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一、中国企业对体育营销高集中度的价值理解不足,利用不充分。可以说,目前国内企业进行广告传播,比较擅长的是投放新闻节目与电视剧,对通过体育节目或利用体育赛事进行品牌传播做得还很不充分,与国外企业的成熟相比差距非常大。造成这种现状,与企业对体育节目和赛事的广告价值的理解不足相关。不能用评估新闻和电视剧的眼光去看待体育赛事的传播价值,举一个例子,中央电视台不久前直播的中国对科威特的足球赛,全国平均收视率是5.6％,但是在25—34岁的大专以上学历的男性人群中,收视率却高达12％。这种某类人群的高集中度,是其他类型节目很难达到的,体育节目在收视人群上的极高集中度符合特定类型企业的传播需要,企业应该好好利用。
First, Chinese enterprises do not fully understand the value of high concentration of sports marketing and make inadequate use. It can be said that at present, domestic enterprises carry out advertisement dissemination and are better at putting news programs and TV dramas. They still do not do enough to spread the brand through sports programs or sports events, and the gap with the maturity of foreign enterprises is very large. This status quo has been linked to a lack of understanding of the value of advertising for sports programs and events. As an example, CCTV has not been able to view the value of sporting events in the eyes of assessing news and TV dramas. For example, the average television rating rate of China on Kuwait’s football game not long ago was 5.6%. However, at 25-34 year old college or above Among male students with academic qualifications, the ratings are as high as 12%. The high degree of concentration of such a group of people is difficult to achieve by other types of programs. The high degree of concentration of sports programs on the audiences accords with the needs of a particular type of enterprise. Enterprises should make good use of them.