Research Report On The Social Media Operation Of NBA Dallas Mavericks In China

information exchange.Professional sports teams seize this opportunity and actively enter various social media platforms.Through active publicity and operation,the official social media accounts of the teams have become the main window for exporting content and cultural products.After completing the construction of social media networks in the United States,NBA teams have gradually expanded to the world.Through literature research,practical investigation,case comparison,questionnaire and online interview,this report conducts an investigation and research on the operation of Chinese official social media of NBA Dallas Mavericks under the framework of five communication elements and combined with SWOT analysis.The research results are as follows:Through literature review and combined with my own practical experience,I have a relatively comprehensive grasp of the operation of the official social media accounts of professional sports teams,and a preliminary understanding of the market environment and the development direction of the industry.With reference to the existing literature,this paper conducted a systematic and in-depth research on the operation of Chinese official social media of the Dallas Mavericks from four perspectives: the transition from traditional media to new media,the influence of new media technology on communication,the communication method of NBA culture and the overall comparison between NBA and CBA.Through the summary of my own practical experience,the analysis of a large number of team data,the collating of fan questionnaires,and the summary of long-term observation records and fan interviews with other teams in the NBA and the official social media of the CBA,I objectively analyzed the overall social media operation of the Dallas Mavericks.Judged the Chinese official social media operation of Dallas Mavericks based on the survey results,and found its excellent localization operation experience :anthropomorphic operation perspective,entertaining and topical operation mode,establishment of localization symbols and context.At the same time,it also found the existing problems :the lack of commercial investment and the openness of NBA copyright,the communication problem between American officials andIn the era of new media,social media has become a popular platform for operations in China,the lack of original and series content.Finally,in view of the existing problems,it puts forward : to strengthen communication with other social media accounts,to open a sino-us operation information circulation platform,to improve the spirit of originality and improve the operation team.In addition,through comparison and summary,it also proposed,to increase investment in social media operation of CBA,to build team characteristic culture,to build local star players.Three aspects of the proposal,in order to provide references for the Chinese local league CBA.