Research On Content And Strategy Of Sports Media Marketing Communication Under COVID-19

Since 2020,the continuous spread of the new crown epidemic globally has had a huge negative impact on the healthy and rapid development of the sports industry.The sports media industry relies on the high-level physical display of sports events and sports stars for content production and editing,which had also suffered a lot of impacts.This study attempts to summarize the new developments in the content and strategy of sports media marketing communication during the Covid-19 epidemic,provide theoretical and practical support for the content production of the sports media industry after the epidemic,provide suggestions for optimization content output and audience expansion for the sports media industry,and provide the policy basis for policymakers.This article adopts the literature method,case analysis method,SWOT analysis method,in-depth interview method,combined with media sports and other related theories,and through the prevention of the new crown epidemic,the content of mainstream sports media at home and abroad during the suspension of global events Research production and audience development methods,and put forward feasible development strategies.The following conclusions have been reached:（1）Under the Covid-19 epidemic,sports media has made new developments in content production.5G technology,streaming media,short video and live broadcast have transformed the relationship between sports communication;sports media relies on event IP to innovate premium content;sports online events represented by virtual sports and e-sports have achieved tremendous development;sports media pay more attention to mass sports;The content production theme of sports media has begun to become entertaining.（2）At the audience behavior level of sports media under the Covid-19 epidemic,based on the theory of use and satisfaction,audiences will actively obtain sports information to meet their mental and physical needs.The production of sports media requires the active participation of the audience.The two parties set up agendas to stimulate emotional resonance,achieve public opinion resonance,create an interactive communication mode between sports media,audiences and sports stars,and enrich the effect of communication.（3）In terms of strategies for the sports media industry under the Covid-19 epidemic,sports media workers must actively improve their professionalism;based on event IP,enrich the quantity and quality of original programs;build high-quality sports communities to enhance the social attributes of sports communication;Excavate sports audiences and guide the participation of "pan-sports" crowds.At the same time,the country must strengthen management and correct guidance to standardize the content production methods of sports media.（4）Sports marketing communication is a sustainable strategy.It is necessary to pay attention to the continuation effect,continuously enrich the value connotation of sports event IP,and expand the commercial value of sports media.Sports marketing should integrate with multiple industries,extend the marketing connotation of sports communication,and provide sponsors with more diversified and rich new ways of sports marketing communication.Sports media should establish a good relationship with the audience and sponsors,and ultimately become an important link connecting audiences and sponsors,upstream and downstream of the industry.