A Study On WeChat Dissemination Of Big Sports Events

Since its launch in 2011, WeChat has become a mobile instant messaging tool that has the highest utilization rate during 5 years. According to recent data released by the Tencent,the number of WeChat users has topped 600 million in 2006, and the cumulative number of people focusing on WeChat public users has reached 400 million. WeChat public ID is above 10 million, and is increasing at a speed of 15000 a day. WeChat has become the first big mobile terminal information dissemination tool and an indispensable media platform in people’s daily life. Its application achieves the full coverage ranging from the official to individuals and penetrates into all aspects of the society. In the field of large-scale sports events dissemination, the application of WeChat platform is increasingly wide and deep, audiences are more and more dependent on WeChat, from officials to contestants in the events. It has become an integral part of sports events. So it is of practical significance to have a systematic study and in-depth discussion of WeChat dissemination of sports events.Based on the actual operation cases of WeChat dissemination, the thesis, combining with the latest WeChat dissemination study theory, adopted the method of literature analysis, data analysis, investigation and interview and so on, and studied the two subdivision levels of personal WeChat ID and WeChat public platform in order to explore the best mode of WeChat in large sports events.From the perspective of the dissemination characteristics of WeChat in large-scale sports events: It subdivided the WeChat dissemination characteristics from the perspectives of WeChat public ID and personal WeChat ID, and then figured out the characteristics of them. WeChat public ID had the characteristics of mandatory message push, composite multimedia information dissemination form with a limited capacity, precise personalized information push and so on. Personal WeChat ID had the characteristics of complex form of information dissemination, real-time information exchange, semi-closed information dissemination structure, etc.Study on the four main forms of WeChat dissemination in large-scale sports events according to practice: information dissemination of official and related WeChat public ID,information dissemination of media WeChat public ID,information dissemination of personal WeChat ID,and information dissemination of sports celebrities WeChat. It also probed into dissemination forms, contents and characteristics.Discussion on WeChat dissemination mode in large-scale sports events theoretically: based on the two dissemination modes of “’Interaction Ritual Chains’ based on emotion” and “based on network dissemination” and analyzed the WeChat dissemination mode in large-scale sports events.Analysis of the main problems of WeChat dissemination in large-scale sports events based on cases: the phenomenon of limited number of push messages from WeChat public platform,limited dissemination channels caused by semi-closed dissemination mode,difficult public opinion risk prevention caused by public opinion field structure and geometrical chain dissemination mode and so on.Construction of the core contents on the basis of theoretical discussion and case study: a WeChat dissemination system in large-scale sports events and its operation mechanism, such as dissemination risk early warning and prevention, integration with other media, the establishment of professional operations team, the creation of brand columns, etc.