社交媒体环境下国产体育品牌的传播研究

Study on the Brand Communication of the Domestic Sports Brands under the Social Media

面对社交媒体的巨大营销价值,国产体育品牌对在社交媒体上进行品牌传播表现积极。但由于对社交媒体传播特点与价值的把握不足,总体上国产体育品牌在传播效果和影响力上仍逊色于外来品牌。为此,从品牌定位、内容发布、热门话题、意见领袖以及资源整合这几个方面对国产体育品牌在社交媒体上进行品牌传播的策略进行了探讨。

Facing the huge marketing value brought by the social media,the domestic sports brands respond positively to promoting their products. Failed to get the feature and value of the social media communication,they generally behave inferior to the foreign brands in terms of the effects and influences. For this reason,this paper tries to study the communication strategies that used in social media by the domestic sports brands from such aspects as brand positioning,content publishing,hot issue,opinion leader and resource integration.