体育赛事媒体创意的策划与实施

Design and Practice of Media Innovation in Sports Events

体育赛事媒体创意是指创新性、创造性思维在体育赛事传播领域的运用,是通过综合考察城市特色、赛事定位、项目特征及受众需求制定的具有创新性或创造性的策略和构思。依据媒体创意基本理论及体育赛事媒体创意的典型案例,总结体育赛事媒体创意策划的基础、定位、关键与核心要素,归纳创意实施的阶段特征及体育赛事媒体创意的整体流程。

Media innovation in sports events is to apply the creative and original thinking into the practice of sports events communication. It is an innovative or creative strategy and design formulated by a comprehensive review of city characteristics, competition orientation, the feature of events, and the needs of spectators. The study, based on the theory of media innovation and typical cases of media innovation in sports events, concluded the foundation, orientation, and core elements in designing of media innovation. The feature of different stages was summarized and the complete process of media innovation in sports events was formulated.