摘要
赛事传播力决定赛事后效应,媒体关注度即是赛事影响力的“晴雨表”。基于体育赛事与网络媒体的共生效应,应用百度指数和问卷调查方法对兰州马拉松赛事网络关注度的时间、空间及内容形态维度特征展开研究。研究结果表明,“兰马”具有赛事进程推动型特征,其网络关注度呈现“先升到降再回温”的变化趋势,纵向宏观表现为“单峰→双峰→多峰”特征。网络关注用户空间布局显示,“兰马”目前处于国内立品牌,域内增效应的“双线并进”增长阶段,并且,关注空间布局受距离与经济辐射力影响显著。此外,公众关注聚焦于赛事品牌推广和赛事营销两大领域,其中,对于赛事效应提升主流媒体宣传、赛事公益与服务、赛事奖励和明星助力呈现效应递减,而赛事赞助商的知晓度取决于对赛事活动的介入周期、卷入度和涉及面等市场特征。
The effect of post-event is determined by the event propagation,and media attention is the barometer of the influence of event.Based on the symbiotic effect of sports events and online media,in this paper,the dimension characteristics of the time,space and content of online attention of Lanzhou marathon were studied using both the Baidu index and the questionnaire survey.The results show that Lanma has the push-type characteristics of the progress of sports event,its network attention shows the trend from rise to fall and rebound again,and the vertical macro performance shows the characteristics from a single peak to double peaks,and then changing to multiple peaks.The user space layout of network attention shows that Lanma is currently at the two parallel growth stage,that is,the stage of the beginning of domestic brand and the stage of promoting effect growth in region,moreover,the attention degree of spatial arrangement is significantly affected by the distance and economic radiation force.In addition,public attention mainly focuses on the brand promotion and marketing of events,the results show that some indices have a law of diminishing return for the promotion effect of events,such as the mainstream media publicity,public welfare of events and service,event awards and star power;and the popularity degree of event sponsors depends on the intervention period,involvement degree and scope,etc.
作者
高燕
赵爱婷
GAO Yan;ZHAO Aiting(School of Tourism,Lanzhou University of Arts and Science,Lanzhou Gansu 730000,China)
出处
《乐山师范学院学报》
2020年第8期112-122,共11页
Journal of Leshan Normal University
基金
甘肃省高等学校创新能力提升项目“主客交互视角下兰州国际马拉松赛事效应研究”(2019A-149)
甘肃省体育科研和决策咨询研究重点项目“甘肃马拉松运动产业发展规划研究”(2020-11)。
关键词
赛事
网络关注度
时空分异
热度推广
兰州马拉松
Events
Network Attention
Spatial-temporal Differentiation
Attention-promotion
Lanzhou Marathon
