realm of sports marketing,brought better sports products for users and partners,and made private enterprises’ contribution to the sustainable development of the industry.The innovation of this paper can be located in the case that the new form of self-made sports events IP of private enterprises is attracting more and more audience’s attention,this paper studies the construction and operation of self-made sports events IP through content analysis and case analysis.Taking "Super Penguin Basketball Show" as an example,rational analysis can not only enable the organizers to produce better content of the event,but also provide a reference basis for the construction and operation of self-made sports events IP of other private enterprises.The paper reflects some practical problems,such as the lack of laws and regulations to protect intellectual property rights in China’s sports industry,and that it is difficult for the stars of the "Super Penguin Basketball Show" to meet the requirements of the country and events for a long time.The paper proves that the country needs to strengthen the protection of intellectual property rights and the promotion of the law,and Tencent Sports needs to pay attention to making stars independently,actively respond to national principles and policies,actively practice the spirit of a powerful sports nation,strive to guide people’s cultural self-confidence,and effectively promote the integration of students’ sports and education,which will be of good benefit to the development of the "Super Penguin Basketball Show" and other Chinese private enterprises’ self-made sports events IP. |
