摘要
"互联网+"时代,社交媒体为体育"粉丝经济"的营销与发展提供了新的方式。通过梳理体育"粉丝经济"的相关概念,探究了体育"粉丝"和体育"粉丝经济"的新媒体特点,阐述了体育"粉丝经济"的主要营销模式和营销手段。体育"粉丝经济"是一种新媒体营销,基于"粉丝"消费行为角度提出了体育产业的营销策略。
In internet plus era, the social media has provided sound conditions for sports fans economy marketing and de- velopment. The paper summerizes the connotation of sports fans economy, discusses the sports fans and the features of the new media and expatiates on the main marketing model and marketing methods of the sports fan economy. The sports fan economy is a new media marketing and the paper proposes sports industry marketing strategy based on sports fan con- sumption behaviors.
作者
陈立春
王梓祎
CHEN Lichun;WANG Ziyi(Sport Dept. Boda College of Jilin Normal Univ., Siping 136000, China;Sport Dept., Jilin Normal Univ., Siping 136000, China)
出处
《体育成人教育学刊》
2018年第2期41-44,共4页
Journal of Sports Adult Education
基金
吉林省高等教育教学改革研究课题(吉教高字[2015]32号)
吉林省职业教育与成人教育教学改革研究课题(2016ZCY150)
