国际中文开源期刊平台

大数据时代背景下体育广告行业面临的变革与挑战

Reforms and Challenges Faced by Sports Advertising Industry in the Era of Big Data

中国体育研究 / 2020,2(3)：145-152 / 2020-08-05 2711 3013

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• 作者： 蒋聪颖     
• 单位：

  武汉体育学院，武汉

• 关键词： 大数据时代；体育广告行业；变革；挑战
• Big data era; Sports advertising industry; Reform; Challenge
• 摘要： 随着大数据技术的愈发成熟，以及“体育强国”“健康中国”战略的 积极推进与实践，人们对体育运动越来越重视，大数据与体育广告行业的结合 已经成为必然。大数据时代具有数字化、多样化、高效化、价值化等主要特点， 能够科学有效地对体育广告行业发展进行指导，同时大数据时代也将对消费者 需求、广告内容、表现形式等方面产生深刻影响，对未来大数据时代背景下体 育广告行业将要产生的变革进行预测显得尤为重要。为此，本论文主要从大数 据时代体育广告行业面临的变革与挑战进行预测分析，希望为研究体育广告行 业发展的专家与学者提供一个理论参考依据。
• With the growing maturity of big data technology and the active promotion and practice of sports power and healthy China strategy, people are paying more and more attention to sports, therefore the combination of big data and sports advertising industry has become inevitable. With the main characteristics of digitization, diversification, high efficiency and value-oriented, big data era can guide the development of sports advertising industry scientifically and effectively. At the same time, it will also have a profound impact on consumer demand, advertising content, forms of expression, etc., which extremely requires the prediction of the reforms to be produced in the sports advertising industry under the background of the future big data era.To this end, this paper predicts and analyzes the facing reforms and the challenges of big data era sports advertising industry, hoping to provide a theoretical reference for experts and scholars to study the development of sports advertising industry.
• DOI： https://doi.org/10.35534/scps.0203013
• 引用： 蒋聪颖．大数据时代背景下体育广告行业面临的变革与挑战［J］．中国体育研究，2020，2（3）：145-152．