成都大运会前期传播有效性的管理研究

【作者】 王兴宇；

【导师】 刘炜；

【作者基本信息】 成都体育学院 ， 体育教学（专业学位）， 2022， 硕士

【摘要】 第31届世界大学生夏季运动会(以下简称“成都大运会”)作为仅次于奥运会的世界级综合运动会,是成都宣传自身的一个契机,管理者应该有针对性地通过计划、控制等手段对成都大运会传播有效性进行管理,从而实现成都大运会高效地传播。本研究在模糊综合评价法的基础上,结合体育赛事传播的性质和成都大运会传播有效性特点,设计了考察传播主体、传播渠道、传播内容、受众和传播环境五个维度的一级评价模型,在此基础上延展出19个题目,形成从各方面对成都大运会赛事前期传播有效性进行评价的两级模糊综合评价模型。然后,制定并发放调查问卷进行调查,使用MATLAB2021软件对回收的有效问卷的每个维度的题目分别进行综合评价,并进行归一化处理,得到五个维度的评价向量。随后,对五个维度的评价向量再次进行计算,得到成都大运会赛事前期传播有效性评价结果。最后,根据管理者对成都大运会筹备至今热点事件的传播管理进行研究,探究成都大运会赛事前期传播有效性管理的不足之处,并对提出些许建议。研究表明,受益于模块化宣传策略,成都大运会赛事前期传播有效性较好,但是针对危机事件和传播热点事件等并没有进行有效管理,影响成都大运会传播有效性。针对以上成都大运会赛事前期传播有效性管理的不足之处,本研究提出以下建议:赛事组织在前期筹划时应做制定全面计划,增加新媒体投放平台,针对危机事件和热点传播事件应制定相关管理预案,同时针还需要对管理人员形成完整的培养体系。本研究为体育赛事传播有效性的测量和管理提供了一个思考方式,也为成都大运会传播有效性的提高和“三大赛事”中另外两项大型赛事的传播有效性管理的提供参考建议。更多还原

【Abstract】 The 31st FISU Summer World University Games(hereinafter referred to as the "Chengdu 2021 FISU Games"),is a world-class multi-sport event second only to the Olympic Games.Managers should manage the effectiveness of the dissemination of the Chengdu 2021 FISU Games through planning,control,and other means in a targeted manner,to achieve the efficient dissemination.Based on the fuzzy comprehensive evaluation method,combined with the nature of sports event communication and the characteristics of the communication effectiveness of the Chengdu 2021 FISU Games,this research designs a first-level evaluation model that examines the five dimensions of communication subject,communication channel,communication content,audience and communication environment.then,19 topics are extended,a two-level fuzzy comprehensive evaluation model.Then,a questionnaire suitable for the characteristics was formulated and distributed for investigation.MATLAB2021 software was used to comprehensively evaluate each dimension of the returned valid questionnaires,and normalized to obtain five-dimensional evaluation vectors.Then,the evaluation vectors of the five dimensions are calculated again to obtain the evaluation results of the communication effectiveness of the Chengdu 2021 FISU Games.The research shows that,the communication effectiveness of the Chengdu 2021 FISU Games is good at present,but there is no effective management for crisis events and communication hotspots,which affects the communication effectiveness of the Chengdu 2021 FISU Games.This study puts forward the following suggestions: the event organization should make a comprehensive plan in the early planning,increase the new media platform,and formulate relevant management plans for crisis events and hot communication events.At the same time,it also needs to form a complete training system for managers.This study provides a way of thinking for the measurement and management of the communication effectiveness of sports events.更多还原