Sport Industry Wechat Public Platform Communication Effect Research

WeChat public sports industry based on the platform as the research object,USES the literature material law,expert interview method,Delphi method,questionnaire investigation,case analysis,analytic hierarchy process(ahp),fuzzy comprehensive evaluation method and other research methods,through the combination of quantitative and qualitative methods,construction of sports industry WeChat public platform communication effect evaluation index system,and to\"sports industry ecosystem\"WeChat public platform for the empirical case for its communication effect comprehensive evaluation,WeChat public platform for the sports industry spread effect of study provide theoretical reference and practical guidance.First of all,on the basis of theoretical analysis and expert guidance,established the WeChat sports industry related concepts of the public platform communication effect,in the best of ability range search,sorting and statistics after all WeChat public sports industry platform,summarizes the WeChat public platform to the spread of sports industry status quo.Secondly,according to the result of literature analysis and expert consultation,set up the sports industry WeChat public platform communication effect evaluation model,through the evaluation model constructs the sports industry WeChat public platform communication effect evaluation index system,and using the Delphi method and analytic hierarchy process(ahp),after three rounds of expert questionnaire survey,to determine the weights of evaluation index system and hierarchical structure model.Finally,on the basis of classification and quantitative index weight will be 3 indexes,and the sports industry ecosystem WeChat public platform for the empirical case communication effect of comprehensive evaluation,complete sports industry ecosystem WeChat public platform communication effect evaluation research,put forward the sports industry WeChat public platform communication effect promotion strategy.The results show that:1.In the process of building the evaluation index system,the sports industry WeChat public platform communication effect evaluation index system of sports industry by WeChat public platform interface effect of intention,content,cognitive effects,fans,communication effect and behavior driven effect and so on four layers,four composite layer also contains 14 projects under layer and 29 factor.2.In the empirical case study,the sports industry ecosystem WeChat public platform interface effect is good,the function is relatively complete;Article attribute is reasonable,the content is rich;Sports advertising tweets less,read a space is larger.Sports industry ecosystem WeChat public platform communication effect value of 7.0008,communication effect for secondary grade,belongs to the good grades,better communication effect.3.The sports industry in promoting WeChat public platform communication effect of strategy,put forward to optimize the sports industry WeChat public platform,building personalized transmission.Improve the content of the sports industry efforts to spread and promote the efficiency and information transmission.Creation of anthropomorphic communication,attract fans communication;To the audience as the guidance,to realize the media\"introduction\" role;Accurate market positioning,to promote the sports industry service 5 strategies such as content.