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返回>【天佑德讲堂】新英体育总裁喻凌霄:体育产业的核心价值
天佑德青稞酒 天佑德青稞酒 2018-04-23

  JINRI,YINGTIANYOUDEQINGKEJIUYAOQING,XINYINGTIYUCHUANMEIJITUANZONGCAIYULINGXIAOZAIZHONGGUOCHUANMEIDAXUEGUANGGAOXUEYUANYANBOSHIZUOLETIWEI“TIYUCHANYEDEHEXINJIAZHI”DEYANJIANG。

  体育产业的核心价值

  赛事组织

  SAISHIZUZHI。SAISHIJINGGUOLEJINBAINIANDELISHIYANGE,TAYUANLAIZHISHIYIGEQUYUXING、SHEQUXINGDEXIANXIAHUODONG。XIANZAIDESAISHIZUZHIZHONGYOU:GUOJIZULIAN、OUZULIAN、YAZULIANDENG。HAIYOUYIXIESHANGYEXINGZUZHI:YINGCHAOLIANMENG、XIJIALIANMENG、NBA、FAJIALIANMENGDENG。

  ZAISAISHIZUZHIZHONG,HEXINSHICANYUZHE,ZHUYAODECANYUZHEJIBENFENWEIJIGELEIXING:DIYIYIGUOJIADUIXINGSHIJINXINGCANYU。DIERJULEBUCANYU,JULEBUSHIZHEISANZHONGXINGSHIZHONGZUIZHONGYAODECANYUFANGSHI。DISANSHIYIGERENWEIDAIBIAOCANYU,BIRUWANGQIUBISAI,GAOERFUQIUBISAIDENG。

  赛事营销

  SAISHIYINGXIAOYOULIANGZHONGXINGSHI,YIZHONGSHIZIJIYUNYINGSAISHI,YUNYINGFANGSHIYINBAWEIDAIBIAO,NBASUOYOUDESHANGYEYUNDONGMEITIZANZHUQUANYI、MEITIQUANYIDOUYOUNBALIANMENGZUZHIZIJIZHIXING。LINGYIZHONGSHISHOUQUANYINGXIAOJIGOU,ZAIOUZHOUDETIYUSAISHILIBIJIAODUO。

  媒体播出

  ZAITIYUCHANYEZHONG,ZHEIYIBANKUAIHENGUANJIAN,TAJIANGJUEDINGSAISHIZAIMEITIDUANRUHEBOCHU。

  BANSUIZHEJISHUDEFAZHAN,DIANSHICHANSHENGYIHOUDUITIYUXINGYEDAILAILEJUDABIANGE。TIYUCHANYEFAZHANYUMEITIJISHUFAZHANMIQIEXIANGGUAN,MEIYICIMEITIJISHUFAZHANJIDATUIDONGLETIYUCHANYEFAZHAN。

  SUIZHEDIANSHIJISHUDEBUDUANFAZHAN,CHUANBOJISHUDEBUDUANFAZHAN,TIYUYIJINGBUSHIYIGEBISAIERYI,TACHENGWEILEYIGEZUIZUIYOUJIAZHIDENEIRONG,SHIYIGEJIJUCHUANBOLIDENEIRONG,SUOYITIYUDEDIYIGEHEXINJIAZHISHIYOUZHINEIRONG,ZHEISHIWOJIDEDINGYI。

  体育产业的利润和估值

  WOMENZAITIYUCHANYEZHONGZHAOLE6JIAZHIMINGQIYEQIZHONGBAOKUOZHUMINGDETIYUGONGSIHEJULEBU,XIWANGCONGTAMENDEGUZHI(SHIZHI)HENIANDULIRUNDEJIAODU,LAIWEIDAJIACHENGXIANYIXIATIYUCHANYEDESHENGCUNZHUANGTAI。

  体育产业的核心生意

  DAJIAZAIJIANGGANGCAIXINGYESHUJUKANQINGCHUYIHOU,WOMENJIUKEYILAIJIEDUANXINGDEZONGJIEYIXIATIYUCHANYEHEXINDESHENGYIDAODISHISHENME,WEIRAOSHENMELAIZUOSHENGYI。

  WOYIGERENDEJINGYANLAIKAN,TIYUCHANYEDEHEXINSHENGYIYOULIANGKUAI,ZANZHUHEMEITI。ZAIZHENGGETIYUSAISHILIYAOWEICHIHAOYUNYING,BIXUYOUDAGUIMOSHOURU,SHOURULAIZILIANGKUAI,YIGEZANZHUYEWU,YIGEMEITIBANQUANDESHOUMAI。

  免费模式和收费模式

  MEITIBOCHUMOSHIHENJIANDAN,LIANGGEBUFEN,YISHIGUANGGAOSHOURUMOSHI,ERSHISHOUFEIMOSHI。ZAIOUMEISHICHANGSHANG,MUQIANZHULIUMOSHISHISHOUFEIMOSHI。

  ZAIGUOQU,HULIANWANGSHOURUMOSHISHIGUANGGAOMOSHI,SUIZHEJISHUDEBIANHUA,XINGYEDEGUANNIANYESUIZHIFASHENGLEBIANHUA。GUANNIANSUIZHEJISHUDEBIANHUA,ZAIZHENGGEGUOJITIYUSHICHANGSHANGFUFEIMOSHIZHANZHUDAODIWEI,YINGCHAODAGAIZAIQUANSHIJIEFANWEISHOUFEIMOSHIZHANDAO90%。

  OUMEIZHULIUSHICHANGTONGGUOZHIBOWEIXINGDESHOUFEIZHENZHENGJIAOYULEYONGHURUHEFUFEIKANDIANYING,DANSHIZHONGGUODECHUANBOJISHUZHIJIECONGMONIDIANSHIDAOSHUZIDIANSHIZAIDAOHULIANWANG,JISHUYUEJINLE,DANSHIZHONGGUOSHAOLEZHEIGEGUOCHENG,DAOZHIGUANNIANMEIYOUHULIANWANGJIWOMENDAILAIDEZHENDI,BIANSHIYONGHENGZHUTI。KUAISUBIANHUARANGSUOYOUDESHENGYI、XINGYEYOUSHENGLIETAIDESUDUYUELAIYUEKUAI,XIANZAIXIANGKAIYIGEBAINIANLAODIANTAINAN。

  CONGJIEJIANCHENGSHUSHICHANGJINGYANLAIKAN,MIANFEIHEFUFEIXIANGJIEHEDEMOSHI,KENENGGENGSHIHEZHONGGUOSHICHANG。

  优质客户青睐于优质内容

  ZANZHUSHANGWEISHENMEYAOTIYUZANZHU?DANGNIANZUQIUMIYOUYIGEJINGDIANJIYIJIAOFENGTIANBEI,ZHEISHIDANGNIANJIYIYOUXINDEJINGDIANSAISHI,YESHIYIGEJINGDIANYINGXIAOANLI,RUTONGTIANYOUDEQINGKEJIUZANZHUZHONGWANG。

  体育核心价值兼具传播力和美誉度

  TIYUDECHUANBOLIHEMEIYUDUFEICHANGZHONGYAO,YIGEJICHUANBOLIHEMEIYUDUYUYISHENDENEIRONGBURONGYI,ZHONGGUORENYOUYIJUGUHUA,HAOSHIBUCHUMEN,HUAISHICHUANQIANLI。

  CONGZANZHUJIAODULAISHUO,PINPAIDECHUANBOLIHEMEIYUDUZAIWEILAIHUIBANGZHUZHONGGUODEQIYEZOUXIANGQUANQIU,DALIANGDEZHONGGUOZHIZAOPINPAIWEILAIDOUMIANLINZOUCHUQU,WOMENDEZHONGGUOZHIZAOYIJINGZOUGUOQIANERSHIDUONIANJIAGONGMEIYOUPINPAIDELISHI,WEILAIDESHINIANJIUSHIZHONGGUODEZHIZAOPINPAIYAOZOUXIANGQUANQIUSHIDAI,TIYUZANZHUSHENGYIHUIYINGLAIZHONGGUODEHUANGJINSHINIAN,SUOYITIYUNEIRONGJIANJUCHUANBOLIHEMEIYUDU。

  注意力经济下的品牌价值

  HULIANWANGZUIZHONGSHIZHUYILIJINGJI,JIRANSHIYIGECHUANBOFANGSHIDEGEXIN,ZHUYILIJINGJIDAILAIDEWENTISHIZHUYILIYUELAIYUEJIZHONG。

  CHUANBOJISHUFAZHANDEBIANGEDOUSHIGENBENXING,YUANLAIMEIYOUCHUANBODESHIHOU,ZHIYOUQIUCHANGFANWEISHIGONGLI,YIGEXIAOCHENGSHIZHOUMOKANKANQIU。DIANSHIZHUANBOYIHOUKUODADAOLEYIGESHIYIGESHENG,HULIANWANGFAZHANYIHOU,QUANQIURENDOUZAIGUANZHUMOUCHANGBISAI,MOUYILIANGGEQIUDUISHANG。YAOXIANGCONGGUANZHUDEQIUDUISHENSHANGFENZOULIULIANGHEGUANZHUDU,HENNAN。XIANZAIDINGJIANDELIANSAIHEJULEBUDENEIRONG、IPYIJINGSHIQUANQIUHUAGUANZHU,YIQIANBAYIGEFEIQUANQIUHUAGUANZHUDEDONGXIZHUJIANKUODA,NEIRONGFANGYONGYUANYAOTUIGUANG,YAOKUODAZHUYILI。DANGKUODAYIHOU,HULIANWANGZUOYONGHUIMANMANYUELAIYUEJIZHONG,ZUIHOUJIZHONGDAOJIGEDINGJIDEIP、JIGEDINGJIQIUYUANSHENSHANG,QITAYEHUIYOUGUANZHU,DANSHIQIANGZHEYUQIANG,RUOZHEYURUO,CHAJUYUELAIYUEDA,ZHEISHIGUANZHUDUJINGJICHANSHENGDEJIEGUO。

  中国体育平台对媒体付费的探索

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  媒体平台的趋势,破界融合

  MEITIPINGTAIWEILAIDEFAZHANQUSHI,POJIERONGHE。YIQIANMEITIPINGTAI、SHIPINWANGZHAN、DIANSHANG、SHEJIAOPINGTAI、MENHUWANGZHANFENDEHENQINGCHU,BIRUALIDIANSHANG,JINGDONGDIANSHANG,TENGXUNSHEJIAO,TENGXUNSHIPINSHIMEITI,WEILAIHULIANWANGKENENGBIANJIEHENKUAIHUIBEITUPO。

  YINWEIBIANJIETUPO,SHANGYEMOSHIKENENGHUIFASHENGBIANHUA,DUIWEILAIQUSHIDEKENENGPANDUAN,ZHONGYOUYINGXIAOJIGOUSHENGCUNKONGJIANHUIBEIJIYA,SAISHIFANGHEPINGTAIFANGHUIZHIJIEDUIHUA,NEIRONGKEYITONGGUOHULIANWANGDEMOSHIZHIDAYONGHU。YINGLIMOSHIHUIBIANHUA,GUANGGAOZANZHUHEDINGYUESHOURUYEKENENGHUIFASHENGBIANHUA。

  未来媒体发展趋势

  KUAJIEMOSHI,NEIRONGZHIDAYONGHUMOSHI,BUGUANHULIANWANGHAISHISHENME,ZUIZHONGDESHANGYELUOJIDOUYIYANG。XIWANGYONGHUDUOLAI,DUOGUANG,WULUNSHITAOBAO、JINGDONGHAISHIYAMAXUN。YAMAXUNBUSHIZUOMEITIPINGTAI,BUSHIZUOTIYUGONGSI,ZHISHIXIWANGHUIYUANGENGYOUXIYINLI。TIYUNEIRONGHEYONGHUCHANSHENGLEGENGHAOLIANJIE,GENGHAOZHANDU。DUOZHILIUYIFENZHONG,DUOZENGJIAYICIPINCI,ZHEIMEHAILIANGDEYONGHUQUN,DUIYAMAXUNKENENGTIGAOLIANGGEBAIFENDIANSHOURU,SHOURUMOSHIGAIBIANLE,ZHEISHIYINZANGZAIBEIHOUDESHANGYELUOJI。

  优质内容是客户与用户的纽带

  SUIZHEHULIANWANG、KUAJIEDETUPO,SHANGYELUOJIYEHUIBIANHUA,TIYUDEHEXINJIAZHISHITONGGUOCHUANBOYIJINGBIANCHENGYIGEYOUXIUDENEIRONG,YINWEIYOUZHIDENEIRONG,SUOYIXIYINHENDUOYOUZHIDEYONGHU,XIYINHENDUOYOUZHIYONGHUHOU,FANGUOLAIHUIXIYINHENDUOYOUZHIKEHU。DANGKEHUZHANZAIAOYUNHUIHESHIJIEBEISAICHANGSHI,JIGUANZHONGRENZHIJIUSHIYIGEZHUMINGDEYOUZHIPINPAI,PINPAIXINGXIANGFEICHANGHAO。ZUIZHONGGUINAYIGETIYUHEXINJIAZHIYOUZHEISANGEBUFENZUCHENG,ZHEISANGEBUFENHEXINJIAZHIDELAIYUANSHIYINWEITIYUCONGYIGESAISHITONGGUOJISHUDEFAZHANHECHUANBODEJIAQIANG,GUANZHUDUJUJIAO,CHENGWEIYIGEQIANGYOULIDEYOUZHINEIRONG,YONGYOUZHIDENEIRONGLIANJIEYOUZHIDEKEHUHEYOUZHIDEYONGHU。SUIZHEHULIANWANGJISHUHESIWEIDEFAZHAN,BIANXIANMOSHIHEYINGLIMOSHIKENENGHAIHUIYOUGENGDADEBIANHUA。

  ZAIZHEIGEXINGYEBUJINYAOKANGUOQU,GENGYAOSIKAOWEILAI,DANSHIDUIZHONGGUOLAIJIANG,TIYUCHANYEGANGGANGQIBU,WEILAIQIANJINGWUXIAN,DAYOUQIANTU,XIEXIEDAJIA。