Research On Current Situation And Development Of Sports Micro - Video In China

In2012, by the State General Administration of sport andChina sports journalists’ Association "Micro Perspective, New Wonderful" Chinesesports micro-video exhibition activities,"the concept of physical micro video" is putforward for the first time. Show activity emerged a large number of distinct themes,outstanding characteristics, specialized outstanding sports micro video works. Thisarticle uses the literature material law, case study and expert interview, in therelevant literature on the existing analysis, the basis of summing up and organize,combined with industry trends to propose valuable views. But nationwide, sportsmicro video also showing the status of ambiguous concept, classification is not clear,lack of publicity and marketing.The growing popularity of sport, the media environment and the rapiddevelopment of video technology, audience and business needs expanding stimulatesports micro video production. This paper from the display content and shoot lengthand so on, put forward the concept of sports micro video refers to the subject topromote sports, sports culture, to carry forward the rich sports spirit,promote microvideo propaganda harmonious sports and social development for the purpose ofconsciousness, influential. Compared with other types of video and micro-video,characteristics of sports micro video has microcosmic,professional, educational,interactive and entertaining. Analysis from the perspective of marketing, sports videocontent on micro difference, integration of resources, classification of audience andcelebrity marketing, will help enhance publicity to expand influence.Take2012Chinese sports micro video exhibition as an example, analyzed threekinds of presentation video display, network interaction and promotional activities,as well as to organizational communication based communication model. The awardfor drama, documentary and class three class gold medal works analyzing the themechoice, the character set, material characteristics and lens using four advantages andshortcomings, the analysis conclusion to find activities exist in the mode oftransmission, promotion and work classification insufficiency, and proposed tomobilize resources open shot,organization participation, integrate informationresources, establish a brand image, the refinement of internal division of hierarchicalclassification setting,clear advice. Finally, the practical significance of sports micro video, to evaluate the possiblerisk factors of death and some comments and suggestions...