| Sports is a means of pubic leisure which included features of competitiveness,worth watching and entertaining,also have a broad mass base.With the development of times and the improvement of economy,people's spiritual need have gradually risen above the physical level.As a basic function of sports,to build a healthy body can not satisfy people any more,the entertainment function also plays an important role.In order to gain more spiritual enjoyment,people actively participate in sports activities and are eagerly involved in the discussion of sports topics.Thus,sports as a distinctive culture has gradually moved towards mature industrial model.The huge business opportunities and profits of its hide behind the conspicuous,its scattered charm has been sought after by countless people,so that sports industry can be among the sunrise industry column.We-Media era has already come,brought a new spring to the blossom of sports industry,media industry's participation along with sports industry formed a pattern with board prospects for development.The proportion of sports news in media reports has gradually increased,many sports events have become hot topics.The world wide competition such as NBA,The World Cup,The Olympic Games resulted in APP scraper push,Tian Liang,Li Xiaopeng,Yang Wei,Sun Yang became famous after participating TV shows,Ning Zetao,Zhang Jike,Ma Long took the title of national husband,TV shows with sports as its gimmick like The High Dive,Yes!Coach,Amazing Race gained high rating.It shows the development of China's sports industry.Micro-blog as the main battleground of We-Media,it has been the most important platform between sports stars and fans.However,the features such as timeliness,fragmentation,quick spreading and accessibility of micro-blog made micro-blogs of sports stars become important research topic.Some famous sports bloggers' influence was no less than traditional media,forinstance,Sun Yang's micro-blog had 32 million fans,Li Na's micro-blog had 22 million fans,Zhang Jike's micro-blog had 7 million fans.If they can make good use of this platform,they can spread sports culture efficiently.This article will take some sports stars who are in the front of sina micro-blog fans as the research object,and through literature study,content analysis and case analysis with reptiles,analyze sports stars' use of micro-blog habits,draw the positive significance of sports stars using micro-blog to spread.At the same time,do a careful analysis of the star in the use of micro-blog problems.Through the entertainment stars' micro-blog business strategy,we can put forward some of their own suggestions of the sports stars' micro-blog marketing. |
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