The Study On The Influencing Factors Of The Band Communication Effect Of Road Race In The Perspective Of Social Network

Chinese track and Field Association official website called the race as a marathon and rush or run on the road including the whole marathon,half marathon and ten kilometers run,healthy run,public run and other special events “Road race” for short.In recent years,with the road race races gradually warming,people on the Road race demand continues to grow,all kinds of road racing events gradually into the people's vision,well-known event tickets difficult to find.One side of the coin is good market information,the other side of the coin is the uneven level of management,brand communication of road running events' lagging behind the trend of development of the times is one of the most important factors.Nowadays we have entered the WEB2.0 era,the social networks and the mobile Internet become the main position of the people to obtain the information,the study of the Road race brand communication effect factors in the new context can help the game operators to find and use Social network and brand marketing law of the road racing better.To facilitate the development of brand research strategies,develop a reasonable market operation plan,improve the efficiency of the event brand communication.This paper uses the literature data method,Delphi method,questionnaire survey method and mathematical statistics method to analyze the influencing factors of the effect of Road race's brand communication in social network perspective,and the Shanghai International Marathon and its series are the specific cases.The conclusion is as follows:(1)Most of the people in the runners' samples have been contacted the information about the Shanghai International Marathon and its series through social networking,but only a small number of people had attended or successfully signed up.The number and frequency of the series still need to be increased.(2)Runners to 18 to 40 years old between the high income of young people as the main crowd,the proportion of men and women more balanced,undergraduate and graduate students and above accounted for 74.9%,road racing crowd is still biased in highly educated;(3)The using frequency of social networks and the length of time spentting on it can see a high degree of dependence on social networks.The channels for respondents to get road racing information tend to be diversified,but the online social approach is much higher than other ways,that's why we studying brand communication in the social network perspective.(4)In this paper,we get the influencing factors of the brand communication effect of Road race in the perspective of social network through the scientific method,a total of 22 indicators,4 dimensions.The branding effect of the road racing event is positively related to the four dimensions.The regression coefficient of source professionalism is R = 0.180,the regression coefficient of information communication intermediary factor is R = 0.283,the regression coefficient of receiver professionalism is R = 0.304,and the regression coefficient of trust tendency is R = 0.425.The influence of the four dimensions on the effect of communication is expressed as the trust tendency> receiver professionalism> communication intermediary factor> source professionalism.Through the correlation analysis of the eight principal component factors,the timeliness of the information source,the dynamic factors of the communication intermediary,the individual characteristics of the recipient,the emotion-based trust,the trust-based trust,these factors have a significant positive correlation with the propagation effect.There is a significant negative correlation between the maturity of the information receiver and the effect of brand communication,and the correlation between the form of communication intermediary and the effect of communication is not significant.In view of the above conclusions,this paper draws the following management suggestions from the perspective of the tournament operator: In the social network perspective,brand operators of Road racing should pay attention to the content of the brand marketing,training community key users(KOL),for the sub-groups to develop targeted marketing programs,the establishment of value-oriented long-term effective communication mechanism.