【摘要】：大數(shù)據(jù)時(shí)代,世界是被“數(shù)據(jù)”驅(qū)動(dòng)的。隨著周圍的事物慢慢都被“量化”,我們漸漸發(fā)現(xiàn)世界的本質(zhì)可能就是信息。而由于人們的生活水平不斷提高,體育也慢慢成為時(shí)代的主題之一。人們對(duì)于體育的需求不斷增加,這就需要對(duì)體育產(chǎn)品進(jìn)行營(yíng)銷來(lái)滿足日益增加的體育需求。在傳統(tǒng)的體育產(chǎn)品營(yíng)銷過(guò)程中,還是以圍繞營(yíng)銷者的“市場(chǎng)營(yíng)銷觀念”來(lái)進(jìn)行體育產(chǎn)品營(yíng)銷的,缺乏對(duì)體育消費(fèi)者需求的深入了解,營(yíng)銷顯得“動(dòng)力”不足。新的時(shí)代背景下,通過(guò)“大數(shù)據(jù)”對(duì)體育消費(fèi)者需求的深入挖掘,圍繞體育消費(fèi)者的“客戶觀念”進(jìn)行的營(yíng)銷方式成為了可能�！皵�(shù)據(jù)”將會(huì)改變體育產(chǎn)品的營(yíng)銷模式。本文就以大數(shù)據(jù)為時(shí)代背景,從營(yíng)銷學(xué)的視角,為促進(jìn)我國(guó)體育產(chǎn)業(yè)的發(fā)展,構(gòu)建了一套較為完整的“數(shù)據(jù)”驅(qū)動(dòng)型體育產(chǎn)品營(yíng)銷模式。該模式以定制體育消費(fèi)者“個(gè)性化”產(chǎn)品及服務(wù)為目標(biāo),以“數(shù)據(jù)”人才發(fā)展為中心,將體育消費(fèi)需求的滿足程度作為衡量標(biāo)準(zhǔn),使“數(shù)據(jù)”成為市場(chǎng)營(yíng)銷的核心驅(qū)動(dòng)力。該模式將有利于促進(jìn)我國(guó)體育產(chǎn)品的交換,并且有利于滿足群眾日益增長(zhǎng)的體育需求。主要結(jié)論如下:1、“數(shù)據(jù)”驅(qū)動(dòng)型體育產(chǎn)品營(yíng)銷模式構(gòu)建,通過(guò)運(yùn)用系統(tǒng)動(dòng)力學(xué)將“數(shù)據(jù)”作為驅(qū)動(dòng)力,改變體育產(chǎn)品的營(yíng)銷模式;2、“數(shù)據(jù)”驅(qū)動(dòng)型營(yíng)銷模式是指,為了更好地讓買賣雙方進(jìn)行產(chǎn)品交換,一切營(yíng)銷活動(dòng)均由“數(shù)據(jù)”來(lái)驅(qū)動(dòng),而這一系列由“數(shù)據(jù)”驅(qū)動(dòng)的營(yíng)銷活動(dòng)的整合,就叫“數(shù)據(jù)”驅(qū)動(dòng)型營(yíng)銷模式;3、“數(shù)據(jù)”驅(qū)動(dòng)型體育產(chǎn)品營(yíng)銷模式中,“數(shù)據(jù)”作為驅(qū)動(dòng)力,驅(qū)動(dòng)著體育產(chǎn)品市場(chǎng)分析、體育產(chǎn)品目標(biāo)市場(chǎng)定位、體育產(chǎn)品營(yíng)銷組合以及體育產(chǎn)品市場(chǎng)管理活動(dòng);4、“數(shù)據(jù)”驅(qū)動(dòng)型體育產(chǎn)品營(yíng)銷模式與傳統(tǒng)營(yíng)銷模式相比,更加注重體育消費(fèi)者“個(gè)性化”的私人定制,更加有效地促進(jìn)體育產(chǎn)品的交換;5、“數(shù)據(jù)”驅(qū)動(dòng)型營(yíng)銷模式的運(yùn)行機(jī)制的核心是“數(shù)據(jù)”人才的發(fā)展,通過(guò)人才發(fā)展促進(jìn)技術(shù)創(chuàng)新、協(xié)同管理以及保障“數(shù)據(jù)”的安全;6、“數(shù)據(jù)”驅(qū)動(dòng)型營(yíng)銷模式的評(píng)價(jià)機(jī)制的核心是對(duì)“體育消費(fèi)者需求滿意度”的評(píng)價(jià),評(píng)價(jià)是為了更好的對(duì)新營(yíng)銷模式進(jìn)行管理;7、以體育消費(fèi)者需求滿意度評(píng)價(jià)為核心的評(píng)價(jià)體系包括了對(duì)體育產(chǎn)品的數(shù)據(jù)營(yíng)銷整體效果、體育健康、體育意識(shí)以及滿意度進(jìn)行評(píng)價(jià)。
[Abstract]:In big data's time, the world was driven by data. As things around us are slowly quantified, we gradually discover that the nature of the world may be information. As people's living standards improve, sports gradually become one of the themes of the times. The demand for sports is increasing, which requires the marketing of sports products to meet the increasing demand for sports. In the traditional marketing process of sports products, the marketing of sports products is still carried out around the marketers'"marketing concept", which lacks the in-depth understanding of the needs of sports consumers, and the marketing appears to be "powerless". Under the background of the new era, the marketing method around the sports consumers'"customer concept" has become possible through the further excavation of "big data" to the sports consumers' demand. Data will change the marketing model of sports products. This paper takes big data as the background of the times, from the angle of marketing, in order to promote the development of our country's sports industry, has constructed a set of relatively complete "data" driving sports product marketing pattern. The model takes customized sports consumers'"individualized" products and services as the goal, takes "data" talent development as the center, regards the satisfaction degree of sports consumption demand as the measure standard, and makes "data" the core driving force of marketing. This model will help to promote the exchange of sports products and meet the increasing sports needs of the masses. The main conclusions are as follows: 1. Constructing the marketing model of sports products driven by "data", changing the marketing mode of sports products by using "data" as the driving force; 2. The "data"-driven marketing model refers to the integration of a series of "data"-driven marketing activities to better enable buyers and sellers to exchange products It is called "data" driven marketing mode; 3. In the model of "data" driven sports product marketing, "data" is the driving force, which drives sports product market analysis, sports product target market positioning, sports product marketing mix and sports product market management activities. (4) compared with the traditional marketing mode, the "data-driven" sports product marketing model pays more attention to the "individualized" private customization of sports consumers, and promotes the exchange of sports products more effectively; 5. The core of the operation mechanism of data-driven marketing mode is the development of "data" talents, which can promote technological innovation, coordinate management and ensure the safety of "data" through the development of talents. 6. The core of the evaluation mechanism of "data" driven marketing model is the evaluation of "satisfaction degree of sports consumers' demand", and the evaluation is to better manage the new marketing model. 7. The evaluation system based on the satisfaction evaluation of sports consumers' demand includes the evaluation of the overall effect of data marketing of sports products, sports health, sports consciousness and satisfaction.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G80-05

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