中國大陸本土運動品牌社群媒體行銷效果

Marketing Effects of Social Media for China's Domestic Sports Brands

10.5297/ser.202209_24(3).0002

王延婷(Yan-Ting Wang)；王豐家(Fong-Jia Wang)；張育綺(Yuchi Chang)；湯添進(Tien-Chin Tan)

新浪微博 ； 數位行銷框架 ； 貼文 ； 圖像 ； 動態影像 ； Sina Weibo ； digital marketing framework ； post ； image ； video

大專體育學刊

24卷3期（2022 / 09 / 30）

313 - 329

繁體中文;英文

本文研究目的為探究安踏、特步、361°和匹克等中國大陸本土運動品牌企業在社群媒體─新浪微博的行銷效果。針對4個中國大陸本土運動品牌在新浪微博發布的1,058則貼文、圖像和動態影像等，進行編碼、統計與分析。研究結果顯示：安踏、特步、361°、匹克等運動品牌企業在新浪微博皆註冊多個帳號形成網路社交矩陣，然而普遍存在以下問題：同一品牌各帳號間彼此互動不多、粉絲轉化顧客多藉由直接引導銷售平臺、對客戶需求的科學分析不足、與客戶即時互動和產品客製化溝通回應不及時。本研究結論：為了提升運動品牌在社群媒體的行銷成果，建議增強社群媒體團隊營運能力，提高新浪微博貼文內容的品質，確保新浪微博帳戶使用的可持續性，建立新浪微博營運管控體系。

The purpose of this study is to explore the marketing effects of the social media campaigns of China's four domestic sports brands companies (Anta, Xtep, 361° and Peaks) on Sina Weibo, a Chinese microblogging website. After analysis of 1,058 posts, images, and videos posted by these brands, results indicate that all four sports brand companies have registered multiple accounts on Sina Weibo to form individual online social matrices. However, the following problems are generally faced: reduced interaction between multiple accounts under one brand; disproportionate use of links in posts to direct followers to the sales platform and convert them into customers; lack of scientific analysis of customers' needs; and tardiness and impersonal manner when replying to comments, messages and questions about products. In conclusion, to improve the marketing results on social media, the study suggests that the sports brands enhance the operational capabilities of the social media team, improve the quality of Sina Weibo posts, ensure that the Sina Weibo accounts are sustainable, and establish a Sina Weibo operational control system.

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