Research On The Dissemination Status And Audience Usage Of The WeChat Public Account Of "Chengdu Marathon"

In recent years,the development of "blowout" city marathon has become the driving force of the orderly development of national fitness in China,and has gradually become a hot phenomenon in academic research.The rapid development of the city marathon can not be separated from the media dissemination.In the new media era,in order to expand the effect of the event and improve the service level of the event,the city marathon organizers have opened the WeChat public number at the beginning of the event to update and release the event information,serve the runners,and promote the event and the products around the event.Based on the theory of use and satisfaction,this study analyzed the WeChat public number of Chengdu Marathon by content analysis,questionnaire survey,in-depth interview and mathematical statistics,so as to explore the application of WeChat public number in Chengdu Marathon,and analyze the motivation of audience to choose,contact and use the WeChat public number of Chengdu Marathon and its evaluation of the public number.On this basis,further explore the "Chengdu Marathon" WeChat public number shortcomings.Research results :1.Through the analysis of 319 tweets of Chengdu Marathon WeChat Public number 2017-2019,it is found that 2019 is an important turning point in the dissemination strength and effect of Chengdu Marathon WeChat Public number,and the information about event information,event activities,event service,event publicity and event marketing is the content of relative focus and attention of Chengdu Marathon WeChat Public number,while the knowledge about how to run marathon scientifically and healthily is less spread.2.Through 138 audience to "Chengdu Marathon" WeChat public number use analysis found that the audience use "Chengdu Marathon" WeChat public number is mainly based on their own needs to participate in the competition,the use of "Chengdu Marathon" WeChat public number on the whole with a satisfactory attitude and continuous intention to use.3."Chengdu Marathon" WeChat public number mainly has low push rate,low usage rate,emphasis on information services,light knowledge transmission,single push form,diversified audience needs,one-way interaction,weak interaction,etc.Research conclusion: "Chengdu Marathon" WeChat public number generally meets the basic needs of the audience,but there are many deficiencies in the process of communication.In the future,we should pay attention to the details of communication,meet the needs of the audience,strengthen interactive communication,and enhance the sense of belonging of the audience Disseminate knowledge and information,and increase audience awareness.