【摘要】 通过对我国16家中超足球俱乐部的官方微博进行研究,分析了它们的微博影响力、微博推送内容与形式、利用微博进行品牌推广策略等,认为:体育俱乐部利用微博进行品牌推广具有良好的传播效应;传播形式上适合移动端的需要,信息发布速度快、原创比例高、资源占用率低;俱乐部注重强化俱乐部的正面形象,重视粉丝的情感体验与相互沟通。更多还原

【Abstract】 Based on the researches of the official micro-blogs of 16 CSL football clubs,the paper analyses the influences,contents and forms of their micro-blogs and the publicity strategy with the use of micro-blog.The paper points out that the use of micro-blog to promote the brand has good publicity effects,that the publicity form is more suitable for the mobile terminal with fast publicity speed,high percentage of original work and low percentage of resource occupation and that the clubs should highlight the positive image of the clubs and the feelings and communications of the fans.更多还原