Research On The Application Of New Media In Olympic Marketing

With the development of digital information technology,the media market environment changes,consumers receive and spread the information habits gradually change,the use of traditional media for Olympic marketing market share gradually reduced,the new media,Olympic marketing show a clear advantage for How to adapt to the changes of the market environment Reasonable use of new media for Olympic marketing research has a very strong practical significance.This paper mainly analyzes the problems of the new media Olympic marketing from the three aspects: the reasons,the characteristics and the channels,sums up the problems in the marketing of the new media and puts forward the relevant marketing countermeasures.It is hoped that through the discussion of the new media Olympic marketing,Enterprise Olympic marketing direction to provide reference.In this paper,the literature,case analysis and interview method as the research method,through access to domestic and foreign media,Olympic marketing,new media and corporate marketing combined with the relevant information,the new media,marketing,Olympic marketing concept to define Marketing communication theory,event marketing theory and 4P marketing theory as the theoretical basis,analyze the reasons,characteristics and channels of the Olympic use of new media for the new media,and carry out the contents and tactics of the marketing activities of the new media during the Rio Olympic Games Research and summarize the problems of the use of new media for Olympic marketing,and put forward relevant countermeasures.The conclusions are as follows:1.Enterprise Olympic marketing refers to the Olympic Games as a marketing carrier,through the development of marketing strategies,the spirit of the brand and the Olympic spirit of integration,enhance brand reputation and customer loyalty,the product selling points and the Olympic hot events and characters associated with the promotion of products Sales of a series of marketing activities.2.The emergence of new media has changed the pattern of traditional marketing,new media marketing with audience accuracy,timeliness,information,mass,communication and other characteristics of interaction.3.Rio Olympic Games,enterprises use live broadcast for Olympic marketing as a new channel.4.Anta Sports During the Rio Olympic Games,the rational use of new media for Olympic marketing,the development of appropriate Olympic marketing strategy,the ANTA Sports in the Rio Olympic Games after the brand awareness increased by 17%,and achieved good Olympic marketing results.5.Enterprises using new media for Olympic marketing is not yet mature,there are still many problems.