微媒體傳播與體育賽事宣傳的價(jià)值契合及路徑優(yōu)化研究——以重慶國(guó)際馬拉松賽為例_2688.pdf

1、ii目錄摘要..........................................................................................................................IABSTRACT...................................................................................

2、...........................III1前言前言..........................................................................................................................11.1選題的依據(jù)......................................................

3、...................................................21.1.1體育賽事宣傳的現(xiàn)實(shí)需求...........................................................................21.1.2微媒體與體育賽事共同的發(fā)展訴求........................................................

4、....31.1.3重慶國(guó)際馬拉松賽是體育賽事與微媒體結(jié)合的典型案例.........................31.2相關(guān)概念界定.....................................................................................................41.2.1微媒體.........................................

5、.................................................................41.2.2微媒體與新媒體的區(qū)別...............................................................................41.2.3體育賽事宣傳................................................

6、..............................................51.3文獻(xiàn)綜述.............................................................................................................51.3.1關(guān)于微媒體對(duì)體育賽事傳播影響的研究..................................

7、..................51.3.2關(guān)于微媒體發(fā)展現(xiàn)狀及特點(diǎn)的研究............................................................61.3.3關(guān)于微媒體背景下體育賽事運(yùn)營(yíng)及轉(zhuǎn)播權(quán)的研究.....................................81.3.4關(guān)于重慶國(guó)際馬拉松賽事宣傳的研究...................................

8、.....................91.3.5述評(píng)............................................................................................................102研究對(duì)象與研究方法研究對(duì)象與研究方法..............................................................

9、...............................132.1研究對(duì)象...........................................................................................................132.2研究方法................................................................

10、...........................................132.2.1文獻(xiàn)資料法................................................................................................132.2.2問(wèn)卷調(diào)查法.........................................................

11、.......................................132.2.3案例分析法................................................................................................132.2.4數(shù)理統(tǒng)計(jì)法.............................................................

12、...................................143重慶國(guó)際馬拉松賽事概況及傳播特征重慶國(guó)際馬拉松賽事概況及傳播特征..................................................................153.1受傳者訴求：健身及感受馬拉松氛圍是主線.................................................163.2傳播主體：微

13、媒體異軍突起，搶占主流.........................................................183.3傳播效果：經(jīng)濟(jì)效益與城市品牌齊頭并進(jìn).....................................................204結(jié)果與分析結(jié)果與分析...............................................................