保持上座率,打造品牌社群

Keep up Attendance:Building a Community Aroud Our Brand

基于体育身份认同、品牌社群等研究与实践,就体育和娱乐组织(如职业足球俱乐部)如何持续吸引球迷到现场观赛、保持比赛上座率提出了7个营销策略,分别为:鼓励消费者之间建立水平关系,从而转移他们对核心产品的关注度;通过授权为消费者提供一个参与决策、掌控消费体验的平台;建立一个散发着"家"的气息的社交空间;创造超凡的集体体验;识别球队所代表的关联社群;选定并培育竞争对手,但不是敌人;共同构建对球迷粉丝有"意义"的营销策略。

Based on researches and practices of sports identity recognition and sports brand community,the paper proposes 7 marketing strategies as to how to attract and keep more audience.The paper proposes to encourage the establishment of level relationship among customers so as to transfer their attention on the key products,provide the customers with a platform for participation and control,establish a social platform featured with home atmosphere,create super collective experience,recognize community represented by teams,cultivate rivals not enemies and construct the meaningful marketing strategy.