Research On The Sports Star Image Building From The Perspective Of Social Media Marketing

In the rapid development of mass media today, social media broke the barriers of language and national cultural differences and other barriers, differences in the audience beyond time and space for information received. Through social media marketing, sports stars to make the world’s audience is more intuitive more quickly understand their own.This paper to literature data method, case research method and theoretical transplantation method as the research method, to society of media marketing as the theoretical basis, the research of its application in sports star image shaping,interdisciplinary research for the image of the sports star shape provides a new idea and new horizons.The main contents of this study are:1, the sports stars shaping the image of the function, value and principle; the role and value of sports stars shaping the image of the sports star is on economic, social and cultural values of ascension. The principle of shaping the unique principle,nationality principle, integrity and continuity principle.2, the content of shaping the image of sports stars; in sports star image features and media image change as the basis, the sports star image shape content into professionalism, external image, personal qualities, personality and behavior performance in five aspects.3, the factor of the influence of sports star image; difference from sports stars the competitive level of the sports star’s own quality differences, athletes training team,sports stars, excessive commercialization and social expectations of sports stars and requirements five aspects are analyzed.4, based on social media marketing image of sports stars shaping the way;vertical from sports star image consisting of five aspects, laterally from the two angles of online and offline, on the way of shaping the image of sports stars were analyzed. And Li Na as a typical case to explain.The results of the study show that: social media marketing to enhance the role of brand image phase compared with the traditional marketing way to spread more quickly and more widely, and marketing costs low, simple operation and in the era of network has become the sports star image marketing is the essential link. Has grown from a simple personal behavior, behavior of professional broker team of sports stars shaping the image of the sports star the; media image of sports stars marketing to offline marketing based, the online marketing and offline marketing combination, to create a sports star image; based on social media marketing of sports star image shape,longitudinally from the image of sports stars constitute the external image,professionalism, personal qualities, personality and behavior performance in five aspects, laterally from the online and offline marketing two angle, to the sports star shaped like planning to increase the sports star power and value. And it can provide a certain reference value for the further study of the sports star’s media image.Key words:...