A Study on Sports Communication and Marketing Opportunities for Outdoor Clubs in Songjiang District in the All-Media Era
This study aims to investigate the development of outdoor clubs in Songjiang District,focusing on sports communication strategies and marketing prospects.METHOD:The study utilized literature reviews,case studies,on-site surveys,and data analysis.RESULTS:The clubs operate on a membership basis but encounter challenges such as low member engagement and a reliance on a single revenue stream.Communication strategies involve member referrals,club brand building,unified management,public relations,a synergy of new and traditional media,and fostering group awareness and information exchange.Recommendations include increasing member engagement,diversifying revenue streams,seamlessly integrating various communication methods,leveraging all-media channels to enhance information diversity and content quality,building a new media-centric framework for direct marketing,and developing diversified indirect marketing strategies.These are also envisioned as the future directions for outdoor clubs.
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