Study On The Spreading Strategy Of Sports Event Lockout Crisis Under The Epidemic Situation Of New Coronary Pneumonia

With the continuous development of China’s sports industry,the value of domestic league has been more and more developed,sports crisis events began to occur frequently.In the new media age,the spread of internet public opinion is accelerated,which increases the difficulty of dealing with the crisis.The 2020 sports year,as a result of the impact of the new pneumonia epidemic,leading to the closure of global sports events,the global sports industry has been hit hard.Under the epidemic situation,how the sports organization uses the effective strategy to carry on the crisis public relations is imminent.In view of this,this article takes the CBA league lockout crisis as an example,based on the situation-type crisis communication theory,firstly analyzes the specific crisis situation that the crisis subject is in in the CBA crisis event,then we analyze the content and text of the CBA’s official statement on social media,and study the specific coping strategies adopted by the crisis subjects,as well as the matching degree of the strategies,finally,the paper analyzes the effect of crisis communication according to the attitude and evaluation of CBA official micro-blog,media and stakeholders.The study found that the CBA in response to the league lockout crisis,the main adoption of the dilution,remodeling and support of the three types of crisis communication strategies.The most widely used strategy is the reconstructive crisis communication strategy.Although there are some inconsistency in the matching of crisis communication strategy and crisis situation,from the point of view of micro-blog,media and stakeholders,CBA has achieved ideal crisis communication effect.This has far-reaching significance for other sports organizations facing the same crisis situation.Sports organizations should not only grasp the new trend of “Socialization”of crisis communication,timely and effectively release information,strengthen public opinion guidance,create a good competition image and enhance competition ability of competition brands,but also establish a sense of crisis in the long run,respond to specific crisis situations.