The Study On The Composition And Marketing Of Sports Media Products

The Sports Media Industry is an independent industry which created by the merging of the Sports Industry and The Media Industry. It has become the core department in the system of the Sports Industry, and created a huge social benefit and economic benefit. Sports Media Products play a core role in the Sports Media Industry, and play as an important carrier for the general sports consumers to watch sports games, search sports information, and satisfy their spiritual and cultural needs. In the developed western countries, The marketing of Sports Media Product has become an important means for sports organizations to make profit, has now formed a mature marketing model.This article takes Sports Media Products and their marketing models as the research object, and uses the methods of documentary, together with logic analysis. Through the review of books, document literature and Chinese-foreign website, and summarizing related information, we are able to induce the concept, characteristics and structure of the Sports Media Products. In discussing the marketing mode, this article combed the developing history of sports media products marketing, and selected different types of event marketing mode as a case, such as the Olympic Games, the FIFA world cup and the Bundesliga. And.finally to analyze the marketing model of the Sports Media Products. And from this aspect, This article offers some related suggestions for the development of Sports Industry in our country.Research has found that the Sports Media Products is a kind of independent spirit culture products. With the participation of sports organizations and media organizations, with all kinds of sports, game and entertainment information for the production of raw materials, with the help of media platforms and technology, to create the sum total of all kinds of tangible cultural goods and intangible service. The Sports Media Products play as a carrier for the sports media organizations and other industry department to realize the exchange of social value. The core products of Sports Media Products are a variety of products which provide live video service in all kind of media platforms. The extend products are the media products which created in the media platform around the core products. Sports Media Product has the following characteristics:high value-added products, the protection of the intellectual products; The diversity of competition and the immunity of competition based on fans’ loyalty; the feature of entertaining based on event, value evaluation of uncertainty and subjectivity, and the immediacy of consumption.Based on these characteristics, in the process of marketing, in order to provide customers with high quality of media products, and complete the transaction in the form of media rights to buy and sell, the events organization will elaborate to design the compound mode of the core product and extend product in the Sports Media Products. Through Sports Media Products marketing activities, sports organizations and stakeholders in the sports market have established a good interactive relationship, and finally achieve a mutual benefit and win-win results.