Research On The Dissemination Strategies Of Tencent Sport In 2014 Sochi Winter Olympics

It has been a long time that the traditional media, especially TV took dominance in reporting sports news, and made huge contribution to the promotion of sports and Olympic value. In recent years, with the Internet coming into being and developing persistently and rapidly, the spread of social information has changed in a large scale. Massive quantity, timeliness and interactivity have become the brand new characteristics of the dissemination of information in internet era, and the dissemination of sport news is not exceptional.As a significant category of sport news dissemination in China, the reporting of huge sports event brought in the internet technology in 2004 Athens Olympic Games for the first time, and threw light upon a period in which the reporting of significant sport event innovates a lot. The 2008 Beijing Olympic Game put portal website into the view of the public, and the 2012 London Olympic Games witnessed the emergence and rising of social networking platform.The 2014 Sochi Winter Olympic Game was the first significant event after the 2012 London Game, and with no doubt raised great attention among numerous sports fans. What a report the internet media would display and what a reporting tendency the 2014 Winter Olympic Game would lead, as the skirmish of 2014 FIFA World Cup and 2016 Rio Olympic game are where the public’s attention lied.The paper synthetically uses the documentary analysis method, expert interview method, texture analysis method, mathematical statistic method and comparison analysis method to make research on the dissemination procedure and its five factors of 2014 Sochi Olympic Game, aiming to grasp the newest characteristics and tendency of the internet media in sport event covering.The research shows:(1)Sports stars have played a much more important role as communicator in the procedure; (2)The increasing percentage of depth and emotional report compensates for the content shortage of Internet medial (3)The reform of information dealing and displaying method has made much contribution to the width and depth of report system;(4)Visualization has become an inevitable tendency in internet media;(5)Apps promote report innovating from computer terminal to cellphone terminal.Plus, held at the point of Beijing and Zhangjiakou jointly biding for the 2022 Winter Olympic Games, the dissemination experience will be helpful for our government to promote winter sports and event in the future.