the World Cup is worth attention, for three main reasons. First of all, South Africa as Africa's first World Cup host country, its history, politics, culture, economy, scenery, and many other reasons, by including non-fans, including the concern of people around the world. Renmen Bu Jinjin to watch the World Cup, and I want to get rid of racism directly understand that after the mysterious and isolated country, Nelson Mandela, economic revitalization,moncler jacke, hum Zula, diamonds, Cape Town, and even have a key Qiangjie words. This is also the South African bid to host the FIFA World Cup and South Africa, an important reason for selection. Second, the World Cup is the world's largest sporting event, even in comparison with the Olympic Games do not strive. The World Cup alleged direct income (media coverage, event advertising and brand licensing, etc.) to as high as 80 billion dollars, far more than the Olympics. So almost all the world's TOP 2010 World Cup regarded brand promotion marketing as the most important places, so have the fans around the world to see Adidas, Nike, Puma's struggles off the court. Third, the global media convergence and triple play with Chinese characteristics. Anglo-German war in 1966, compared to the comparable to the \Digital technology development and dissemination of social implications. Since the 2000 Sydney Olympic Games, we clearly see the fusion of Internet and traditional media is accelerating, both the News Corporation, or Hulu, or advocacy in adapting to this trend. Recent Nielsen (Nielsen), a survey covering 55 countries, more than 27,000 survey respondents who gave us a clear idea of basic, up to Liucheng of consumers (64%) still live television As the first choice to watch World Cup matches; nearly half (48%) of consumers said they are concerned about the newspaper is one of the World Cup event of the media; while network news (35%) and online video streaming media (34%) are also consumers Select the main form of races.
present,uggs boots outlet, when China's hot triple play during the World Cup as a landmark opportunity to examine and test the color very strong. Here, we need to review 2006 World Cup in Germany in particular. It was in that year, four Chinese Internet media portals,uggs sheepskin boots, represented by an unheard and unprecedented way to participate in the World Cup among the entire report. Remove the traditional media have real-time reporting, feature news, expert commentary, video coverage, highlights, interactive voting, etc. in addition, BBS, star files, event analysis, historical database, fans fan groups, instant messaging,UGGS Outlet, and so many new communication and interaction emerge from the audience the contents of the first real access to mainstream high-profile event the whole process. Ultimately laid the Sina and other online media in sports dominance in the new media.
Clearly, in the earlier and even now, traditional media, such as CCTV, \the status and capacity, but in recent years, two factors that we all know that in the gradual weakening of the strong. First,moncler store, the print media, newspapers and magazines, led by the progressive weakness, the most advantageous depth analysis of the so-called new media has been a large number of web or simple, or rich, deep content, or concealed, a large number of young audiences to pay attention more power switch to the new media. Second, the triple play factor. January 13 this year,uggs store, the \CCTV to CNTV, from Titan to the sports network,ugg outlet store, from \If you carefully observe all the media, you can find triple play (three-screen seamless transfer) makes a major event for any communication or social activities, so that the audience (users,Ugg boots online, consumers) can at any time, any place involved .
present, during the 2010 World Cup, broadcasting and information related to whether the number of audience in China, covering not accurate statistics, but one thing is certain is that it is following the 2008 Beijing Olympic Games, the influence the biggest sporting events and event marketing. According to optimistic estimates, China has over one billion people are concerned about the World Cup. Among these, the influence of television and the Internet is clearly far more than the newspapers, radio, magazines, outdoor videos and other media, the most typical example is the micro-blog on Sina users on the World Cup participation.
for the Chinese state media during the World Cup, the world expert on the media have such a statement, \countries. Chinese fans are using all possible media contact, the first time to grasp the dynamic World Cup in South Africa. is obvious that, television, cell phones and computers simultaneous use of media consumption has been greatly affected. \
back on marketing, sports marketing as an important tool for enterprises is well known. From a marketing point of view, the World Cup in South Africa also has the following characteristics: the World Cup for the TOP brand advertising provides the most adequate resources for clients around the world (fans); the most attractive of the carrier (and star of World Cup matches, host country); strong marketing model (even without a push or pull the distinction between the marketing concept). Global marketing for the 2010 World Cup marketing experts have a simple conclusion: In many countries, especially Europe and Latin America, World Cup fever continues to climb. For the love of football in particular countries, the World Cup will create a social and festive carnival atmosphere, regardless of whether you are a football fan, the global consumers of all ages, from a variety of retailers, TV manufacturers to beer and beverage manufacturers,moncler sale, the World Cup in South Africa launched a large-scale fun party.
some of many famous brands the official World Cup sponsor, and some competitors,Cheap Ugg Boots on sale, sponsors of these brands. But no matter who you are, to use the 2010 World Cup in the brains of this marketing, advertising and public relations opportunities, which also appear in the game including the \. \competitive and savvy marketing wise to establish the brand in the minds of consumers contact with these events without the need to spend huge sums of money to sponsor. \World Cup marketing enterprises to use ready-made successful cases, including familiar brands: China Mobile, Gome Electric, Erie, Yinhua Fund ... ... even including the media itself: CCTV, Sina and so on. I noticed a phenomenon more interesting. A friend asked me the media, media communication and marketing in the World Cup, whether in the profit? This problem must be very mentally handicapped, the global and China has not noble to do a media sporting event with no commercial interests. Clearly, the fact that he would like to know, a lot of the media in order to get broadcast rights, the right to invest a lot of interviews with financial and human resources, and benefits of the ultimate reality (mainly marketing and advertising revenue) it can be satisfied. From this point on, things are really not so simple. From the 2006 World Cup, the tournament since the 2008 Olympic Games marketing media advertising revenue data to analyze, a major event on the Chinese media marketing and advertising their own contribution to the extra growth is limited, despite the optimistic say the World Cup to bring China's advertising in 2010 to enhance the scale of the additional more than ten billion yuan, but I think probably other than a few media (such as CCTV, because it has broadcast distribution and other non-marketing advertising revenue), particularly because most of the new media to increase the World Cup factor revenue it would not be as you want or as high as their own claims. If you are interested, we can through various financial statements of listed companies, advertising, market monitoring and analysis and other pipe and smoke.
but I prefer to look at from another point of view this issue. 2010 World Cup, the media have a big advertising and marketing revenue is certainly very important, but the media in both directions is more important to try on. The first is the spread of cross-media integration practice. This is CCTV, SMG, represented by various types of traditional media groups are most concerned about, but also from the 3G and the triple play is considered the media to establish the future direction of integrated marketing platform, a test. What, after triple play of TV, computers, mobile phones (three screens) whether there is sufficient as possible in the future than at present to provide a medium for users to distinguish between the prospects for more effective marketing platform for consumers of family, work, leisure, entertainment, sports,moncler jacket, and other places of global coverage, and ultimately integrated marketing. World Cup, this attempt was not completely and fully, but already have a preliminary feeling. Secondly, the Internet-led interactive new media marketing tools for more exploration. Whether it is online video, SNS, or micro-Bo, the core point is to strengthen the establishment of users (consumers) as the center, rather than as the central platform and communication channels. Regardless of the user to listen to, watch the World Cup is through television, radio,Moncler Online, or through newspapers, magazines, their pursuit of the ultimate people sharing, interaction and exchange platform in this implementation can be. In this sense, micro-blog and SNS fully reflects its value and potential. It should be said, this is the time when the media left South Africa the biggest gains.
before the World Cup in South Africa, there is a saying: 2010 World Cup, the world is China, is you and me, is mine. Indeed, except out of globalization, even with new technology and new media development, World Cup, has let the world at the same time and any place to share, let the Chinese people separated by thousands of miles through a network of South Africa not only see the stadium, so that sit with friends and family disputes through the screen and exchanges, with their own hands to collect together all of the love of the World Cup.
Writer Huarui network standard (CR-Nielsen) Senior Vice President
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