On The Functions Of Media To Large-scale Sports Game And Its Operation Strategy

large-scale sports game have an obvious role in promoting economic development and enhancing the influence of the host place. There are the more and more international competitions held in China, however, the organizers are still in face of how to promote events to attract the attention of the audience. The primary choice is to use the media. The media plays a very important role in large-scale sports game including the Olympic Games. For the bid of and preparation for the sporting events, the media is essential to accumulate resources and influence the public opinion. For the operation and management of the sports events, the media is vital marketing communicators and platform providers. For the evaluation and conclusion of the sporting events, the media is the irreplaceable image-builder and the final decision-maker. And as a result of its large-scale and monopoly, its authenticity and timeliness, its sensation and unpredictability, its participation and interestedness, large-scale sports game are highly favored to the public. Hence, the media, including the Chinese media whose operation awareness is continued awakening also hopes to attract the audience through report and dissemination of large-scale sports game to realize their own economic interests and social benefits. It can be said that large-scale sports game and the media need each other, or they are even interdependent and symbiotic.Consequently, the media needs to devise and adopt effective reporting strategy, establish the image of events, and expand the impact of events. And event organizers should provide various services needed by the media coverage in order to shape good relationship between the media and the event organizers to achieve a win-win situation and realize the coverage effect. As in the 2008 Beijing Olympics, the media made one of the best Olympic coverage by "great Olympic, wide sports, special news, pan-spread, full coverage, multimedia, cross-country, small features". The corresponding media departments provided rich, comprehensive and accurate information services as well as a warm living environment to the press and media from various countries. Consequently, through the media, the extraordinary Beijing Olympics is presented in front of the audience, and the ultimate purpose of establishing China's image is achieved. This paper attempts to take the Olympic Games as an example, through the discussion of media functions to China's large-scale sports game and its operation strategy, to explore how to take effective dissemination strategy for the expansion of major events to better off the effect and scope of the dissemination, and how to provide high-quality media services to shape a new type of good relations between media and event organizers in nowadays harmonious society.