杭州马拉松的公共关系传播研究

发布时间：2018-05-03 11:26

本文选题：杭州马拉松 + 公共关系　；参考：《上海体育学院》2017年硕士论文

【摘要】：国内马拉松赛事蓬勃发展,杭州马拉松是国内历史最悠久的马拉松赛之一,2016年杭州马拉松正值30周年。杭州马拉松正在快速的发展,特别是在G20峰会后。公共关系在体育组织和体育赛事中发挥着重要作用,而公共关系的运用在日益发展的马拉松中还未得到重视,公共关系传播作为公共关系的重要环节,在实践中的作用日益凸显。因此了解国内马拉松的公共关系传播现状和策略,进行分析与讨论,发现不足并提出对策,以期促进浙江省路跑赛事的发展,给中国的马拉松赛事的公共关系传播提供借鉴意义。本文通过文献资料法、实地调查法、个案分析法和访谈法四种研究方法,以公共关系理论为支撑,以杭州马拉松作为个案进行研究,论文主体分为四个部分,从杭州马拉松的概况、杭州马拉松公共关系传播主体、主要受众和传播媒介对杭州马拉松公共关系传播进行研究。分析阐述了杭州马拉松的公共关系传播主体的组织架构和特点,对于主要受众进行分类并分析了与这几类受众的关系,最后笔者将传播媒介进行分类并一一分析并总结其特点。通过分析和专家及学者的访谈,发现杭州马拉松公共关系传播存在以下四方面的问题:(1)没有明确的公关部门和专业人员;(2)媒体关系意识薄弱;(3)缺乏全媒体和全平台思维;(4)官方微博的运营有待加强。并根据发现的不足,提出四项建议:一、树立公共关系意识,尝试公关部门设置,培养专业公共关系人员。建立明确的工作任务和工作计划,保障所有媒体平台的良好运营。二、维护好媒体关系,与媒体建立好良好的关系,服务好媒体。举行相关的媒体活动,促进媒体对于赛事的深入了解。三、充分利用各种媒介相互联系,创造出高质量的传播内容。笔者认为作为掌握选手大数据的主办方,应当根据用户属性与传播规律,建立与马拉松运动受众的互动体系,规模化地生产更多更富感染力的如视频等利于大众传播的原生传播素材,促进杭州马拉松品牌形象。四、增加微博的话题,促进受众的互动。制造新颖的传播点,增加话题和曝光。建立受众吐槽的环节进行受众反馈,收集优秀评价、意见与建议,使传播者和受众形成相互沟通的信息流。
[Abstract]:China's marathon is booming. Hangzhou Marathon is one of the country's oldest marathons, and 2016 marks its 30th anniversary. Hangzhou Marathon is growing fast, especially after the G20 summit. Public relations play an important role in sports organization and sports events, but the application of public relations has not been paid attention to in the increasingly developing marathon. Public relations communication is an important link of public relations. In practice, the role is increasingly prominent. Therefore, to understand the current situation and strategies of public relations communication in domestic marathons, to analyze and discuss, to find out the shortcomings and to put forward countermeasures, in order to promote the development of road races in Zhejiang Province. To China's marathon public relations communication to provide reference. Through the methods of literature, field investigation, case analysis and interview, this paper is supported by the theory of public relations and takes Hangzhou Marathon as a case study. The main body of this paper is divided into four parts. From the general situation of Hangzhou Marathon, the main body of Hangzhou Marathon public relations communication, the main audience and the media, the public relations communication of Hangzhou Marathon is studied. This paper analyzes and expounds the organizational structure and characteristics of the main body of public relations communication in Hangzhou Marathon, classifies the main audiences and analyzes the relations with these audiences. At last, the author classifies the media, analyzes them one by one and summarizes their characteristics. Through analysis and interviews with experts and scholars, It is found that there are four problems in the communication of public relations in Hangzhou Marathon: (1) there are no clear public relations departments and professionals. (3) the awareness of media relations is weak. 3) lack of all-media and all-platform thinking. 4) the operation of official Weibo needs to be strengthened. According to the shortcomings, four suggestions are put forward: first, to establish public relations consciousness, try to set up public relations department, and train professional public relations personnel. Establish clear task and work plan to ensure the good operation of all media platforms. Second, maintain good media relations, establish good relations with the media, and serve the media. Hold related media activities to promote media understanding of the event. Third, make full use of various media to create high-quality communication content. The author believes that, as the organizer of big data, he should establish an interactive system with the audience of the marathon according to the user's attributes and the law of dissemination. To promote the brand image of Hangzhou Marathon by producing more and more infectious raw materials such as video. Fourth, increase Weibo's topic, promote audience's interaction. Create new propagation points, add topics and exposure. In order to form the information flow of communication between the communicator and the audience, we should set up the link of the audience's complaint to carry on the audience feedback, collect the excellent appraisal, the opinion and the suggestion.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G822.8

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