自媒体时代我国大型体育场馆运营的微博营销

Micro-blog Marketing of the Operation of China's Major Sports Facilities in We-media Era

主要采用文献资料、问卷调查法、案例分析法,就自媒体时代我国大型体育场馆运营的微博营销问题进行了研究,认为:我国大型体育场馆运营微博营销存在缺乏互动性、营销信息扩散度低、营销手段创新不够等问题。提出建立官方网站、坚持及时更新、提高微博关注度、微上和微外营销相结合、采用社会化整合营销等建议。

By the methods of literature study, questionnaire and case analysis, the paper focuses on the micro-blog(weibo) marketing of the operation of China's major sports facilities in we-media era. It points out the existing problems in micro-blog marketing, such as lack of interactivity, low-level of diffusion degrees of marketing information, insufficient innovation of marketing means, etc. It suggests setting up official websites, renewing the information without delay, attracting more attention to micro-blog, using both in-weibo and out-of-weibo marketing and adopting integrated social marketing.