论文部分内容阅读
微时代的兴起使得信息的传播速度更快、传播内容更具冲击力和震撼力,新兴的微博营销手段具有更加简短、便捷、迅速、广泛的传播特点,它可以提高企业知名度和品牌曝光率,大大拉升了销售额。越来越多的企业开始利用微博营销平台来引起消费者的关注,其中不乏知名体育用品品牌。另一方面,体育营销具有综合性特点,既有商品的营销,也有体育文化的传递。通过对体育热门微博案例的对比研究,不难发现,微博营销为体育营销开辟了新的媒介渠道。
The advent of micro era makes the dissemination of information faster, more impact and shocking dissemination of content, the emerging microblogging marketing tool has a more brief, convenient, rapid and extensive dissemination of features, it can increase corporate visibility and brand exposure , Greatly pulled up sales. More and more enterprises began to use the microblogging marketing platform to attract the attention of consumers, many of whom are well-known brand of sporting goods. On the other hand, sports marketing has comprehensive characteristics, both the marketing of goods, but also the delivery of sports culture. Through the comparative study of the case of sports popular microblogging, it is not difficult to find that the microblogging marketing has opened up a new media channel for sports marketing.