The Research About The Problems And Countermeasures Of Chinese Professional Football Clubs' Microblog Marketing

In recent years,the development of China football has been concerned by all circles of society.Due to the domestic cultural environment,sports environment and the league's own factors affecting the current and expected gap is too large,the lack of core values and the lack of a sound mechanism to improve the creative marketing communication strategy.This article takes the Chinese professional football club marketing communication as the object to carry on the investigation and analysis.This paper through the analysis of related content for the occupation football development and marketing of micro-blog,China's current development status,occupation football club status of micro-blog marketing are summarized.In the domestic club micro-blog marketing content,Guangzhou Hengda Taobao FC is chosen to be the example,mainly divided into game tickets,game information,interactive fan relevant information,the club,coaches and players to take the main information;the way in marketing: "lightning" strong expansion strategy,marketing strategy,key event fans experience preferential.At the same time,with the help of questionnaire survey,this paper further explores the marketing problems of Chinese professional football clubs and their influencing factors from the perspective of empirical analysis:The purpose of this paper is to investigate the operation status of micro-blog account and the marketing situation of micro-blog in China,and to explore the factors that affect the micro-blog account marketing.Research methods: the main research method of quantitative research,by combining online and offline ways to collect a total of 484 questionnaires,SPSS was used to analysis the reliability and validity of the questionnaire,the consistency and validity of the research results.Conclusion: micro-blog marketing can promote the public to watch the occupation football league;micro-blog Football Club fans can improve heart intimate experience;to improve the quality of micro-blog marketing influence,micro-blog club can improve the purchasing power,public trust,public participation,publicity micro-blog fans;micro-blog use frequency and regardless of age,frequency of use of all ages there was no significant difference between men and women;for the micro-blog marketing attitude difference.Suggestions: accurate brand positioning;marketing plan;design micro-blog page;extensive use of network language;increase the fans and the public interaction;to promote product sales;adding special operations,timely reply to micro-blog.