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2019110_艾瑞咨询_2019年中国足球营销赞助价值分析（64页）.pdf

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2019110_艾瑞咨询_2019年中国足球营销赞助价值分析（64页）.pdf

2019 2 2019.1 iResearch I 3C SMS31 1 22019 34201944 2019.1 iResearch ISTEP01STEP02STEP03 WHATWHYHOW5 4K/2019.1 iResearch I Key person Key message Key space Key time 4 4K 6 2019.1 iResearch I/3 IP 1.5-2-/CCTV5 APP-C-7 3C 2019.1 iResearch I2018 8 3C 3C 2019.1 iResearch I2018 3C/AC 9 2019.1 iResearch I STEP01STEP02STEP03WHATWHYHOW10 2019.1 iResearch I-11 2019.1 iResearch I04030201/12 2019.1 iResearch I STEP01STEP02STEP03WHATWHYHOW13 IP IP 2019.1 iResearch I 2 1 3 1.8/3500/2000-4000 50-150/1/3000/5000/1000/50-150/500/C/1000/2019 14 2019 1 2-4 5 6-8 8-10 11-12 2019.1 iResearch I2019 3 11 1 5 8-10 11-12 6-8 2-4 2019 15 2019.1 iResearch I 1-2 2019 16 2019.1 iResearch I/2018 171 1 22019 342019418 2019 iClick 01 02 iClick 2018.10 1943/977 2019.1 iResearch I19 2019.1 iResearch I20-/2019.1 iResearch I N=2920 2018 10 iClick 2019.1 iResearch I N=2920 2018 10 iClick 8.6%/23.9%21.2%25.5%5.9%22.2%8.6%2018/%17.9%3.9%18.8%5.1%2018/%212018(r=0.05*)(r=0.24*)(r=0.26*)(r=0.15*):N=1943 2018 10 iClick*p0.05*p0.01.2019.1 iResearch I 2018 r r(r=0.26)(r=0.24)22-/2019.1 iResearch I N=2920 2018 10 iClick 2019.1 iResearch I N=2920 2018 10 iClick 62.3%44.0%43.1%42.2%36.5%36.3%31.2%17.2%71.0%43.1%45.1%36.4%39.1%33.3%36.2%19.2%2018/%53.8%46.3%46.0%39.8%36.6%30.2%52.5%50.6%41.8%42.8%36.5%27.2%2018/%71.0%23-2019.1 iResearch I N=1943 2018 10 iClick 2019.1 iResearch I N=977 2018 10 iClick 59.4%57.2%56.1%50.8%47.1%30.3%25.9%22.3%/APP/APP/APP/2018%72.2%62.3%56.9%54.2%52.1%31.2%31.0%18.1%/APP/APP/APP/2018%/APP 59.4%/72.2%24-/2019.1 iResearch I N=1943 2018 10 iClick 2019.1 iResearch I N=2920 2018 10 iClick 29.2%17.3%16.4%15.5%14.1%7.4%25.0%18.0%17.9%16.5%15.7%6.6%/2018/%56.0%52.4%48.3%40.7%35.8%33.4%32.1%30.2%30.0%28.9%26.7%2018%56.0%52.4%25-N=1943 2018 10 iClick 2019.1 iResearch I3.293.142.992.962.942.942.842.38/H5 APP+2018 5/3.29 3.14/2.3826 2019.1 iResearch I27 8 2018 N=2920 2018 10 iClick 2019.1 iResearch I 3C 85.2%69.6%62.3%3.5%84.8%80.6%69.9%4.3%2018/%28 N=2802 2018 10 iClick 2019.1 iResearch I 3C 64.8%64.7%70.3%65.6%2018%60.2%48.1%64.6%61.8%2018%39.6%29.1%43.1%33.9%2018%29 10.1%N=2802 2018 10 iClick 2019.1 iResearch I 3C 64.3%63.5%68.0%64.9%2018%53.6%32.5%63.7%35.6%2018%34.3%23.9%34.5%27.1%2018%302018-(r=0.29*)-(r=0.27*)2018-(r=0.32*)-(r=0.33*)2018-(r=0.16*)-(r=0.25*)r(r=0.33)(r=0.32)N=1860 2018 10 iClick*p0.01.2019.1 iResearch I 3C 31 r r 0.3 N=1860 2018 10 iClick*p0.01.2019.1 iResearch I 3 C 2018-(r=0.13*)-(r=0.36*)2018-(r=0.36*)-(r=0.36*)2018-(r=0.48*)-(r=0.35*)323C 3C OPPO-VIVO-TCL-3C 3C OPPO VIVO 10%N=2472 2018 10 iClick 2019.1 iResearch I 3C 61.2%57.5%32.4%26.6%72.0%66.7%34.2%26.4%OPPOVIVO TCL2018 3C%333C/3C OPPO 2019.1 iResearch I N=2472 2018 10 iClick 2019.1 iResearch I N=2472 2018 10 iClick 3C 3C 2 OPPO 26.3%TCL 3C 46.3%43.5%28.3%19.8%49.9%51.3%32.6%26.1%OPPOVIVO TCL2018 3C%23.5%21.2%16.1%11.2%26.3%23.6%15.4%11.9%OPPOVIVO TCL2018 3C%342018 VIVO-(r=0.16*)OPPO-(r=0.22*)3C 3C 3C 3C 3C 3C r TCL 0.26 N=1600 2018 10 iClick*p0.01.2019.1 iResearch I 3C 2018-(r=0.21*)TCL-(r=0.26*)353C/3C 2019.1 iResearch I N=1943 2018 10 iClick 2019.1 iResearch I N=977 2018 10 iClick 3C 3C 3C TCL 3C 4.14 4.11 4.06 3.96 4.20 4.18 4.16 4.10 OPPOVIVO TCL2018 3C 4.054.154.023.994.164.124.204.17OPPOVIVO TCL2018 3C 36-N=2100 2018 10 iClick 2019.1 iResearch I 3C 38.4%34.7%23.3%22.9%13.2%45.4%44.9%25.1%26.8%22.2%2018%37/2019.1 iResearch I N=2100 2018 10 iClick 2019.1 iResearch I N=2100 2018 10 iClick 3C 32.1%25.5%17.1%16.1%12.6%36.9%34.3%18.5%22.2%27.5%2018%28.8%25.1%18.8%14.0%8.9%33.3%31.9%20.6%16.9%12.9%2018%38 3C r r 0.52 N=1344 2018 10 iClick*p0.01.2019.1 iResearch I 3C 2018-(r=0.29*)-(r=0.36*)2018-(r=0.25*)-(r=0.26*)-(r=0.52*)39/3C 2019.1 iResearch I N=2100 2018 10 iClick 2019.1 iResearch I N=2100 2018 10 iClick 3C 4.09 3.97 3.97 3.88 3.88 4.25 4.07 4.13 4.11 4.02 2018 4.07 3.94 3.98 3.85 3.91 4.26 4.01 4.14 4.08 4.00 2018 40-51.9%N=1903 2018 10 iClick 2019.1 iResearch I 3C 43.8%41.6%39.9%21.7%51.9%48.9%45.7%26.3%2018%41/2019.1 iResearch I N=1903 2018 10 iClick 2019.1 iResearch I N=1903 2018 10 iClick 10%3C 37.3%27.7%27.5%13.5%48.1%33.2%37.9%18.3%2018%32.5%28.8%21.9%11.3%36.0%34.4%23.9%13.5%2018%42 r r 0.3 N=1133 2018 10 iClick*p0.01.2019.1 iResearch I 3C 2018-(r=0.30*)-(r=0.28*)-(r=0.30*)-(r=0.41*)43/3C 2019.1 iResearch I N=1903 2018 10 iClick 2019.1 iResearch I N=1903 2018 10 iClick 0.5 3C 4.14 4.08 3.92 3.69 4.34 4.25 4.20 4.24 2018 4.10 4.03 3.95 3.68 4.25 4.19 4.15 4.15 2018 44-N=1950 2018 10 iClick 2019.1 iResearch I 3C 54.2%49.6%35.3%20.9%63.0%57.1%41.8%30.6%2018%45/2019.1 iResearch I N=1950 2018 10 iClick 2019.1 iResearch I N=1950 2018 10 iClick 50%7.5%3C 49.8%40.3%24.1%19.7%66.9%57.5%43.3%40.1%2018%41.0%36.3%26.1%13.3%47.4%37.8%27.1%20.8%2018%46 r N=1253 2018 10 iClick*p0.01.2019.1 iResearch I 3C 2018-(r=0.27*)-(r=0.22*)-(r=0.29*)-(r=0.29*)47 r(r=0.43)(r=0.41)N=1253 2018 10 iClick*p0.01.2019.1 iResearch I 3C 2018-(0.31*)-(r=0.23*)-(r=0.41*)-(r=0.43*)48 2019.1 iResearch I 3C 491 1 22019 3420194502019-2019.1 iResearch I 96/512019-2019.1 iResearch I 522019-IP 16 6 2 2019.1 iResearch I 3 7 4 5 2019532019-IP 2019.1 iResearch I C APP 100 042019 542019-IP/C 2019.1 iResearch I/1000/500/2019552019-APP 2013 APP APP 2019.1 iResearch I APP APP mUsertracker 2018 11 APP 730 APP APP All Football/APP562019-PP PP PP/2019.1 iResearch I PPTV PPTV PP PP PP PP PP PP571 1 22019 342019458 IMG 2019.1 iResearch I 201859 20 logo 2015 2022 45 logo 1994 FIFA 2019.1 iResearch I IP 3 5 200 40%200 7 60 2019.1 iResearch I 2019 PTSE Social Technological 2014 10 46 IP 2016 2016 2050 Political BAT Economical 2019 PEST61 2019.1 iResearch I 11 17 10 110-3 7.21-3 3-5 2.5-3 1.5-2018 3-4 10 62 Keep Learning 400-026-2099 63

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