Tencent Sports NBA Marketing Strategy Research

Since 2014,the State Council issued several opinions on accelerating the development of sports industry and promoting sports consumption,which put forward: "relax the restrictions on the broadcasting right of sports events,and all kinds of sports events at home and abroad,except the Olympic Games,Asian Games and World Cup football match,can be directly purchased or transferred by TV stations the State Council.Some opinions on accelerating the development of sports industry and promoting sports consumption." The implementation of the policy provides a good external environment for the domestic market development of new media copyright.By using the methods of literature review,expert interview and comparative study,this paper studies the marketing strategy of Tencent NBA,combs the marketing strategy and development direction of sports events under the background of new media,and puts forward corresponding strategy optimization,so as to make some contributions to enrich the sports event marketing theory under the background of new media,and provide certain reference for the sports event marketing industry,In order to further promote the vigorous development of China’s sports industry,we should do our best.The main conclusions are as follows:(1)The acquisition of exclusive copyright of Tencent NBA provides Tencent sports with the greatest competitiveness.It has the characteristics of scarcity and exclusiveness.Tencent video has become the only channel to watch NBA Live broadcast.Centering on the exclusive event IP,it has initially formed the mode of UGC(user original)+ PGC(professional content output),and gradually formed multi-directional and rich NBA products to meet the various needs of users.(2)At present,the pricing strategy of Tencent sports NBA is based on the combination of demand-oriented and value oriented.Taking into account the user’s demand for products and beyond the product or service itself,customers feel unique value.But without considering the cost orientation,it is difficult to achieve the balance of revenue and expenditure.(3)Tencent NBA basically uses its own channels for marketing,and the flat channel system forms a stable interactive relationship between enterprises and users.However,Tencent’s users gradually tend to be saturated,which is not conducive to expanding the scope of cooperation and audience compared with competitors,and has a certain impact on the drainage and investment promotion.(4)Through the frequent display of NBA related information,there is a certain publicity effect,but users are easy to have a sense of boredom and resistance.(5)The comprehensive standard market segmentation is more reasonable than Tencent,which has a large number of users.(6)Tencent NBA’s differentiated marketing strategy attaches great importance to the characteristics of individual differences of users,and its products are customized to meet the needs of different groups of people.(7)Major changes have taken place in the subject and object status of product positioning.Internet enterprises are not only carriers of events,but also Tencent has begun to use NBA event IP to expand its popularity,improve its influence and enhance its business value.