Research On China’s Large-scale Sport Events Of Microblog Marketing

Microblog, a social function and the media to emerging network application properties. Abroad by Twitter network marketing has become a new enterprise marketing channel. In 2010 the first year was named China’s microblog, as the user scale and the social influence of the comprehensive promotion. Microblog has become an important social media. When the Internet into the era of Microblog, people also more and more aware of the value of twitter as a marketing platform. In some sports event have realized the importance of Microblog, and gradually develop a microblog marketing activities. On the one hand, the number of sporting events open Microblog has already started to increase, on the other hand, although some sporting events on Microblog, but the effect is not satisfied. In common opened Microblog sports events, most don’t realize Microblog’s position in the marketing system,will not be able to accurately understand the connotation of the microblogging marketing, lack of basic microblogging marketing method guidance, in the concrete practice also failed to form a mature, reasonable marketing strategy.The purpose of this paper is to further study of weibo, and weibo marketing strategy system, using the method of literature, text analysis, case analysis, expert interviews, statistics and other research methods, using the theory of marketing, first has analyzed our country sports industry field weibo marketing present situation and the stage of our country’s sports marketing. Secondly points out our country sports weibo marketing are the main exist weibo, weibo marketing not persistent, not into system for the microblogging marketing expect too much as well as the method of marketing problems such as improper use. According to the specific problems put forward the corresponding countermeasure, pointed out that constructing sports weibo marketing strategy system, marketing system should establish the marketing target, choose appropriate platform, officer of micro operation, five aspects to build marketing strategy combination and effect evaluation. Finally, according to the system has been built for China open weibo marketing to conduct a comprehensive empirical research, analysis of China open the official weibo marketing strategy, summing up its experience, and puts forward Suggestions for improvement. Finally expounds this article research conclusion and the suggestion, weibo marketing is performed on the basis of marketing theory and sports weibo in China started late and the problem is more outstanding, analysis of the problems, should put forward by building a system of microblogging marketing strategy to solve them one by one. Before the weibo marketing is also advised to analysis related theory; For sports weibo marketing before you need to have comprehensive knowledge of weibo itself; According to the marketing strategy system proposed in this paper enrich the entire marketing process; And requirements of the content of the marketing strategy through the microblogging; Finally must straighten out the microblogging marketing position, rational face the weibo marketing.