微信平台在职业体育俱乐部品牌传播中的应用研究——以CBA东莞新世纪俱乐部微信公众号为例

Applied Research on Brand Communication Amongst Professional Sports Clubs Based on WeChat——Take WeChat Public ID of CBA Dongguan New Century Club as an Example

微信平台为职业体育俱乐部搭建了一个"内容为王、个性有趣、互动沟通、增值盈利"的品牌传播平台。文章运用实证调查、文献分析等方法,以CBA东莞新世纪篮球俱乐部公众微信号为例,对其使用现状、现存问题以及优化对策进行了全面研究,提出了搭建服务平台、提高服务质量来优化传播的策略。

We Chat sets up a brand communication platform of ＂ content as a king,interesting personality,interactive communication,value-added profits＂ for the professional sports clubs. This article uses methods of empirical investigation,literature analysis and so forth,takes the public WeChat ID of CBA Dongguan New Century Basketball Club as an example to study the present situation of use,existing problems and optimizing the countermeasure,and puts forward the service platform and improvement of the service quality in order to optimize communication strategy.