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一2003年,令飞燕从香港大学经贸系毕业后,喜欢马术的她在上海郊区建了一家马术俱乐部。在正式开业前,令飞燕来到浦东商务楼较为集中的一带,向人们发放宣传资料。同时,她还将相关信息贴到专门介绍休闲娱乐场所的论坛里。但开张的第一个月仅有70多人前来游玩。这样的开局,让令飞燕既郁闷又疑惑不解。为了找到答案,令飞燕以一名普通网友的身份在一白领论坛发了一张讨论帖:“今天,你会参加马术运动吗?”很快,一些网友跟贴回复道:“什么叫马术运动?只在电视里听说过,不太清楚。”“又不参加马术比赛,玩这没多大意思吧?”令飞燕恍然大悟,原来是大家对马术运动不够了解。该怎样推广马术这项运动呢?她想:时下最流行的全民运动,排在首位的肯定是减肥,而马术运动在这方面有优势,如果将二者结合起来进行宣传,是不是会起到意想不到的效果呢?
In 2003, after Fei Yan graduated from the Department of Economics and Business Administration of the University of Hong Kong, she liked horse riding and built an equestrian club on the outskirts of Shanghai. Before the official opening of the business, Feiyan was brought to the more concentrated area of Pudong Business Building to distribute publicity materials to the people. At the same time, she also posted relevant information to a forum devoted to leisure and entertainment. However, only 70 people came to play in the first month of opening. This kind of start makes Feiyan both depressed and puzzled. In order to find the answer, Fei Yan sent a discussion thread at a white-collar forum as an ordinary netizen: “Do you participate in equestrian sports today?” Soon, some netizens replied: “What is riding? Sports have only been heard on television. It is not very clear.” “Does not participate in equestrian events, and it doesn’t make much sense to play this game?” That made Feiyan suddenly realize that everyone knew about the equestrian sport. How to promote the equestrian sport? She thought: Nowadays the most popular national sport, it is certainly the first place to lose weight, and equestrian sports have advantages in this regard, if you combine the two for publicity, is it right? Unexpected effect?