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新媒体环境下,媒体生态环境有了巨大的变革,传播渠道多元化,体育营销的方式也因此发生了很多新的变化。2008北京奥运会对于中国媒体和企业而言,是一次开展体育营销的绝好机会,国内企业围绕奥运题材开展了多姿多彩的营销传播活动,尤其在互联网领域,不断上演体育资源争夺的大戏,有实力的互联网媒体都想着借奥运营销抢占受众眼球和市场份额,超越竞争对手。
Under the new media environment, the ecological environment of the media has undergone tremendous changes, diversified communication channels and many new changes have taken place in the ways of sports marketing. 2008 Beijing Olympic Games is an excellent opportunity for Chinese media and enterprises to carry out sports marketing. Domestic enterprises have carried out colorful marketing and communication activities around the theme of the Olympic Games. In particular, in the field of the Internet, there have been many performances in which sports resources are contested. There are The strength of the Internet media are thinking of Olympic marketing to seize the attention of the audience and market share, surpassing competitors.