| Today, China exists in the moment with the rapid development of the Internet and mobile communication technology, and the latest birth tool micro-blog born showing the overwhelming fashionable trend and its influence on public life is immeasurable. Following all of the world’s major business enterprises have found the potential influence of micro-blog, so they seize this golden opportunity to carry out the micro-blog marketing which is bound to promote the corporate culture, and to develop the company’s future market. Domestic enterprises have also begun to join the micro-blog marketing which is the new emerging marketing method planning. However, our country is likely to be in trouble at any time while the enterprises conducting micro-blogging marketing which due to China’s lack of micro-blog operating, and it will affect the development of enterprises. Therefore, it will be the focused that sports brand enterprises of China to carry out primary micro-blog marketing strategy, including focus on the deeply understanding of the micro-blog marketing principles and operational nature, master sports brand marketing and network marketing status quo, and how to effectively carry out the micro-blog marketing model and methods in the future.Sports are developing fast in recent years, and more people take part in different events. Sports are growing more and more professional and fashionable. People who like sports are positive, challengeable, and young-attitude, these characteristics make them like to accept news things and new ways of life, as same as the characteristics of micro-blog’s. So, sport goods enterprise could make full use of micro-blog in marketing to enhance economic benefits. This thesis aims at constructing a frame of micro-blog marketing, offering the theory guidance to sports goods enterprise.This paper explained the functions, features, models of micro-blog and recent development of sport goods enterprise by reading large number of relevant reference and materials, analyzed viral marketing and the concept of micro-blog marketing. Research on brand marketing concepts, elements and models, elaborate the sports marketing, network marketing present situation and development trend of sports marketing. Applied questionnaire survey and cluster analysis to divide18factors of which can affect micro-blog marketing into three groups. Analyzed the data by the software of statistical package for the social seience. Comparative analysis the success experience of the Wiggle, which is the most famous sports bran in England, putting forward the advantages and solutions of domestic sports brand enterprises carry out micro-blog marketing. The author formed a deep understanding of the concept of brand marketing and researches about the impact factors and marketing models by reading a lot of marketing related information and documentation, based on the research we can further elaborated on the future prospects and the development trends of the sports marketing as well as network marketing, I carefully investigate and study the well-known domestic and foreign enterprises which have been obtained the achievement of network marketing in order to get more practical information.The results of this research are listed below:1. There are large numbers of stabilized consumers of micro-blog; they may be the potential client to sports goods enterprise, the ways of consumers’ behavior shows it is practicable for micro-blog marketing.2. Micro-blog marketing is an important way of marketing. Nowadays, Chinese sports goods enterprises are lack of the brand consciousness, low-level of branding. Micro-blog may help enterprises to improve their brand awareness and be more influential.3. micro-blog marketing needs profession team and targeted content to make more people be interested in sports goods. Different ways of marketing are needed to different people. Only combine the marketing with current affairs and topical issues, can sports goods enterprise can be successful in micro-blog marketing. |
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