Research On The New Media Strategy Of Promoting Winter Sports In Chongli Under The Background Of Winter Olympics

Since Beijing and Zhangjiakou won the right to host the 2022 winter Olympics in 2015,China has introduced a series of policies to encourage the development of winter sports.In this context,Chongli,as an important link in the coordinated development of the Beijing-Tianjin-Hebei region and the joint host of the 2022 Winter Olympics,is gradually transforming from an obscure county to a world-famous ski resort.Due to the improvement of Internet technology,the emerging network media forms are constantly updated,and the rapid development of large-scale ice and snow events and the emerging ice and snow industry is taken as an opportunity to make it the content growth point of network media.In the context of the Winter Olympics,the study on how Chongli promotes the winter sports through new media will play a certain role in promoting the communication of ice and snow culture and the development of ice and snow industry.In this logic analysis,to worship ceremony to promote new media strategy of winter sports as the research object,and hopes to other features a sports city promotion related sports play a role as a reference,this article from the new media environment to analyze the spread of winter sports,with certain forward-looking,research value.Based on the use of new media to promote sports related theory and case analysis,the research that under the background of fact that worship ceremony to promote the process of ice and snow sports,first worship ceremony establish serious government official through local mainstream new media reported by voice to shape the worship ceremony "snow country" the image of the city,and promote the development of ice and snow industry.At the same time,by means of multi-stage media linkage communication,the linkage between the new media at the central level and the local mainstream new media in Chongli can trigger the brand endorsement effect and more effectively promote the ice and snow movement across the country.In terms of communication content,we should grasp the IP content of the winter Olympics,closely link Chongli with the winter Olympics,and more effectively promote the city brand and ice and snow sports in the whole country and even the whole world.In order to better attract the public to participate in the ice and snow sports,civil organizations and related enterprises provide ice and snow community APP platform to provide ice and snow lovers with a community to discuss and share ice and snow advice,thus activating the ice and snow community.This paper also analyzes two cases of new media promotion strategies in Taiwoo ski resort and Forlong resort,and summarizes the experiences worth learning from them.Finally,from the aspects of communication channels,content quality,communication concept and brand building,the paper proposes corresponding countermeasures to the problems in the promotion of ice and snow sports in Chongli at the present stage.Changing the ideas of retransmission.Suggestions on promoting ice and snow cultural brands.