Research On The Media Promotion Strategy Of The World Cup China League

Equestrianism, known as a gentleman’s sport, originates in Europe and enjoys international reputation with its noble and elegant features. Meanwhile, equestrianism industry is an important driving force for economic and social development. FEI Jumping is internationally recognized as the top event for equestrianism and China hosted the event in 2011. However, the industry develops quite slow in China compared with the international growth. During the event, with the help of the international professional team, the host organized media promotion department to popularize the event in different phase of the event and nowadays the media department has been the backbone that runs the event. By analyzing and summarizing the promotion materials, procedures and effects, conclusions on promoting sport events can be made which can not only help FEI world cup jumping promotion in China, but also provide some instructive information about how to run such events.This paper takes several methods such as data collection, text analysis, document collection and comparisons to analyze and summarize the promotion for the FEI world cup jumping China league from 2011 to 2014 so as to present conclusions and suggestions via scientific methods.By studying the media promotion procedures and effects, the paper concludes that the key for media promotion is the development and maintenance of the media. On the basis of popularize the event, the purpose for media promotion is to take advantage of the media to maximize the benefits for sponsors and popularize the event. Moreover, ways to better promotion arrangements and specific strategies can be concluded. Most importantly, preparations for emergencies in the future can be made by analyzing the shortcomings and faults in the promotion process.