新媒体时代户外俱乐部营销发展的机遇困境及对策  

Opportunities,Challenges and Countermeasures of Outdoor Club Marketing Development in the Era of New Media

作　　者：严子衿 YAN Zijin(Sports Academy,China University of Geosciences,Wuhan,Hubei Province,430074 China)

机构地区：[1]中国地质大学体育学院,湖北武汉430074

出　　处：《当代体育科技》2021年第20期248-250,共3页Contemporary Sports Technology

摘　　要：随着互联网信息技术的发展,5G时代的到来,内容信息经数字化技术传播更及时、丰富和便捷,新媒体迎来井喷式发展。户外运动与传播形态和媒介技术一直是共存共生、相互依赖的关系。一方面,户外运动项目的刺激性和可观赏性可以提供很好的内容输出,增强大众对户外运动的关注;另一方面,户外运动俱乐部需要媒介的推广和传播来实现自身的社会价值和经济价值。利用好新媒体加强信息传播的多元化和内容的优质化,构建出以新媒体为核心的营销框架,是户外运动俱乐部未来营销发展的方向。With the development of Internet information technology and the advent of 5G,the dissemination of content and information through digital platform is more timely,rich and convenient,therefore new media ushered in blowout development.Outdoor sports,communication forms and media technology have always been symbiotic and interdependent.On the one hand,outdoor sports are both exciting and enjoyable,which are suitable for content output and enhance public attention to related area;on the other hand,outdoor sports clubs require the promotion and publicity to achieve their own social and economic value.It might be the direction of the future marketing methods of outdoor sports clubs to make good use of new media in order to diversify means of publicity and improve the quality of output.

关 键 词：新媒体传播 户外运动俱乐部 新媒体营销 市场营销 

分 类 号：G8[文化科学—体育学]