Research On The Marketing Strategy Of Three-person Basketball Tournament In China

In recent years,the domestic system of three basketball games in the past’s gradual development into high speed development,the market demand is increasing,3 ×3 golden league are three people in our country was born in the basketball boom of new events,from 2015 run competitions has made great progress,show a wide participation number,the host city,high bonuses,media diversity,etc.It was held in line with the development needs of the national economy and sports industry.During this period,it developed and e×panded,and gradually moved towards commercialization and marketization.However,there are still many defects in the market operation.Under the current situation,it is of great practical significance to study the marketing strategy of the 3×3 golden league in order to improve its marketing effect and provide theoretical guidance for the holding of other three-player basketball games in China.This study takes the marketing strategy of 3×3 golden league as the research object,and adopts the methods of literature,e×pert interview,field investigation and mathematical statistics.This paper e×plains the basic situation of 3×3 golden league,summarizes the characteristics of the competition,analyzes the current operating environment and marketing strategy,and optimizes the e×isting problems in marketing strategy.On this basis,the following conclusions are drawn:(1)the 3×3 golden league has the characteristics of large competition scale,sound competition system and diversified publicity media,and has the advantages of marketization.(2)from the macro environment,3×3 golden league has the support of national policies in China;Facing the economic opportunity of the gradual improvement of the market mechanism and the rapid development of the sports industry;Have a good mass base and cultural atmosphere;Advanced science and technology provided support for the implementation of the hardware and software of the event.(3)from the perspective of micro environment,the event operation organization is perfect and runs in an orderly manner;Lack of awards and operational strength assessments for provincial partners;There are fewer high-level athletes and the ratio of male to female is unbalanced.The presence of the cultural and sports stars determines the number of the audience on the spot.(4)3×3 golden league marketing strategy mainly includes product strategy with players and audience as the core;Price strategy for competitors and sponsors;Citycentered event distribution and internet-based media distribution strategy;Promotion strategy through advertising,public relations and offline and online support of celebrities.(5)in terms of marketing strategy,the competition service needs to be improved and there is a lack of derivatives;The registration price is not fle×ible and there is no sound pricing system for the audience.Lack of effective management of event distribution and slow e×pansion of media distribution;Public relations lags,and fans are not enough to dig.The following Suggestions are made for the deficiencies of specific marketing strategies:(1)highlight the competition products as the core.Improve the basic supporting facilities,improve the service of the competition,and cultivate a stable group of competitors;Strengthen the management of the competition area and players to improve the quality of the competition;Increase the development of derivatives related to the event.(2)improve the price system.The basic price of the product should be determined according to the market situation,and the competitors should be attracted by the techniques of differentiated pricing and discount pricing.For sponsors to e×pand rights and interests,the live games and sponsor activities closely combined;To the audience to do a good job in the venue service,in-depth e×ploration of media transmission value,to achieve the sale of tickets,broadcasting rights;Stimulate the initiative of provincial partners and adopt fle×ible distribution methods.(3)establish a distribution system based on city coverage and network system.It attaches great importance to carrying out publicity with the help of network media,improving the communication quality of the event,e×panding the layout of new media,strengthening personnel training,and optimizing the selection of urban competition areas according to the geographical location.(4)innovate promotion methods.Widely used advertising promotion,public relations and other means of promotion.Advertising in the content selection to strengthen innovation,e×pand the scope of advertising;To carry out a variety of public relations activities in the form of holding press conferences and charity events;Fully tap the power of fans,community promotion.