Research On The Media Promotion Of The 2018 FEI Jumping World Cup China League

The FEI Jumping World Cup China League(hereinafter referred to as "Equestrian World Cup")has been successfully held in China for eight times,and its operation mode has gradually matured.However,as its top international competition,Its popularity and influence are far from professional.Therefore,how to stand out in many international competitions and get enough attention and heat is the problem that needs to be solved in the current competition.The media promotion research of the event is the core of the good operation of the event.It is also an inevitable choice to effectively improve the influence and attention of the event and increase the value of the event.This article takes the promotion of the Chinese League media in the International Federation of Horses and Horses(FEI).Using literature data,questionnaire survey,field survey method,expert interview method as the research method,the mass communication 5W communication model and AISAS consumer behavior model as the theoretical basis,through the practice survey of the event media promotion work and the audience of the event The survey,with the promotion of event media as the core,conducts specific research on the campaign media promotion strategy,main body and motivation,promotion content and channels,audience and promotion effects,better clarifies the audience positioning of the event,and finds problems in the media promotion work of the event.And make reasonable suggestions.The main conclusions of this paper are:(1)The Equestrian World Cup China League media promotion has established a full-media stereo platform covering TV,video,plane,network,new media,etc.,with the promotion of high-quality resources of mainstream authoritative media,and the large-scale deployment of professional video media.Improve the professionalism andinfluence of the event.(II)The target audience of the competition is mainly male and female who have children in the family.The age range is between 26-50 years old,with high education,good consumption level and consumption consciousness,and higher social level.,biased towards the middle and high-end groups.(3)The promotion of the event media has enabled the event to obtain sufficient exposure,expand the influence of the event,promote the transformation of consumers' purchasing power and the enthusiasm of the masses to participate in the equestrian sports,and help to strengthen the image shaping and promotion of the event.(4)The main problems in the event are: the official promotion of the event from the media is insufficient,the official website lacks maintenance;the media promotion content emphasizes the professionalism of the competition too much,and lacks the equestrian and humanistic care;the event lacks the interactive integration with the audience online and offline,affecting the event.Effective communication and audience stickiness;event media promotion lacks high-quality traffic stars,and the influence of the event is insufficient.(V)Suggestions: Improve website construction,increase competition from media promotion;optimize promotion content,establish emotional connection with audience;focus on interaction with audience,improve audience stickiness;build star rider Elements to enhance the audience experience.