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2024体育营销白皮书-AI时代体育流量新玩法

广告门会员 2024-07-26
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梁玟玟 自由撰稿人 关注
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数据显示,2023年中国经常参与体育锻炼的人口超5亿,2023年中国体育消费规模为1.5万亿元,预计2025年将增长至2.8万亿元。《2023体育营销白皮书》从社媒表现上看,2023年各大主流体育运动声量也均有30%左右的提升。从这些趋势可以看出国民对于体育的关注程度逐渐提升,消费者对于体育及相关营销的关注也持续热衷,从消费端为体育营销具备了良好的基础。


而从品牌方的角度而言,2024年作为赛事大年,体育营销无论是从营销策略选择上,还是从营销效果表现上,均受到了更多的关注。今年的中国市场在体育营销上面会有非常大的变化,我们总结了四大变局,以及应对策略


变局1:营销对于品效的追求交替变化,更好的平衡两者是穿越周期的主旋

变局2:体育营销需要越来越关注消费者的运动标签的丰富性及重要性

变局3:赛事的数字化提供更多体育数字资产,让体育营销也可以打通全域营销链路

变局4:AI浪潮带来的体育IP新机遇


变局详细内容及应对之策,请下载PDF后查看:


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关联公司: 暂无
标签: 体育营销 AI 营销趋势洞察 数据报告
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