品牌塑造视角下草根体育赛事微传播策略分析——以辽宁省五人制足球超级联赛为例

An analysis on the micro spread strategy of grassroots sports events from the perspective of brand building——taking Liaoning province’s futsal super league as an example

运用文献资料、逻辑分析等方法,阐述了草根体育赛事品牌塑造的重要性以及微传播在赛事品牌塑造中的积极作用,结果显示:微传播能够有效满足草根体育赛事组织者进行赛事营销,提高赛事曝光率,扩大赛事影响力和知名度的需求;并以“辽宁五超”为例,从途径、内容、扩散等方面分析了草根体育赛事的微传播策略,以期为其他草根体育赛事组织者提供赛事品牌塑造的成功经验。

By using methods of documentlits,logic analysis etc.,this paper expounds the importance of grassroots sports brand shaping and the positive role of microspread in the event brand building,and gets the conclusion that micro spread can effectively satisfy the grassroots sports events’marketing,increase the exposure rate,expand the influence and popularity of the event’s demand;and taking Liaoning futsal super league as an example analyzesas from the aspects,content,expansion,etc.the micro spread strategy of grassroots sports,aim at providing successful experience for other grassroots sports events’brand building.