| Sport presentation plays an essential role in both comprehensive and individual sports competitions.It is not only the integration of the important carrier of event itself but a sporting culture.It has become the image of sporting events.With the development of technology,the means and methods of sports presentation have been changing on a daily basis.To deliver better communication and experience,the sports show is facing challenges of technical innovations and new ways of communication.In August 2012,We Chat public platform was officially launched.through the micro-public platform for public account for media activities since the media has been a kind of self-media activities,is a kind of new media technology,Mainstream interactive marketing.In the new media environment,the sports show and new media integration is imperative.This paper focuses on four different types of We Chat public platform as the object of study.Taking 2016 Kunshan Tangyou Cup and 2016 China Table Tennis Open two games as the sample collection to 5W communication theory framework for the theoretical support of the four Different types of We Chat public platform of the main communication,dissemination of content,the media,the audience and the impact of the dissemination of research and analysis.The purpose of this paper is to study the operation mode,positioning and function of We Chat public platform of different types in different sports events,analyze its intrinsic value and enlightenment,and sum up the rules and methods of fusion of new media and sports events.For the future development of sports display to provide a reference value of the proposal.Research shows that in China We Chat has brought 3 advantages into sports industry.It makes use of new technology to meet sports audience's needs.It gives sports presentation new meaning.It has positive impact on branding and promotes development of sporting industry.However,there are some issues need to be solved.Firstly,resources are not fully shared among different Wechat Platforms,repetitive contents are published in various sources;Secondly,news presented needs humorous expression.Finally,lacking of new media participation is another problem it is now facing.Based on the current situation and issues,this report provides a constructive strategy for the future development of We Chat public platform in sports display application: in terms of organizational strategy,it can integrate new media technology into the sports display system,reforming the traditional sports show team model and enhancing We Chat public platform operators professionalism of sports and new media operations quality training.On the other hand,from the operational strategy perspective,it can enrich the content of sports display and make full use of We Chat public platform to develop more features.It can personalize customer services and take advantage of multi-media which gives more comprehensive experience.Lastly,it can be branding strategy.By using new media technology,sports events can be bridging of their sponsors.Sponsors shape their brands by establishing their image through We Chat public account.Sports have been defined more than physical training,which in return further develop this industry. |
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