Research On Tencent NBA Game Network Integrated Marketing Communication

Integrated Marketing Communication theory is a marketing communication idea,regarded by enterprises as the 21 st century to obtain market advantage of strategic weapons.The theory of IMC has received extensive attention both at home and abroad,and has produced rich academic achievements.With the ever-changing marketing communication environment,integrated marketing communication(IMC)theory has been developed in the practice of marketing communication.In the Internet Age,the application environment of integrated marketing communication(IMC)theory has changed.In Internet Era,the network has not only brought the transformation of marketing communication methods and means,but also changed the way consumers get information and consumption habits,and further altered the marketing communication environment.The profound change of the integrated marketing communication environment gives the integrated marketing communication theory new connotation,the academic world carrys out research on the network integrated marketing communication and constructs the network integrated marketing communication model.The NBA is one of the most successful professional sporting events that has a wide range of influence in the world.In China,NBA has a huge group of fans and marketing market.Tencent as the largest integrated service provider of Internet services in China,and the deep cooperation with the NBA has won the NBA 5 years of exclusive network broadcast rights,as the NBA exclusive partner.According to the NBA tournament resource marketing needs,Tencent specializes in setting up NBA channel as NBA sports network integrated marketing communication platform,and now has developed into an important platform for fans to get NBA event information.Tencent's marketing of the NBA tournament makes full use of the network integrated marketing communication strategy which it mainly includes three aspects: access to exclusive NBA tournament network broadcast rights,in order to integrate the core of marketing communications resources;using Tencent's own social media user aggregation advantages to create NBA marketing marketing platform and to explore the profit model.In the Internet Era,Tencent NBA tournament network marketing strategy is highly worthy of attention.This paper applies the methods of literature analysis,text analysis and logic analysis,and combines the knowledge of media economics,marketing,communication and so on,and uses the Integrated Marketing Communication theory to systematically analyze the network marketing communications of Tencent NBA tournament.this paper believes that on the NBA marketing strategy,Tencent company shows a comprehensive embodiment of the network integrated marketing communication concept: customer-focused and establishing relations with customers;based on the marketing of products,integration of core resources,improving product quality;building the best marketing communication system;exploring innovative profit model,and ultimately achieving the goal of corporate profit.Finally,the paper further demonstrates the guiding significance of network Integrated Marketing Communication(IMC)theory in the practice of Internet company sports marketing.