The forms of sports social products in China have been continuously improved, and the mobile Internet technology has made the advertising methods of traditional sports marketing more diversified. Sports enterprises can not only put advertisements in traditional TV programs and sponsor players and stars, but also do marketing activities on e-commerce platforms and sponsor network celebrities in other new media ports.
users only need to know and experience the latest and hottest sports activities, events and products on the mobile phone, and the sports consumption experience is more abundant. Moreover, you can interact with sports fans all over the world online and communicate with sports stars in Weibo, which makes you feel more involved. With the in-depth application and integration of "internet plus", the classification of micro-sports platforms in sports industry is more refined, whether in sports activities or sports products.
For example, basketball in sports events can be divided into NBA, CBA, WNBA, WCBA, Italian Basketball Team A, French Basketball Team A, German Basketball Team A and Western Basketball Team A, so that users can quickly search and find the games they want to watch. Under this refined platform classification, fans with diversified sports hobbies have poured into various platforms one after another, and interacted with users with similar interests in real time through the Internet and mobile terminals, which greatly mobilized the sports enthusiasm of the masses.
with the continuous development of self-made sports programs and IP, it will become the mainstream of future industrial development. With the deep integration of "internet plus" and sports industry, in order to keep the flow, sports enterprises began to turn their attention to the core IP of sports industry chain. I hope that by constantly enriching and expanding the content of sports IP, I can improve the quality of IP and promote my own healthy development. At present, the sports IP of self-made sports programs has gained a certain praise and traffic, forming a considerable user base, which can be said to be relatively successful. Therefore, it can be predicted that this low-cost, light-pressure self-made way combined with the Internet will become the mainstream of sports industry development in the future.
At present, the development of "sports industry in internet plus" lacks perfect policies, regulations and management system, so it is difficult to ensure the sustainable development of sports industry. On the one hand, there is a big lag and defect in the relevant policies and regulations system, the lack of relevant laws and regulations, and the lax supervision of sports consumption, which makes the counterfeiting and piracy of sports goods and brands on e-commerce platforms serious. This greatly reduces consumers' consumption experience, affects consumers' trust in sports brands, and cannot meet the development needs of sports industry in the era of "internet plus".
On the other hand, the relevant laws and regulations for the online sports industry are still missing, which makes the compliant enterprises in the sports industry face great losses. For example, at this stage, there are more than 1 apps with link aggregation infringement in China, and the total customer groups add up to nearly 1 million, which is a very serious infringement problem for genuine events.
under the background of "internet plus" era, some sports enterprises still don't know the essence of "internet plus sports industry" and simply regard opening online stores, building online platforms or WeChat WeChat official account as "internet plus sports". This simple knowledge has not changed the development of enterprises much, so the brand innovation of enterprises is not efficient and the effect is not good.
At present, traditional sports enterprises in China, such as Li Ning, Xtep, Anta, Peak, Hongxing Erke, 361, etc., are mostly developing aimlessly, and their own brand features are not prominent, and their sense of existence is low, which makes them less attractive to consumers. On the other hand, Nike, the world's number one sporting goods brand, has increased the overall visibility of the brand with its simple symbols and unique LOGO design. The first-line stars, dazzling advertisements, constantly updated performance and strong after-sales service have effectively increased the stickiness of fan customers to the brand.
in order to increase users' trust in online consumption of sports enterprises, China should constantly improve the sports industry development guarantee system and strengthen network security management. Specifically, we can promptly formulate legislation and related policies for data openness, give full play to the advantages of big data, and strengthen the informatization construction of sports industry. At the same time, China should step up the establishment of sports IP protection system to protect the intellectual property rights of new sports media enterprises such as Tencent and LeTV, and ensure the healthy operation of the video or sports live streaming media market. In addition, it is necessary to establish a personal information protection system for sports consumers, strengthen network security management, create a healthy big data environment, and implement the supervision of relevant departments.