以Socıal Medıa和Marketıng Communıcatıon为例:以Turkısh和德国体育俱乐部为研究对象

E. Şirin, Ali Sevilmiş
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引用次数: 0

摘要

随着互联网的广泛使用,与传统环境相比,网络所具有的优势以及营销传播中的购买者倾向使网站成为体育俱乐部潜在的社交媒体传播和营销工具。本研究的主要目的是对中超联赛卡夫卡夫赛季和德甲联赛足球俱乐部官方网站在社交媒体传播和营销传播方面进行评价,并通过内容分析法揭示两个联赛的异同。对两个联赛共36家体育俱乐部的网站进行了评价。在分析数据时,采用MAXQDA定性数据分析软件。根据研究结果,虽然土耳其和德国体育俱乐部官方网站上的社交网络应用(Facebook、Twitter等)显示出相似性,但德国俱乐部中即时通讯应用(Snapchat)、文档跟踪系统(订阅RSS)和动态视频(Giphy)或博客访问工具被给予了一席之地。在大多数德国俱乐部中,官方网站包括多种语言选项,而在土耳其,少数俱乐部的网站上有多种语言选项。此外,土耳其体育俱乐部使用的营销沟通渠道与传统营销活动类似,两个联赛的俱乐部在使用这些渠道与客户直接沟通(回答关于产品的问题、评论等)、直接营销(关于过滤细节的信息、货物信息、安全付款、订单跟踪和产品退货)方面存在差异。销售发展(最喜欢/最畅销的产品,个人产品设计,季节性机会等)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs
Becoming widespread of internet use, advantages web has, compared to traditional environment, and purchaser tendencies in marketing communication have made web sites a potential social media communication and marketing tool for sport clubs. The main aim of this study is to evaluate official internet sites of soccer clubs of Super League Ilhan Cavcav Season and Bundesliga in Germany in terms of social media communication and marketing communication and reveal the similarity and difference between both league by means of content analysis method. Internet site of a total of 36 sport clubs in both leagues were evaluated. During analysis of the data, MAXQDA qualitative data analysis software was used. According to the results of the study, while social network applications (Facebook, Twitter, etc.) in the official web sites of Turkey  and Germany  sport clubs show similarity, instant messaging applications (Snapchat), documents follow system (subscribe to RSS) and motion  videos (Giphy) or blog accessing tools were seen to be given place in German clubs. In large majority of German clubs, while official internet sites include multiple language options, in Turkey, there is multiple language option in the internet site of a few number of clubs. In addition, Turkish sport clubs use marketing communication channels in similar to traditional marketing activities, and there are differences between the clubs taking place in both leagues in terms of the use of direct communication with customers through these channels (answering the questions about, comments about product, etc.), direct marketing (information about filtering detail, cargo information, safe payment, order follow, and product return), and sale development (favorite/ the most sold product, personal product design, seasonal opportunities, etc.).
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