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The role of new communication media in the sport marketing mix: Implications for trademark rights holders.

机译：新传播媒体在体育营销组合中的作用：对商标权利持有者的影响。

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摘要

In today's digital world, new marketing platforms have emerged that connect sport organizations with fans on levels beyond the reach of traditional media. Sport marketers are using the Internet, social networking sites, and mobile technology as the foundation of new marketing strategies, citing it as a cost-effective avenue for reaching a larger audience of sport consumers. Social networking sites, in particular, are rapidly becoming the most accessible channel for sports fans to communicate about their favorite teams, players, and coaches and as an outlet to express their enthusiasm. However, their impact on the industry has not been fully studied. Meanwhile, sport properties have becoming increasingly concerned about their ability to control their intellectual property in a digital environment that is constantly changing with each technological innovation.;The purpose of this study was to explore the use of new communication media in sport and to compare the phenomenon to the gradual evolution of trademark law. Professional sport is leading the way for the integration of social media and mobile technology into the sport marketing mix. The NFL and the NBA were the first leagues to utilize the enormous success of text messaging to provide score updates of games currently in progress to subscribing fans. Subsequently, both professional and collegiate sport properties have created fan pages on Facebook and MySpace to keep fans engaged. This explosion of new technology in sport creates a need for to sport marketers to fully understand how to use the medium to its fullest potential. As long as technology continues to outpace the evolution of trademark law, there also remains a need for sport practitioners to be able to adequately self-regulate their intellectual property and ultimately their brand.
机译：在当今的数字世界中，已经出现了新的营销平台，该平台将体育组织与粉丝之间的联系水平提高到了传统媒体无法企及的水平。体育营销人员正在使用互联网，社交网站和移动技术作为新营销策略的基础，并指出这是一种吸引更多体育消费者的有效途径。尤其是社交网站，正迅速成为体育迷们交流他们最喜欢的球队，球员和教练的最便捷渠道，并成为表达他们热情的渠道。但是，它们对行业的影响尚未得到充分研究。同时，体育财产越来越关注它们在数字环境中控制其知识产权的能力，而数字环境随着每次技术创新而不断变化。本研究的目的是探索在体育中使用新的通信媒体并比较商标法逐渐演变的现象。职业体育正在引领将社交媒体和移动技术集成到体育营销组合中的方式。 NFL和NBA是最早利用短信取得巨大成功的联赛，它为订阅球迷提供了正在进行中的比赛的得分更新。随后，专业和大学体育馆都在Facebook和MySpace上创建了粉丝页面，以保持粉丝的参与度。体育新技术的爆炸式增长要求体育营销人员充分了解如何最大程度地利用该媒体。只要技术继续超过商标法的发展速度，体育从业人员仍然需要能够充分自我调节其知识产权，并最终对其品牌进行自我调节。

著录项

  • 作者

    Bradstreet, Laura.;

  • 作者单位

    University of South Carolina.;

  • 授予单位 University of South Carolina.;
  • 学科 Business Administration Marketing.
  • 学位 M.S.
  • 年度 2009
  • 页码 59 p.
  • 总页数 59
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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