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The Research On Social Media Marketing Strategies Of Clubs In Chinese Football Association Super League During The We Media Era

Posted on:2015-03-16Degree:MasterType:Thesis
Country:ChinaCandidate:M WangFull Text:PDF
GTID:2297330431482704Subject:Operation of sporting events
Abstract/Summary:PDF Full Text Request
The development of Internet technology and the rise of social media bringchange to ordinary people, but also to the development of enterprises have brought asignificant impact, particularly driven by a strong marketing change. Social mediamarketing compared to traditional marketing methods is much easier to attractpeople’s attention and to promote social enterprise or brand communication. Socialmedia users grew by leaps and bounds; so many companies are focusing on socialmedia marketing. By building ‘we media’ in the social media platform, through theevent attracted a large audience aggregation and further help to achieve brandmarketing, effective dissemination of a wide range of products. Chinese footballassociation super league club as the community is concerned about the high degree ofwell-known sports brand by providing a high spectator sports competitionperformance products to attract public consumption. The traditional one-waytransmission of information marketing, failed to effectively narrow the distancebetween the club and the fans, the fans don’t have the chance to interact with the club;social marketing enables fans of the club needs to get feedback via two-waytransmission of information, and to promote effective interaction of fans, the publicviewing, discussion and self-propagation club information, and thus constantlyimprove the club’s image and exposure.The study closely around CSL clubs’ social marketing related issues, the2013CSL clubs’ social marketing were analyzed by reading, questionnaires, interviewswith experts and mathematical statistics research methods, and won four of thefollowing Research outcomes:(1) CSL clubs use social media status quo;(2) CSLclubs social marketing status quo;(3) the awareness of the fans of CSL clubs’ socialmarketing;(4) analyzes the main problems of CSL clubs’ social marketing, and comeout strategy can effectively improve the proposed CSL clubs’ social marketing level.Through analysis, the main conclusions of this paper are as follows:(1) Internet technology and the development of social media to build CSL club fromthe media and carry out social marketing possible. Successful social marketing canenhance the club’s brand exposure and deepen the relationship between the club andfans. It also can have a good reputation among the fans and improve the image of theclub;(2) CSL Club broad range of social media,with a large number of fans in the upperpart of the well-known social media, the club from time to time publish informationthat fans participate in discussions, social marketing has been generated form;(3) CSL clubs’ social marketing widespread lack of knowledge of social marketing,brand building backward from the media, the club is not a professional socialmarketing personnel, the lack of interaction with the fans caused fans consume media is poor, the impact on the club forces and enhance the image of littleproblems.(4) The fans of CSL clubs have greater expectations of social marketing. Fans areeager to interact and resonate with the club, and willing to participate in the SuperLeague club’s social marketing. They believe the CSL clubs’ social marketing canimprove the concern of clubs, improve the image of the club and the fans can getsupport and increase the number of fans and so on.(5) CSL clubs’ social marketing is a long ongoing process. Top-level design layoutby social marketing globally, strengthen we media brand connotation construction,building we media alliance, the scientific use of the data to carry out socialmarketing, social media marketing team to build and enhance the full marketinglevel, the establishment of social marketing objectives and continue appraisalstrategy and improve its social marketing level.
Keywords/Search Tags:we media, CSL football club, social media marketing
PDF Full Text Request
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