基于新媒体平台的运动休闲小镇营销传播策略研究  

Research on Marketing Communication Strategy of Sports and Leisure Town based on New Media Platform

作　　者：李健[1] 范友 LI Jian;FAN You(School of Physical Education,China University of Geosciences(Wuhan),Wuhan,Hubei Province,430074 China)

机构地区：[1]中国地质大学(武汉)体育学院,湖北武汉430074

出　　处：《当代体育科技》2021年第17期168-170,共3页Contemporary Sports Technology

摘　　要：近年来,受到我国户外运动的普及,人们的消费观念和生活方式也发生了变化,为满足人民群众日益增长的运动休闲需求,运动休闲特色小镇向大众提供了重要的场地。新时代背景下互联网新媒体的快速发展,加快了信息传播的速度。新媒体营销依托于互联网产业的快速发展,为我国运动休闲特色小镇宣传策略创新提供了一条全新的选择路径。该文基于新媒体营销视角,研究了我国的96个体育运动特色小镇在百度、美团、携程、微信、抖音和微博六大热门新媒体平台上的宣传现状,总结并提出运动休闲小镇营销传播的对策建议。In recent years,with the popularity of outdoor sports in China,people's consumption concept and lifestyle have also changed.In order to meet people's growing demand for sports and leisure,sports and leisure characteristic towns have provided an important venue for the public.The rapid development of new Internet media in the new era has accelerated the speed of information dissemination.Relying on the rapid development of the Internet industry,new media marketing provides a new path for the innovation of publicity strategies in small towns with sports and leisure characteristics in China.Based on the perspective of new media marketing,this paper studies the promotion status of 96 sports characteristic towns in China on six popular new media platforms,namely Baidu,Meituan,Ctrip,WeChat,Tik Tok.and Microblog,and summarizes and puts forward countermeasures and Suggestions for marketing communication in sports leisure towns.

关 键 词：特色小镇 运动休闲 体旅融合 互联网 新媒体 

分 类 号：G80-05[文化科学—运动人体科学]