CAJ | 학술논문

营销有助于体育社会组织社会使命的达成。我国体育社会组织存在缺乏营销观念、营销能力不足、营销资金不足的困境，传统的营销模式对于资源紧张的体育社会组织并不实际，微时代的到来为体育社会组织的营销创造了机遇和可能。体育社会组织微营销模式可采用微博营销和微信营销相结合的模式，微博营销扩大组织社会影响力、创建组织品牌，微信营销则是通过直接沟通满足服务群体的体育需求，在此基础上将微博和微信系统之间进行无缝对接并定期开展微活动，可扩大组织微营销的受众群体。
영소유조우체육사회조직사회사명적체성。아국체육사회조직존재결핍영소관념、영소능력불족、영소자금불족적곤경，전통적영소모식대우자원긴장적체육사회조직병불실제，미시대적도래위체육사회조직적영소창조료궤우화가능。체육사회조직미영소모식가채용미박영소화미신영소상결합적모식，미박영소확대조직사회영향력、창건조직품패，미신영소칙시통과직접구통만족복무군체적체육수구，재차기출상장미박화미신계통지간진행무봉대접병정기개전미활동，가확대조직미영소적수음군체。
Sports marketing help to achieve social mission of the nonprofit organization. There is a lack of sports mar-keting concept nonprofit organization,lack of marketing a-bility and lack of marketing financial difficulties. The tra-ditional marketing model for resource constraints nonpro-fits are not actual physical arrival of the era of micro-profit organizations for sports marketing creates opportunities and possibilities. Sports marketing model can be non-profit organizations micro blogging marketing and micro-channel marketing combining patterns. Micro blogging marketing organization expand the social influence, to create an or-ganization brand, micro-channel marketing is through di-rect communication services to meet the needs of sports groups, between this basis, the micro-blog and micro-channel systems seamlessly and regularly carry out micro-activities can expand the organization micro marketing au-dience.