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今夏,“体育”又成为当之无愧的明星。体育营销也再一次调动了媒体、广告公司、企业的神经。然而,让人眼花缭乱的精彩赛事带来的应该是更多的理智思考。如今的体育赛事已不再是一个单纯的“体力和技巧”的较量,20世纪的商业思想将体育引进市场,体育被视为极大满足消费者基本需要之物,这种基本需要就是“娱乐、休闲和体验”。欣赏精彩刺激的篮球表演被赋予如同看电影或听音乐会同等的消费价值——都会使人感到很愉快。体育被综艺化、被商品化,成为一种时尚、一种文化、一种媒体,影响着人们的生活,得到了人们的追捧。也正是因为体育活动的自身优势让体育成为一种充满魅力的特殊媒体,具有最理想的传播功能:传播力强、抗拒性小、最易亲近、易建立
This summer, “Sports” has become a well-deserved star. Sports marketing once again mobilized the media, advertising agencies, business nerves. However, dazzling events should bring more intellectual thinking. Today’s sports events are no longer a mere “physical and technical” contest, the 20th century business ideas will sport into the market, sports are considered to greatly meet the basic needs of consumers, this basic need is “entertainment , Leisure and experience. ” Appreciating exciting basketball performances are given the same consumer value as watching a movie or listening to a concert - will make people feel happy. Sports is a variety, commercialization, become a fashion, a culture, a media, affecting people’s lives, has been sought after by people. It is precisely because of the advantages of sports itself, sports become a charming special media, with the best dissemination of features: strong communication, resistance is small, the most accessible, easy to establish