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互联网上关于2014世界杯的喧嚣已经消散,但也是此时,世界杯期间的用户行为数据完全呈现了出来,这不仅让我们真正完整了解本届世界杯的受众状况及世界杯营销战果,也让我们发现,越来越庞大的受众群体、越来越难留住的受众眼球,都使得体育营销将不得不转入精细之路。相比上届世界杯,2014年世界杯互联网总体访问人数规模从2.3亿增长至5.3亿,页面浏览规模从72亿增长至151亿,国际体育盛事的网络传播覆盖人数规模明显上升,互联网作为主流媒体的地位越来越重要。同时,网民的
The hustle and bustle of 2014 on the Internet has dissipated, but also at this time, the World Cup of user behavior data completely presented, which not only gives us a truly complete understanding of the World Cup audience and the World Cup marketing success, but also let us find that the more The larger the audience, the more difficult to retain the eye of the audience, have made sports marketing will have to go into the fine road. Compared with the previous World Cup, the total number of Internet visitors to the 2014 World Cup increased from 230 million to 530 million. The number of page views increased from 7.2 billion to 15.1 billion. The number of people covered by international sports events has increased significantly. The Internet has been the mainstream media Status is more and more important. At the same time, Internet users