2016“欧洲杯”人群画像分析 6大营销洞察解读

　以往只有铁杆球迷才会全情参与的体育项目，似乎正在转变成全民参与刷存在感的泛娱乐项目。对于品牌主欧洲杯期间的营销而言，我们不禁要问：“营销对象还仅仅是观赛的那一拨“真球迷”吗?”

　　欧洲杯看的不只是“足球”

　　6月10日，4年一度的欧洲杯拉开战幕。围绕欧洲杯的话题，早已不仅仅只是足球，比如还有各种版本的“真球迷”快速养成攻略，不懂装懂指南，帅哥捕获雷达，那一年我看过的欧洲杯... 无论是自黑，调侃，秀情结还是纯粹刷存在感，人人都能为欧洲杯贡献出自己的话题。

　　随着微博、微信、直播、弹幕、短视频等新媒体手段不断渗透到人们的日常沟通方式中，以往只有铁杆球迷才会全情参与的体育项目，似乎正在转变成全民参与刷存在感的泛娱乐项目。对于品牌主欧洲杯期间的营销而言，我们不禁要问：

　　“营销对象还仅仅是观赛的那一拨“真球迷”吗?”

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　　带着这样的疑问，数据分析师的“悠悠白书”进行了一次基于欧洲杯话题的洞察分析，制作出《2016“欧洲杯”人群画像分析 &6 大营销洞察解读》。他是怎样揭示出欧洲杯观赛群体与营销群体的不同?又提出了哪6个社会化营销洞察?请看报告详解。