摘要
传播营销是提升办赛水平、扩大赛事影响力的关键所在。运用文献资料法与逻辑分析法,对中国大学生排球联赛传播营销的历史演进和现实困境进行剖析,进而提出融媒体时代下中国大学生排球联赛的传播营销策略。研究认为,中国大学生排球联赛经历了初创与更名探索阶段(1989—2009年)、徘徊与滞缓发展阶段(2010—2017年)、革新与快速发展阶段(2018—2019年)、融合与彷徨发展阶段(2020年至今)四个阶段。其传播营销发展存在着:宣传渠道有限、推广手段落后、市场化运作不足、商业化水平低、赛制安排不合理等现实梗阻,结合当前融媒体火热发展的时代机遇提出以下传播营销策略:重振官方数字传播平台,拓宽项目宣传推广路径;健全赛制与合作制度,构建规范化发展保障;优化商业化运营模式,拓展市场化多元收入渠道;深化体教融合机制,夯实竞技体育发展根基;构建层级化支线赛事体系,丰富赛事供给生态。
Communication and marketing are key to enhancing the quality of event organization and expanding the influence of sporting events.By adopting the methods of literature review and logical analysis,this study analyzes the historical evolution and practical dilemmas of the communication and marketing of the China University Volleyball Association(CUVA),and further proposes communication and marketing strategies for CUVA in the era of converged media.The research suggests that the development of CUVA has gone through 4 stages:the initial establishment and renaming exploration stage(1989-2009),the stagnation and slow development stage(2010-2017),the innovation and rapid development stage(2018-2019),and the integration and hesitant development stage(2020-present).The development of its communication and marketing is confronted with practical obstacles such as limited promotion channels,outdated promotion methods,insufficient market-oriented operation,low commercialization level,and unreasonable competition system arrangement.In response to the current era opportunity brought by the vigorous development of converged media,the following communication and marketing strategies are put forward:revitalizing the official digital communication platform to expand the channels for project publicity and promotion;improving the competition system and cooperation mechanism to build a guarantee for standardized development;optimizing the commercial operation mode to expand diversified market-oriented revenue channels;deepening the mechanism of sports-education integration to consolidate the foundation for the development of competitive sports;and constructing a hierarchical branch competition system to enrich the competition supply ecosystem.
作者
张笑涵
姜学森
房雪芹
ZHANG Xiaohan;JIANG Xuesen;FANG Xueqin(School of P.E.,Shandong University,Jinan 250061,Shandong,China;Shandong Experimental Primary School,Jinan 250001,Shandong,China)
出处
《山东体育科技》
2025年第6期28-33,共6页
Shandong Sports Science & Technology
关键词
CUVA
传播
营销
融媒体
赛事传播
CUVA
communication
marketing
converged media
event communication
