Research On Marketing Status And Marketing Mode Of Stadium's WeChat

With the rapid development of the Internet,the network information dissemination form with new media as the carrier is growing rapidly in the field of information communication.In the major new media,WeChat stands out with its huge user population,and more and more enterprises are attaching importance to the use of WeChat public number for marketing.So in the field of sports industry,sports venues should also with the pace of The Times,cater to the needs of the consumers,attaches great importance to the construction of sports venues WeChat public issue of operation,combined with the venue itself situation,find the most suitable for their own public marketing model,to meet consumer demand at the same time,for the interests of the largest venue.Based on word of mouth marketing,interactive marketing,relationship marketing,three marketing related theory,based on the number of public sports venues of micro letter has carried on the sample survey,after the screening,finally chose the 386 sports stadiums,public as the research sample,according to the number of public types and sports venues type of samples are classified respectively,observe the analysis of the sports venues,public issue of the overall situation and operation status quo,discovering the limits of micro letter public platform,stadiums,public variety and sports venues of public operation management three big problems,and aimed at the existing problems in combination with the theory put forward five countermeasures:(1)the emphasis on micro letter public operational management;(2)attach importance to the push of public information of venues;(3)pay attention to the use of venue booking and WeChat online payment function;(4)attach importance to the use of various channels to cooperate with publicity;(5)focus on collecting customer feedback through the venue public number.Last samples from 386 venues public,selected the 60 feature-rich,public information push frequent venues,using the content analysis and cluster analysis to classify the 60 samples,analysis based on the results of cluster analysis sports venue WeChat number four kinds of public marketing mode: around "product promotions + venues service" marketing mode;Focus on the "hot topic" marketing model;The marketing model of "venue product service" and the marketing mode surrounding "venue brand + venue product service".