随着社会化媒体时代到来，传统营销方式影响力日渐衰微，社会化媒体的出现和发展彻底颠覆了传统交流沟通方式，消费者地位得到了极大提升，过去由企业主导的单向营销传播模式逐渐演变为如今的“企业-消费者”双向互动模式，整个营销体系发生了很大变化，加之本国快消行业的社会化媒体营销水平普遍较低，因而更加需要立足于当前时代特征，对营销传播策略进行变革。本文通过对体育用品公司阿迪达斯体育（中国）有限公司“新闻编辑室”部门的社会化媒体营销进行分析，以笔者亲身的实习经历，通过参与式观察、个案研究、访谈的方法，基于营销传播学视角下的4R理论，结合营销3.0时代特征以及新闻传播学中的两级传播和意见领袖、议程设置/建构理论加以分析，通过“环境—企业—消费者”三元互动框架，立足于4R理论的顾客关联、市场反应、关系营销、利益回报四个角度，具体分析阿迪达斯在社会化媒体营销中所打造的“三位一体”媒介互动圈，同时就当前的重点营销方式“名人资源营销”加以分析佐证，并辅之典型营销案例分析和竞争对手耐克分析。基于以上所有分析，最终总结出相应的社会化媒体营销策略分析框架，从企业自我评价策略、关联策略、反应策略、关系策略、回报策略、保障策略、风险应对策略、效果评估策略、策略展望九个方面给出建议。以此供本国体育用品公司、其它快消类企业的社会化媒体营销借鉴与学习。

With the advent of the era of social media, the influence of traditional marketing mode is declining, the emergence and development of social media completely subverts the traditional communication and communication mode, and the status of consumers has been greatly improved. The past one-way communication marketing led by enterprises has gradually evolved into a two-way interactive model of "enterprise consumer". As a whole, the whole marketing system has changed greatly. In addition, the level of social media marketing in the domestic fast industry is generally low, so we need to be more based on the characteristics of the current times and change the marketing communication strategy. Through the analysis of the social media marketing of the Adidas sports (China) sports (China) Co., Ltd. "news editing room" Department of sports goods company, this article is based on the author's own internship experience, through the method of participatory observation, case study and interview, based on the 4R theory of marketing, combining the characteristics of the 3 era of marketing and the characteristics of marketing. The two level communication and opinion leaders, agenda setting / construction theory in journalism and communication are analyzed. Through the "media environment enterprise consumer" three-elements-interaction framework, it is based on the 4R theory of customer Association, market reaction, relationship marketing and benefit return, and analyzes adidas social media marketing in detail. At the same time, the "Trinity" media ecosystem was created, and the current key marketing mode of "celebrity resource marketing" was analyzed and supported, and the typical marketing case analysis and competitor Nike analysis. Based on all of the above analysis, the paper finally summarizes the corresponding analysis framework of social media marketing strategy, and gives suggestions from nine aspects: enterprise self evaluation strategy, association strategy, reaction strategy, relationship strategy, return strategy, guarantee strategy, risk coping strategy, effect evaluation strategy and strategy prospect. It can be used for reference and learning from the social media marketing of domestic sporting goods companies and other fast moving enterprises.