Research On Integrated Marketing Communication Of Track And Field Events Under Internet Thinking

Despite the large scale and high level track and field events,fierce competition,track and field events are more and more difficult to get more attention with the development of information technology.The economic benefits of track and field events lag behind basketball,football and other sports.Therefore,in the Internet era,how to improve the degree of social concern on rack and field events so as to further enhance the comprehensive benefits of economic and social events,is one of the research topics.This paper takes the integrated marketing communication of track and field events as the research object,using the method of literature,expert interview,questionnaire,etc.analyzed the current situation and characteristics of track and field events,put forward the Internet thinking reflected in track and field events marketing,Taking 2015 Wuhan Asian Athletics championships as an example,from product,audience,user experience three levels,analyzed the problems in integrated marketing communication of track and field events.Combined with the theory of integrated marketing communication,this paper puts forward the integrated marketing communication strategy of track and field events under the Internet.The main conclusions are as follows:1.The core value of track and field events under the Internet thinking turn from competitive value to user experience.2.Marketing communication characteristics of track and field events include:(1)The purpose of marketing communication are the integration of highlight the user experience and the competitive characteristic.(2)Marketing communication source has strength,credibility and attraction.(3)Marketing communication content are objective and user relevant.(4)Marketing communication media have the characteristic of periodical and new medicalization.3.2015 Wuhan track and Field Championships in Asia,the characteristics of the direct consumers are:to young people in low-income groups,most of the track and field events do not understand.The information in the traditional media channels or TV broadcast;watch the events long time interval;the most willing to work with friends and classmates together to watch the events;most choose through the network and store tickets,but looking forward to watch the event tickets;consumers would choose to send my circle of friends.4.The main factors that hinder consumers to pay to watch the game from the event management,consumer knowledge of track and field events.The interests of the consumers in the track and field events are mainly from three aspects:the internal driving force,the social identity and the education of the future generations.5.2015 Wuhan Asian Track and Field Championships consumer satisfaction is not high.The main factors that are not satisfied with the lack of participation in the event,the viewing is not high,the festival atmosphere to create environmental issues.For consumers with money,services and other direct stimulation of the activities,the most likely to have a good experience in the consumer.6.In 2015,the integrated marketing communication of Wuhan Asian Athletics Championships was not carried out,the effect of marketing communication was general,and the communication channel was single.