基于SICAS模型的体育企业微博营销策略研究

Research on Marketing Strategy of Sports Companies Based on SICAS Model

在当前我国电视媒体市场垄断化的背景下,新兴媒体成为体育企业开拓市场的新途径。随着新媒体影响日深,微博以其低成本、低门槛、交互性强和传播迅速等优势,吸引着体育企业将其作为提升品牌价值和影响力的重要平台。体育企业开始了探索“微博+体育”的营销之路。本研究运用文献调查和数理统计法,对47家典型体育企业微博的营销现状进行了分析,研究发现体育企业微博营销存在五个问题:品牌形象感知不足、内容形式趋于同质、沟通关系尚未建立、用户互动偏于单向、口碑效应有待挖掘。在SICAS模型理论的基础上,构建了基于SICAS模型的体育企业微博营销模式,继而从用户感知、产生兴趣、连接沟通、行动购买、体验分享五个方面,提出品牌形象塑造、企业内容营销、建立沟通关系、企业互动营销、形成口碑效应的具体营销策略。

Under the background of the monopoly of China's TV media market,new media has become a new way for sports companies to open up markets.With the influence of new media,Weibo attracts sports companies as an important platform to enhance brand value and influence with its advantages of low cost,low threshold,strong interaction and Spread quickly.Sports companies have begun to explore the marketing path of“Weibo+sports”.This study uses literature survey and mathematical statistics to analyze the current status of Weibo marketing in 47 typical sports companies.The study found that there are five problems in Weibo marketing of sports companies:lack of brand image perception,content form homogeneity,communication relationship has not been established,user interaction is one-way,and word-of-mouth effect needs to be explored.Based on the SICAS model theory,the micro-blog marketing model of sports companies based on SICAS model is constructed.Then from the five aspects of Sense,Interest&Interactive,Connect&Communication,Action,Share,it puts forward the specific marketing strategies of brand image shaping,company content marketing,establishing communication relationship,company interactive marketing and forming word-of-mouth effect.