Research On The Status Quo And Strategy Of "Chinese Dragon Boat Tournament"

With the development of China's economic construction,the people's living standards have been continuously improved.The party's report on the 19 th National Congress pointed out that "socialism with Chinese characteristics has entered a new era,and the main contradictions in our society have been transformed into the people's growing needs for a better life.Balancing the contradictions of inadequate development,therefore,the development of all aspects of society began to pay attention to people's yearning for a better life,and the importance of culture and sports has become increasingly prominent.As one of the traditional national sports in China with the highest degree of attention,the widest scope of participation,the highest level of commercialization and the most advanced level of communication,the dragon boat has a broad mass base and cultural foundation.In order to promote the popularization of dragon boat sports in the masses,promote Chinese traditional culture,and train more dragon boat teams to further promote the dragon boat to the Olympic Games.In 2011,the National Sports General Administration Social Sports Guidance Center,China Dragon Boat Association and CCTV Sports Channel Signing and co-hosting the China Dragon Boat Race,the three parties each played their own advantages,and jointly hosted the local government to jointly build the top dragon boat race in China.At present,China's mass sports are booming,and there are only a few outstanding mass sports events.As the unique sports communication strategy,the China Dragon Boat Race has become the darling of CCTV.This paper will study the current situation and strategy of the dissemination of the Chinese Dragon Boat Race during the live broadcast of the event by means of literature,text analysis and case analysis.Based on Lasville's "5W" theory,from the main body of communication,content of dissemination,Five aspects of communication channels,communication audiences,and communication effects are used to analyze the dissemination of the China Dragon Boat Race in recent years,and to summarize the characteristics of the communication process,the authority of the communication subject,the cultural content of the communication content,and the scientific and technological nature of the communication technology.Five characteristics of the diversity of communication channels and the volatility of communication effects,and found that there are problems of insufficient communication power to attract audiences and excessive biasof communication channels,and to raise the dissemination value and solid content of dragon boat projects in view of the above problems.Increase the highlights of the event and balance the communication channels of communication channels.