| 融合媒介时代奥运会媒体营销现状与启示 |
| |
| 引用本文： | 王晓东.融合媒介时代奥运会媒体营销现状与启示[J].体育科学研究,2012(2):1-4. |
| |
| 作者姓名： | 王晓东 |
| |
| 作者单位： | 广州体育学院体育新闻与传播系 |
| |
| 基金项目： | 国家体育总局体育社会科学研究项目(966SS06098) |
| |
| 摘 要： | 运用文献法对奥运会媒体营销现状进行了研究,结果发现:奥运会媒体营销朝着全媒体化和融合化的方向发展,奥运会传播的规模日益扩大,奥运传播的复杂性也与时剧增,奥运媒体营销的成果也日益辉煌。北京奥运会作为融合媒介时代的第一届奥运会,东道主中国的成功组织和选手们的优异表现使北京奥运会媒体营销成为传播史上的奇迹。北京奥运会媒体营销的成功也预示着,在媒介融合时代奥运会传播面临着更美好的前景,奥运传播将给奥运会未来发展带来更强大的推动力。
|
| 关 键 词： | 奥运会 媒体 营销 |
The Status Quo and Inspiration of Media Marketing in Olympic Games |
| |
| WANG Xiao-dong.The Status Quo and Inspiration of Media Marketing in Olympic Games[J].Sports Sciences Researches,2012(2):1-4. |
| |
| Authors: | WANG Xiao-dong |
| |
| Institution: | WANG Xiao-dong(Department of Sports Journalism and Communication,Guangzhou Sport University,Guangzhou 510500,China) |
| |
| Abstract: | Based on the documentations research on media marketing of Olympic Games,the authors found that the media marketing of Olympic Games advanced in the direction of all media-orientation and integration.The scale of spread of Olympic Games is expanding,the complexity of spread is increasing sharply and the results of Olympic marketing are splendid.As the first Olympic Games in convergence media age,it is the host country China’s successful organization and the outstanding performances of all athletes that made a media marketing in Beijing Olympic Games a miracle in communication history.The success of media marketing in Beijing Olympic Games also predicts that the spread of Olympic Games has a better prospect in convergence media age,and brings a stronger impetus to the development of Olympic Games in the future. |
| |
| Keywords: | Olympic Games media marketing |
| 本文献已被 CNKI 等数据库收录！ |
|
