Research On The New Media Marketing Strategy Of The Chinese Super League

With the continuous development of Internet information technology,there are more and more new media communication channels,which greatly enriches the information communication channels.At the same time,consumer behavior is quietly changing.Users can actively search,share and create information,which has had an impact on the traditional one-way communication mode between enterprises and consumers.Companies are paying more and more attention to building relationships with consumers.As an important professional sports event in China,the Chinese Super League(CSL)has a huge fans base,and they pay close attention to the events through different media channels.Therefore,CSL must correctly understand the importance of new media marketing,maintain good interaction with fans,and learn to use different new media channels to expand the scope of its marketing communication,so as to further enhance the influence of the event.First of all,this paper takes CSL as the research object and analyzes its new media marketing strategies in different channels.The results show that:(1)there are some problems in the Weibo marketing of CSL,such as low update frequency,ignoring the off-season routine maintenance,single content type,lack of entertainment,ignoring fans' comments,and lack of interaction awareness;(2)there are some problems in the micro channel marketing,such as the lack of customer service function of subscription number,the user experience needs to be improved,the repetition of subscription number tweets and official micro blog content,and the lack of originality There are some problems in app marketing,such as poor operation,lack of module maintenance,lack of continuous innovation,and serious homogenization with competitive products.Secondly,by comparing the new media marketing of CSL with that of Premier League,this paper draws the following enlightenment:(1)make full use of different new media channels,combined with the characteristics of each channel,and select targeted release content;(2)pay attention to the creation of content,the theme rich and interesting information is more popular with fans;(3)pay attention to the continuous content update and push,and communicate with fans Fans cultivate a stable relationship with fans.Finally,in view of the problems and shortcomings of the new media marketing strategy of CSL,this paper puts forward the following optimization suggestions:(1)set up a special marketing team,strengthen staff training,and accelerate the transformation of marketing consciousness;(2)add customer service staff posts,strengthen the interaction with fans and users,and enhance user stickiness;(3)combine the characteristics of the platform,pay attention to user needs,and create a high-quality internal platform(4)actively explore cross channel integrated marketing.