“互联网+”视域下冰雪运动在我国南方传播力提升研究

Research on the Promotion of the Spreadability of Ice and Snow Sports in Southern China from the Perspective of Internet+

采用文献资料法,以“互联网+冰雪运动”的模式,基于整合营销理论与区域传播理论,从地理位置、场地设施和受众群体三个影响因素展开分析,探寻提升冰雪运动在南方地区传播力的有效路径。应从优化整合南方地区传播力系统要素资源入手,将“O2O”模式引入冰雪体育产业,打造B端与C端良好融合的冰雪运动传播平台,从而营造南方地区良好的冰雪运动文化氛围,提升南方地区冰雪运动的区域传播力。

Based on the"Internet+ice snow campaign"mode,based on the integrated marketing theory and regional communication theory,this paper analyzes the three influencing factors of geographical location,venues and facilities and audience groups,and explores effective ways to enhance the transmission power of ice and snow sports in the southern region.We should optimize and integrate the elements of communication system resources in southern China,introducing the"Online To Offline"model into the ice and snow sports industry,and creating an ice and snow sports communication platform with good integration of B(business)and C(customer)to create a good cultural atmosphere of ice and snow sports in the southern region,and enhance the regional dissemination of ice and snow sports in the southern region.