“互联网+”背景下大型体育赛事自媒体营销策略研究——以中网微信公众号为例

A research on we-media marketing strategy of major sports events under the background of Internet +——taking wechat public addess of China Tennis Open as an eyample

采用文献资料法、数理统计法、访谈法等,对中国网球公开赛微信运营模式进行深入分析,探讨其营销策略及特点,以期在新媒体大背景下为我国大型体育赛事营销的研究提供新的思路,最大限度地发挥赛事的品牌和经济价值。

By using the method of literature, mathematical analysis and interview, this article deeply studies the WeChat operation pattern of China Open, discusses its strategies and characteristics, in order to provide some new ideas and maximize the value of the competition brand and economic under the new media background.