“互联网+”背景下大型体育赛事自媒体营销策略研究——以中网微信公众号为例  

A research on we-media marketing strategy of major sports events under the background of Internet +——taking wechat public addess of China Tennis Open as an eyample

作　　者：刘俊甫 张杨[1] LIU Junfu;ZHANG Yang(P.E.Institute of Shaanxi Normal University,Xi＇an710119,Shaanxi,China)

机构地区：[1]陕西师范大学体育学院,陕西西安710119

出　　处：《辽宁体育科技》2018年第6期31-34,共4页Liaoning Sport Science and Technology

摘　　要：采用文献资料法、数理统计法、访谈法等,对中国网球公开赛微信运营模式进行深入分析,探讨其营销策略及特点,以期在新媒体大背景下为我国大型体育赛事营销的研究提供新的思路,最大限度地发挥赛事的品牌和经济价值。By using the method of literature, mathematical analysis and interview, this article deeply studies the WeChat operation pattern of China Open, discusses its strategies and characteristics, in order to provide some new ideas and maximize the value of the competition brand and economic under the new media background.

关 键 词：大型体育赛事 体育营销 微信营销 中国网球公开赛 

分 类 号：G80-05[文化科学—运动人体科学]