我国标志性体育赛事整合营销传播策略研究

摘要

Based on the investigation of integrated marketing communication status of symbolic sports events in China, taking Wuhan Open as a typical case, this paper analyzed its problems and gave some advice to the integrated marketing communications strategy for symbolic sports events based on big data. It is suggested that the symbolic sports events should make use of big data and enhance the specificity of channel and the infection of creativity to realize precision marketing; explore and manage valuable contact point; clear and definite classification of target group, optimize management of customer relationships to put integrated marketing communication into practice and create the multi-win situation of sports, business and locality.%在考察我国标志性体育赛事整合营销传播现状的基础上,以武汉网球公开赛为典型案例,分析其存在的问题,并立足于大数据背景,对我国标志性体育赛事整合营销传播策略提出如下建议:标志性体育赛事应利用大数据增强渠道针对性和创意感染力,实现精准营销;发掘并管理好有价值的接触点;明确目标群体分类,优化客户关系管理,让整合营销传播落到实处,实现体育、商业和地方三方的共赢.