Research On Micro Media Spread Fit With The Value Of Sports Event Publicity And Path Optimization

The combination of micro media and sports event publicity is the typical embodiment of the media technology innovation and the change of people's demand for information,weibo,WeChat and clients as a representative of the media is gradually with its cultural transmission characteristics of the short changing the way people communicate and living habits,becoming the latest must-haves in the sports event publicity,whose breadth and depth of the expansion of publicity,resultin great influence.However,in the actual promotion process of many events,the value of the publicity does not fit with the characteristics of micro media,there are many problems.For this purpose,the value of the fit between the two research and path optimization strategy came into being.Taking Chongqing International Marathon as an example,uses the literature material method,questionnaire investigation,case analysis and mathematical statistics research methods,such as for micro media fit with the value of sports publicity,Chongqing International Marathon of the general situation and characteristics,On the micro media and sports propaganda value fits,Chongqing International Marathon development situation and characteristics,the micro media at the Chongqing International Marathon in the publicity of difficulties,reasons and Countermeasures of path optimization system research,On the basis of empirical analysis,the paper finds out the value fits path of the micro media and the Chongqing International Marathon competition,in order to provide the ideas for the long-term development of the Chongqing International Marathon,the main conclusions are as follows:There is a great value fits between the propagation characteristics of micro media and the promotion path of sports event the platform portability and widespread,interactive communication and instantaneity,operating the main body of anonymity and openness and inherent commercial and integrated,which provides an important way to realize the value appeal of sports event,such as "wide radiation","propaganda diversification","fair evaluation" and "brand building".Since the official launch of the Chongqing International Marathon in 2011,it has been running at a high speed for six years.Now,together with Beijing,Xiamen becomes a leader in Chinese marathon,economic benefit and urban brand go hand in hand,the national fitness atmosphere,micro media with its own characteristic advantage has become the mainstream of Chongqing International Marathon propaganda media.However,it also causes some problems,such as "propaganda and publicity narrow heat stage","sports news professional is not strong,lack of depth","excessive entertainment,fitness is not prominent mainstream elements" and "micro media communication system has not been built." making the Chongqing International Marathon official micro-blog,WeChat's promotional function does not fit well with the value of micro media dissemination.On the above research results put forward the following suggestions: first,official concerns propaganda work and makes it normalization to broaden the coverage of the event.Organizing committee responsibilities and priorities need to be re-examed and seize promotional opportunities.Second,improve the propaganda work personnel's service quality,strengthen the entry education,professional and authoritative should be coexisted.Third,moderate entertainment,on the basis of traditional sports culture,highlights the national fitness elements and Chongqing International Marathon character.And on the content of the specific form and write,must strengthen Chongqing' s event feature diversity and logic,always centered on the audience.Finally,increase investment,improve the dissemination of the main,shaping the effectiveness of the Chongqing marathon brand.Propaganda work continues to reflect its brand elements,highlighting the characteristic.