高校体育场馆微信营销的可行性分析

A Feasibility Analysis of Marketing College Sports Venues Through Wechat

运用文献资料法、逻辑分析法和归纳法,以国家颁发的相关文件及广告传播学的"使用与满足"原理为理论基础,对高校体育场馆微信营销的可行性进行探讨.研究得出:高校体育场馆进行微信营销不仅能促进场馆资源的合理使用,还能促进全民健身运动的开展,具有客户来源渠道多、传播渠道广、方式多样、成本低、支付方便,以及O2O折扣式、互动式与植入式三种可行的营销模式等优势.同时,对高校体育场馆微信营销中存在的问题进行了探讨.

By resorting to literature, logical analysis, induction, and the relevant documents issued by the state and the theory of “application and satisfaction” from advertising communication as a theo- retical basis, this paper discusses the feasibility of college sports venues to be marketed through wechat. The research concludes that marketing the college sports venues through wechat will not only promote the rational use of venues resource, but also promote the further development of nationwide fitness cam- paign, which has multi - channel customer source, broad channels of communication, diversity types, low cost, convenient payment, as well as O2O discount, interactive and implantable three feasible mar- keting modes and other advantages. At the same time, we discuss the problems which exist in marketing college venues through wechat.