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论文编号：	8038
作者编号：	2120132716
上传时间：	2015/12/10 15:44:38
中文题目：	“心动吧”体育网站营销战略研究
英文题目：	The Study on “XINDONG BAR” Sports Website Marketing Strategy
指导老师：	刘建华
中文关键字：	“心动吧”，体育O2O，营销战略
英文关键字：	XINDONG Bar, O2O, Marketing Strategy
中文摘要：	“心动吧”是一家立足于体育项目的网站。我们作为一家初创型的企业，我们公司的经营项目定位于体育及其相关产业，重点在于如何发展和推进民间体育的发展，同时探索民间体育经济的经营模式，通过“互联网+”技术，将传统的体育行业通过一些新的技术手段得到促进和发展。目前随着中国体育在国际赛场上捷报频传，中国足球超级联赛为代表的职业联赛不断升温，体育的热潮在中国大地不断升温，特别是中央领导的重要指示以及政府的相关文件的指引作用下，在未来的十年，中国的体育产业会成为我国经济发展中一个不可忽视的重要组成部分。在这样的一个重要变化阶段，我公司看准这样的发展态势，根据自身的情况，明确了在这个细分市场中，逐步发展自身业务。为了能够抓住机遇，本文为“心动吧”网站设计了以服务营销为核心的发展战略，而服务营销中又以营销整合为重点。通过提升“心动吧”网站的整体对用户服务能力，提高“心动吧”网站的市场竞争力。从营销整合的重点和难点来看，营销整合的关键在于通过打破用户传统思维的固化，作为初创型企业，首先应该立足于市场和用户的实际情况，同时结合自身的实际条件，确定公司的发展规划和营销战略，在大的方向指引下，一方面在要服务产品，服务流程上下功夫，充分挖掘用户的“痛点”和“兴奋点”，以此作为公司产品的“卖点”和用户的“买点”，利用现下非常有效的自媒体宣传手段来推进服务产品的传播，另一方面，深挖用户的体验，在服务流程设计上用心设计，做好O2O中“to”的作用，为商家和用户搭建最完美的信息传递和宣传桥梁。在良好的资金保障，技术保障以及组织人员保障下，确保我们的营销战略和策略能够切实落到实处，也确保我们的服务产品能否实实在在为用户带来便捷，在运动之余感受到身心的愉悦。
英文摘要：	"XINDONG BAR" is a website based on sports events. As a start-up company, our company is located in sports and related industries, the focus is on how to develop and promote the development of folk sports, while exploring the business model of the folk sports economy, through the "Internet +" technology, the traditional sports industry through some new technical means to promote and develop. In the next ten years, China's sports industry will become an important part of China's economic development. In such an important change stage, I spotted this development trend, according to their own situation, clear the in this segment of the market, and gradually develop their own business. In order to be able to seize the opportunity, this article for the "heart bar" website design to service marketing as the core of the development strategy, and service marketing and marketing integration as the focus. By improving the heart of the whole of the site to the user service capabilities, improve the "XINDONG BAR" website of the market competitiveness. From the focus and difficulty of marketing integration, marketing integration is key by curing break the traditional thinking of the user, as a start-up enterprise, first of all should be based on the actual situation in the market and users, combined with the actual conditions of their own, to determine the development plan and marketing strategy of the company, in the direction of the guidelines, on the one hand to service products, service processes work, to fully tap the user "pain points" and "excitement", to promote the dissemination of service products by now very effective means of publicity from the media, on the other hand, deep user experience, carefully designed in the service process, do O2O in "to" the role, build the perfect information transfer and publicity bridge for businesses and users.
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