摘要
为深入挖掘移动互联网背景下,体育场馆如何更好地进行优化管理。文章采用文献资料法、文本分析法和层次分析法,针对现有的体育场馆类APP的传播效果从传播者、传播内容、传播媒介和受众四方面进行内容分析研究。同时基于DAGMAR效果模式来构建指标,从接触效果、沟通效果、行为效果等方面对体育场馆类APP的传播效果进行评价。结果显示,在综合传播效果上,体育场馆类APP沟通效果最好,接触效果最差。最后从定位、内容和反馈三方面提出了相关建议和策略。
To dig the sports venues how to better optimize the management under the background of the mobile internet. This paper researched the existing stadium APP communication effect from the communicator, communication content, four aspects of media and audience through the method of literature, text analysis and analytic hierarchy process .Meanwhile, this paper evaluated the effect of communication on the stadium of APP from the contact effect, communication effect and behavior effect based on the DAGMAR effect model to construct the index. The results showed that the comprehensive communication effect was the best stadium APP communication effect, contact was the worst effect. Finally , some suggestions and strategies from the location, content and feedback were put forward.
作者
刘言君
黄婷
林建君
LIU Yan-jun;HUANG Ting;LIN Jian-jun(Faculty of Physical Education,Ningbo University,Ningbo 315211,China)
出处
《浙江体育科学》
2018年第6期46-52,共7页
Zhejiang Sport Science
