Research On The Official Weibo Communication Of The Taihu Lake International Road Cycling Race

Tour of Taihu Lake is a key brand event created by Jiangsu and Zhejiang provinces.It aims to demonstrate the rich regional features of "rivers,lakes,rivers and seas" and the booming social and economic landscape of the Yangtze River Delta region through high-level professional sports events,and boost the integrated development of the Yangtze River Delta region.Tour of Taihu Lake has been successfully held for 10 times since 2010,and has become a key brand event in Jiangsu Province.However,with the popularization of the Internet,the prevalence of omnimedia era,and the continuous development of science and technology,Weibo is more and more frequently used by the public as a platform to obtain information,gradually entering the era of "Weibo".Tour of Taihu Lake conforms to the trend of The Times.With the help of the spread and influence of Weibo,Tour of Taihu Lake has registered its official Weibo to release Weibo related to the race,establish the image of the race and interact well with fans.Therefore,the main research focus of this paper is how to make better use of Weibo to do a good job of event reporting and publicity for the Tour of Taihu Lake,and how to give full play to the characteristic advantages of Weibo communication to achieve the publicity goal of the Tour of Taihu Lake.This article through the literature material method,case analysis,expert interview method,field survey method of these four methods,combining with the development of China's sports current situation,the selection of ring Tour of Taihu Lake as the research object,from the perspective of media,from 2018 to 2020 for three consecutive annual ring taihu "weibo dissemination of relevant data as the research sample,Based on Lathwell's 5W model and semiotics theory,this paper explores the content setting,interaction research,communication symbols and stakeholders of Weibo from the aspects of Say What,In Which Channel and With What Effect,Which are specifically mentioned In this paper.On research present situation of media transmission on Tour of Taihu Lake and in-depth analysis,combing ring Tour of Taihu Lake "in the weibo dissemination advantages and existing problems,and combined with the actual microblogging transmission ring taihu" weibo communication optimization measures are put forward,to provide reference for the organizing committee and reference,prompt ring taihu better use weibo to spread,can let the microblogging transmission efficiency maximization,At the same time,it can also enrich the theoretical vacancy of cycling in media research.