4I理论视角下贵州“村超”的网络营销策略研究
Research on the Online Marketing Strategies of Guizhou’s “Village Super League” from the Perspective of 4I Theory

在乡村振兴和全民健身推动的大背景下，乡村体育赛事已成为促进地方经济与文化发展的重要载体。而在互联网时代，传统的营销模式已不再适用，通过网络营销来扩大乡村体育赛事的影响力，促进赛事品牌建设，以助推全面乡村振兴是需重点关注的议题。本文基于整合营销中的4I理论，探讨贵州“村超”赛事的网络营销策略，分析其成功“出圈”的关键因素，并为其他乡村体育赛事的营销提供借鉴。研究发现，“村超”依托乡村文化与民族特色构建赛事IP，通过短视频、直播等形式强化互动，以经济与情感价值驱动流量转化，并借助多平台协作形成全媒体传播矩阵，提升品牌影响力。但“村超”在内容创新、营销人才培养及品牌商业化等方面仍存挑战，未来应加强创新驱动，优化商业模式，以确保长期竞争力。
Under the backdrop of rural revitalization and the national fitness policy, rural sports events have become an important carrier for promoting local economic and cultural development. In the Internet era, traditional marketing models are no longer applicable. Expanding the influence of rural sports events through online marketing, promoting the construction of event brands, and boosting the development of the cultural and tourism industry are key issues that need to be focused on. Based on the 4I theory in integrated marketing, this paper explores the online marketing strategies of the “Village Super League” in Guizhou Province, analyzes the key factors for its success, and provides references for the marketing of other rural sports events. The research finds that “Village Super League” builds an event IP by relying on rural culture and ethnic characteristics, strengthens interaction through short videos, live streaming and other forms, drives traffic conversion with economic and emotional values, and forms a full-media communication matrix through multi-platform collaboration to enhance brand influence. However, “Village Super” still faces challenges in content innovation, marketing talent cultivation and brand commercialization. In the future, it should strengthen innovation-driven development, and optimize business models to ensure long-term competitiveness.