【作者】 张哲；

【导师】 李岭涛；

【作者基本信息】 北京体育大学 ， 体育（专业学位）， 2020， 硕士

【摘要】 随着世界城市化水平的显著提高,关于城市传播的研究也越来越受到关注。为了彰显城市的独特魅力,各个城市都在努力寻找有效的传播载体,加强城市形象的传播、营销和塑造。如今,体育赛事作为公认的能够承载城市政治、经济、文化等多种元素的抓手,被越来越多的城市组合应用在城市传播上。在广泛阅读国内外文献,以营销学以及城市传播的理论为指导,本文梳理了体育赛事与城市传播结合的互动关系,整理了体育赛事对城市传播作用的历史脉络,以2018世界无人机锦标赛为例,结合赛事期间国内主要网络媒介对赛事的传播,应用扎根理论对2018世界无人机锦标赛的媒介传播状况进行统计和编码,深入分析了世界无人机锦标赛如何能对深圳城市传播起到积极的作用。通过分析,论文得出以下结论:2018世界无人机锦标赛对深圳城市传播形成一定的促进作用,总体表现在文化形象、人文环境、产业关联、地方认同4个维度。促进深圳打造无人机赛事名片,塑造科技创新的人文环境,推动城市产业的发展,构建市民的地方认同感。本文提出以下建议:城市将体育赛事作为城市传播手段时要选择打造符合城市调性的赛事;将体育赛事作为促进产业结构升级的途径,吸引和培训人才,进而提高城市发展的竞争力;举办体育赛事应寻求当地城市居民的地方认同感,建立体育赛事、城市文化与居民的情感贴近,在体育赛事的传播过程中,要创新营销手段,努力抓住年轻受众,契合受众的迭代需求。更多还原

【Abstract】 As the level of urbanization in the world has increased significantly,research on urban communication has also received increasing attention.In order to show the unique charm of the city,each city is striving to find an effective communication carrier and strengthen the communication,marketing and shaping of the city’s image.Nowadays,sports events are recognized as the grips that can carry various elements such as urban politics,economy,culture,etc.,and are used by more and more urban combinations in urban communication.After extensively reading domestic and foreign literature,guided by the theory of marketing and urban communication,this article combs the interactive relationship between sports events and urban communication,sorts out the historical context of the role of sports events in urban communication,and uses the 2018 World UAV Championship For example,combined with the spread of major domestic media during the event,the application of rooted theory to the statistics and coding of the 2018 World Drone Championship’s media communication status,in-depth analysis of how the World Drone Championship can play a role in Shenzhen’s urban communication positive effect.Through analysis,the paper draws the following conclusions: The 2018 World UAV Championship has a certain role in promoting urban communication in Shenzhen.The overall performance is expressed in four dimensions: cultural image,human environment,industrial association,and local identity.Promote Shenzhen to build a business card for drone events,shape the human environment for technological innovation,promote the development of urban industries,and build a sense of local identity for citizens.This article makes the following suggestions:When cities use sports events as a means of urban communication,they should choose to create tonality events that match the city;use sports events as a way to promote the upgrading of industrial structure,attract and train talent,and then improve the competitiveness of urban development;Sports events should seek the local identity of local urban residents,and establish the closeness of sports events,urban culture and residents’ emotions.In the process of the spread of sports events,we must innovate marketing methods and strive to seize the young audience and meet the iterative needs of the audience.更多还原