Research On Online Knowledge Service Marketing Strategy Of A Sports Consulting Company

In recent years,the development momentum of mass games is rapid,the number of game operation enterprises is growing rapidly.However,with the entry of social capital into the field of sports events,many small and mediumsized enterprises become the main body of sports events operation,and the event chaos caused by insufficient management and operation ability often occurs.Social forces play an important role in improving the operation and management ability of sports event enterprises outside government departments.Sports consulting companies are knowledge service providers in the field of sports events and can provide necessary knowledge for sports event operation enterprises.The knowledge-intensive service industry is regarded as consulting enterprises in a broad sense.The services it provides that take knowledge as raw materials and solve the knowledge needs of customers are knowledge services.With the advent of the comprehensive Internet era,the function and position of the network in knowledge services are becoming more and more important.Online knowledge services relying on Internet technology and platforms are emerging knowledge services with breakthroughs in various dimensions of innovation.It is not only a kind of knowledge service,but also a new knowledge service different from traditional knowledge service.A Sports Consulting Company(hereinafter referred to as "Company A")is an earlier company in China that provides sports event management consulting,training and other knowledge services.In 2020,under the influence of internal and external factors,Company A chose to focus on the development of online services,hoping to use its online knowledge services to open the sinking market of sports event knowledge services.However,in the two years of key development,the number of customers and product sales performance of the business grew slowly,and the financial situation was in a loss state,which affected the overall operation of the company.Based on this phenomenon,there may be problems in the products and operation of online knowledge services for the sinking market of Company A,and it is urgent to analyze the specific reasons and put forward countermeasures and suggestions to help it achieve the established goal of strategic transformation.In response to the problems raised,this thesis integrates and draws lessons from the relevant research on knowledge-intensive service industry,knowledge service,online knowledge payment,and expands and enriches the current research on the concept and marketing strategy of online knowledge service.In order to find out the problems better,this thesis conducted in-depth interviews and surveys on the internal,external and consumers of Company A.On the basis of research and theoretical analysis,the problems of the online knowledge service of Company A in the six dimensions of platform.Finally,according to the internal and external investigation of Company A,the thesis also puts forward the safeguard measures for the implementation of the online knowledge service marketing strategy of Company A and the crisis prevention suggestions for the future development.