The Action Research of Building Sport Internet Community From the View of Customer Relationship Management– 2019 Napoli Universiade as an Example

• Main Authors: HUANG, HSIAO-CHUN, 黃筱珺
• Other Authors: WANG, KAI-LI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/28757v

碩士 === 國立體育大學 === 國際體育事務碩士學位學程 === 107 === Nowadays, Facebook fan page is getting more popular because of the explosive growth of social media. To help Facebook fan page manager get better interaction with fans and understand what kind of post content will be more attractive to fans, the study aimed at building sport internet community from the view of customer relationship management. Through the action research, it bridges the gap between theory and practice, and solve problems in real situations. The research found that: first, the content analysis of fans preference: (a) there are some elements with striking effect, to be suitable used in the promotion period, for example, “Texture”,“Touch”, and “Support”; (b)To get better interaction with fans, “Touch”, “National Identity ” , “Personal Story”, “Live Streaming”, and“Functional”are the influential elements. Second, the strategies analysis of operating fan page: (a) strengthen the basic content value of the event, (b) provide customized post content, (c) consolidate the sports group with strong influence of the sport community, (d) enhance the potential content outside the game, and (5) endless cyclical corrections .