Research On Optimization Strategy Of Sina Equestrian Channel Communication

In order to study the mass communication of minority sports,this paper chooses the equestrian channel of sina.com as the object,and studies the equestrian communication in China based on the theory of mass communication.When the equestrian channel of sina.com propagates equestrian events,it has fully considered the characteristics of equestrian as a minority sports event.The channel operators optimize it according to the characteristics of minority sports communication,but the actual operation effect is not ideal.Therefore,this paper analyzes the problems existing in the equestrian channel of sina.com in detail,and puts forward the corresponding optimization strategies,In order to help Sina equestrian channel better development.The specific research contents of this paper include:Firstly,the development of the equestrian channel of Sina.com is studied.Sina.com equestrian channel since its establishment,gradually formed an official website,Sina Weibo,Sina sports software equestrian column and other platform-wide communication modes.Through professional and authoritative event coverage and rich event broadcast,equestrian sports have gained a high degree of recognition from the audience and the industry and in the process of communication it quickly absorbed a large number of loyal users.Secondly,the author analyzes the information dissemination content and user perception of Sina.com Equestrian Channel.Through statistical data can intuitively understand Sina equestrian channel information update status is not ideal and can not meet the needs of users.And Sina’s equestrian channel’s news coverage rarely broke the news,and it failed to capture the attention of ordinary Sina users.Judging from the user’s perception of Sina’s equestrian channel,the channel staffs do not receive the desired results despite their efforts.Such results are not only because equestrian sports in China is a niche movement,but also because Sina.com equestrian channel’s content,form,carrier and user experience all have many problems.It affects the user experience and is not conducive to the long-term development of the platform.Finally,in view of the current situation and existing problems of the information dissemination of Sina.com Equestrian Channel,the author puts forward some suggestions to further development of Sina.com Equestrian Channel in terms of content,form,carrier and user experience.Focus on saving,put limited funds into the construction of elite teams and improve the level of team business.Get more official network resources for equestrian events to create star shows.Proper use of a variety of carriers to create hot topics,attract public attention and improve the exposure of Sina.com equestrian channel.The future equestrian sports media platform needs to spread a full range of equestrian information and provides a full range of services.Promote the cultivation of domestic equestrian culture,train equestrian enthusiasts and promote the promotion and development of equestrian sports in China.