我国体育社会组织的微博营销模式构建研究

The Construction of Micro-blog’s Marketing Mode of Sports Social Organization in China

为进一步提升我国体育社会组织的影响力与公信力,文章采用文献资料、逻辑推理等研究方法,分析当前体育社会组织的发展和营销能力状况,阐明体育社会组织实施微博营销的驱动因素,进而构建融合互动营销、代言营销、情感营销于一身的微博整合营销模型,以期更好地助力健康中国建设。

In order to enhance the influence and credibility of sports social organization of our country, the paper analyzes the development and marketing ability of the current sports social organization by using the methods of literature and logic reasoning, and expounds the driving factors of the sports social organization to implement micro-blog marketing, and then constructs the integrated micro-blog marketing model which is integrated the interactive marketing, endorsement marketing and emotional marketing, in order to promote the construction of healthy China.