摘要
随着数智时代的到来,体育营销在数智技术的赋能下突破传统时空限制,实现信息更加高效、精准的触达,为企业品牌建设提供了全新路径。本文通过分析数智时代体育营销与企业品牌的关系,探究体育营销赋能企业品牌的内在机制及具体实现路径。研究发现,数智时代的体育营销通过内容、社群、体验、数字、传播五个维度与消费者形成深度互动,构建起精准的企业品牌赋能模型;数智时代体育营销赋能企业品牌的核心路径包括品牌传播的数字化转型、品牌体验的虚实融合、品牌组织的社群化运营、品牌消费的情景化构建。本文研究成果不仅为企业在数智化背景下开展体育营销提供了理论支撑与实践指导,还为体育营销的未来发展方向提供了参考依据。
With the advent of the intelligent digital era,sports marketing has transcended traditional temporal and spatial limitations through the empowerment of digital-intelligent technologies,achieving more efficient and precise information delivery and providing new pathways for corporate brand development.This study analyzes the relationship between sports marketing and corporate branding in the context of the intelligent digital era,exploring the internal mechanisms and specifi c pathways for empowering corporate brands through sports marketing.The research discovers that sports marketing during the intelligent digital era engages consumers deeply across fi ve dimensions:content,community,experience,digital interaction,and communication,thereby constructing a precise corporate brand empowerment model.Furthermore,core pathways for brand empowerment include the digital transformation of brand communication,the virtualization and reality integration of brand experiences,the community-oriented operations of brand organizations,and the contextual structuring of brand consumption.The findings provide theoretical support and practical guidance for enterprises conducting sports marketing in the intelligent digital context,offering valuable insights into the future directions of sports marketing development.
作者
葛金鑫
葛富强
Ge Jinxin;Ge Fuqiang(School of Econoics and Management,Nantong Vocational University,Nantong,Jiangsu 226000;Bòya Brand Institute,Communication University of China,Beijing 100024)
出处
《中国商论》
2025年第15期72-76,共5页
China Journal of Commerce
基金
南通市科技计划指导性项目“大数据驱动下南通家纺产业精准营销的路径研究”(MSZ2024062)
江苏省高校哲学社会课题“数字赋能实体经济高质量发展的产教融合育人模式研究”(2024SJYB1311)。
关键词
数智时代
体育营销
品牌赋能
用户互动
精准传播
digital intelligence era
sports marketing
brand empowerment
user interaction
precision communication
