微博热潮下体育品牌新媒体营销的策略和研究

2009年微博在中国开始风靡,现今成为超过3亿用户的传播工具,微博营销随后诞生,并成为了新媒体时代许多品牌进行宣传和推广产品的主要方式。2012年伦敦奥运会,体育品牌微博营销开始大放异彩。对体育品牌微博营销的特点进行了详细分析,据此提出了详细的营销策略和手段,并针对体育品牌在微博营销中心可能出现的问题进行了分析,并提出解决办法。为体育品牌开拓新的营销阵地,进行学术和实践两方面的指导。

With the rapid development of microblog in china since 2009,microblog has to be the main disseminate tool,after that time, microblog marketing has born.Microblog marketing now was the important way to propagate and spread product for a brand.Especially in the 2012 london olymics games,microblog marketing for sports brand had show a great potential and bright future for sports brand marketing.We has made a detailed analysis to the feature of sports brand microblog marketing,and gave some detailed strategy for sports brand microblog marketing.For the problems that may arise in marketing,we also has give some solution.In order to make a new market for sports brand,we try to give both academic and practice guide.