CBA俱乐部微信公众号运营策略改革研究

Research on the operation strategy reform of WeChat official accounts in CBA clubs

采用文献资料法、内容分析法、参与式观察、数理统计法对2019-2020赛季CBA俱乐部微信公众号在比赛期和休赛期信息传播的规律、内容特点及与受众互动情况等进行分析.结果发现,CBA俱乐部比较重视微信公众号开通,但缺乏长期稳定的运营管理理念;公众号在比赛期和休赛期信息推送时间、推送数量和频率上差别较大;CBA俱乐部公众号推送信息以各类赛事信息为主,其他主题信息则较少涉及;受众关注最多的是教练员运动员信息和赛事信息;多数CBA俱乐部公众号互动性和娱乐性不足,缺少沟通和交流.在此基础上提出CBA俱乐部微信公众号运营的合理化建议.

Use the literature,content analysis,participatory observation,and mathematical statistics methods to analyze theregular pattern and content characteristics of the CBA club WeChat official account in the 2019-2020 season during the on-season and off-season.It was found that CBA club pays more attention to the opening of WeChat official account,but lacks a long-term and stable operation and management concept;CBA Club WeChat official account differs greatly in the number of information pushes and audience readings during the on-season and off-season;CBA club official account push information content mainly based on various types of event information,and less related to other topic information;the audience pays most attention to the information of coaches and athletes and event information;most CBA clubs have insufficient interaction and entertainment,and lack of communication and exchange.Based on these results,some rational proposals related to the operation of the WeChat official account of the CBA clubs are put forward.