体育赛事微博运营的现状、问题与对策  

Current Situation and Countermeasures of Sports Event Microblog Platform Operation

作　　者：张伟[1] 张德胜[2] 

机构地区：[1]广州体育学院体育新闻与传播系,广东广州510500 [2]武汉体育学院新闻传播学院,湖北武汉430079

出　　处：《武汉体育学院学报》2013年第7期54-57,共4页Journal of Wuhan Sports University

基　　金：2011年度国家社会科学基金项目(11BTY017)

摘　　要：体育赛事微博是传播体育赛事、服务体育赛事的重要的新媒体平台。体育赛事微博运营主要包括体育赛事理念和赛事品牌、体育赛事资讯、体育比赛微博直播、体育赛事赞助商传播、体育赛事媒体服务、服务观众、微博线上活动等内容。依据微博自身特性和微博营销的特点,就体育赛事微博运营提出如下对策:保持适中的微博发布频率;微博内容丰富、活泼亲和;注重与赛事组织成员间的"圈子化"传播;重视与"弱关系"粉丝的反馈与互动,提高体育赛事微博的服务性。Sports event microblog platforms are new media communication means for sports games and sports event services. In his paper, content analysis was adopted to reveal the status quo of spots event microblog platform operation, which included ideas, brand, information, blog-broadcsting, sponsor communication, media service, audience, and online activities of sports games. It could be seen that sports event microblog platform operation should maintain appropriate issuing frequency, rich and friendly content, focus on friend or member circle communication and on interaction with fans etc.

关 键 词：微博 体育赛事 赛事运营 

分 类 号：G80-05[文化科学—运动人体科学]