社交媒体时代赞助商如何使用微博讲述多线条赞助故事--基于2018年国际足联世界杯赞助商的研究

How Do Sponsors UseWeibo to TellMultiple Lines Sponsorship Stories in the Social Media Age-A Study Based on Sponsors of the 2018 FIFA World Cup

依据赞助营销、内容营销、微博营销理论,以2018年国际足联世界杯赞助商作为样本,运用规范的案例研究法和内容分析法建构“微博讲述多线条赞助故事”的叙事理论框架,从信息内容之间的关联性入手解决碎片化信息如何整合从而产生出连续、有价值的内容这一难题,使杂乱的微博信息整合而产生合力效果。该理论框架认为,企业如果要成功地通过微博讲述故事,必须从两方面入手:1)确立赞助故事主题,需具有关联、突出、互动3个要素;2)设计赞助故事线,包括根据赞助营销战略设计故事主线、故事辅线、故事支线,根据题材特征选择顺序、逻辑、层次、并列的故事线结构,故事线展开时遵循优势、丰富、对应3个原则。

Based on sponsorship marketing,Weibo marketing,content marketing,this study de‐velops the theoretical framework of the multi-line sponsorship story of using Weibo.Then,us‐ing a standardized case study and content analysis method,the study systemically studies the practices of Sponsors of the 2018 FIFA World Cup.Starting from the relevance of information content to solve this problem of how to integrate fragmentation information to produce continu‐ous and valuable content,the study makes these messy Weibo information integrated together to produce resultant effect.The study mainly discusses two key issues:1)Establishing the theme of the sponsor story needs three elements:relevance,prominence and interaction;2)designing sponsored story lines includes the design of main storylines,auxiliary storylines and side story‐lines based on sponsorship marketing strategies;the sequence,logic,hierarchy and parallel sto‐ry line structure are selected according to the subject characteristics under the principles of supe‐riority,richness and correspondence.