Research On Communication Reports Of The 2018 World Cup In Russia On Tencent

Tencent.com lost to Youku at the disadvantage of the 2018 World Cup network broadcast rights in Russia.In the absence of the right to broadcast,Tencent.com changed its communication ideas and proposed a "fun" World Cup concept,advocating content as king.This article will take Tencent's World Cup in Russia as the research object.Through content analysis,literature and case analysis,we will study Tencent.com from five aspects:communication subject,communication content,communication channel,user experience and communication effect.How to implement the "fun" World Cup communication concept without the disadvantage of the Russian World Cup broadcast rights,and consolidate its leading position in the online media.By analyzing the characteristics of Tencent's communication during the World Cup in Russia and looking for problems in communication,it proposes effective solutions and suggestions,which provides some reference and reference for Tencent's future large-scale sports events and even the daily communication.Through research,it is found that even without the right to broadcast the World Cup,Tencent has created a lot of valuable news content,hot topics,etc.,using these high-quality content to create a "fun" World Cup,attracting hundreds of millions of users to use the daily life.The fragmentation time in life is to browse the Tencent World Cup news,watch the original video programs related to the World Cup made by Tencent.com and participate in the offline activities sponsored by them.In the spread of the World Cup in Russia,Tencent.com pays great attention to the accumulation of resources in the early stage and the output of original content.The main body of the communication relies on the reporters in front,the editors in the back,the contracted cooperation media and the media to produce a lot of content with dissemination value;the content of the dissemination is divided into event content,non-race content and offline activities to create viral content.And the application of black technology to the spread of the Russian World Cup;Tencent.com also developed different communication programs for senior fans and non-senior fans,reaching the pain points and needs of users of all colors,achieving the full coverage of users.Of course,Tencent has some problems in the process of the World Cup in Russia.For example,the editorial team lacks communication and has too much homogenization content;after the game,the content is inserted hard and wide,affecting the user experience;there are artificial low-level mistakes,and the content entertainment is obvious;The algorithm acts as a gatekeeper,and the personality is customized to form a information boudoir.In the future,Tencent should improve the content publishing and monitoring system,change the way of communication and reporting,and continue to use the latest technology in the reporting of large-scale events.