Research On Marketing Strategy Of A Football Club Under The Mode Of "Internet +"

"Internet +",a new development form arising from Internet thinking,is a pattern evolution of Internet under the Knowledge Society Innovation 2.0,which can effectively promote social and economic progress.In short,"Internet +" can also be understood as the combination of the Internet and different industries,and accordingly many products and services focused by consumers are derived from upgrading and transforming of traditional industries,such as take-out platforms,video platforms,electronic malls,etc.,all of which are the products of “Internet+”.In the context of "Internet +",the mobile Internet platform has gradually become an important channel for commercial operations in various industries.In cooperation with other offline marketing channels,it is able to break through the time and regional restrictions of traditional marketing,and greatly broaden the enterprise market,providing new ideas for enterprises to innovate in operation and management.Football is a sport with a high degree of attention in China,so all the football clubs also show great concern for its derivative products.Thus how to apply the advantages of the Internet and then occupy a certain market share is a problem facing all football clubs.Therefore,considering the wide application of "Internet +",this paper,with marketing as the breakthrough point,explored the optimization method of marketing strategy of professional football clubs under the mode of "Internet +".Based on the concepts and theories related to corporate marketing,the author took A football club as the case,by means of questionnaire survey,case analysis,literature analysis,and interview method,to investigate and analyze the club’s marketing status,so as to excavate possible problems of A football club in the marketing process under the "Internet +" mode.In view of these problems,this paper put forward the optimization of the football club’s marketing strategy based on "Internet +" mode,in order to improve the marketing system of the football club.First of all,the author got the concepts and theories needed for the research by reviewing a large number of documents,including marketing concepts,network marketing connotations,"Internet +" connotations,"Internet +" marketing strategies,marketing mix theory and STP marketing theory.Secondly,taking A football club as the typical case,this paper analyzed the marketing environment and current situation of A football club under the "Internet +" mode in detail.Through analyzing the current marketing situation,this study found out the existing problems in marketing strategy.Thirdly,on the basis of the above analysis,the author optimized the marketing strategy of A Football Club by relying on the idea of Internet development so as to improve the marketing situation of the club.Finally,the paper put forward the safeguard measures for the smooth implementation of marketing strategy.