我国马拉松赛事网络关注度的时空演进及影响因素——基于2011-2018年百度指数的实证分析

The Spatio-temporal Evolution and Influencing Factors of China’sMarathon Network Attention:Empirical Analysis Based on Baidu Index from 2011 to 2018

利用2011—2018年百度指数分析我国马拉松赛事网络关注度的时空演进特征及影响因素。结果显示:①大众对马拉松赛事的网络关注度总体呈上升趋势,现阶段进入平稳期;大众对马拉松赛事网络关注度存在季节效应,主要集中在春、秋两季;大众对赛事交通、PB(个人最好成绩)、网络直播等信息关注度较高,对报名、中签等信息关注度的增速较快。②马拉松赛事网络关注度的空间差异明显,东部地区对马拉松赛事网络关注度较高,东、西部地区内部非均衡性较显著,中部地区较为均衡,非均衡程度东、中部地区有加强趋势,西部地区有减弱趋势。③区域经济发展水平、网络普及率、中青年人口比重及受教育程度均显著影响马拉松赛事的网络关注度。据此,从加强网络平台宣传与推广,强化对重点人群、重点区域的宣传推广,提升赛事服务水平和质量等三方面提出优化赛事宣传推广和服务水平的建议。

By Baidu Index from 2011 to 2018,the spatio-temporal evolution characteristics and influencing factors of network attention of marathon events in China are analyzed.The results show that:①During the period of investigation,the network attention of spectators to marathon events shows an overall upward trend;the present stage has entered a stable period;the public attention has a seasonal effect,mainly in spring and autumn;the public pays more attention to the traffic,PB,live webcasting,with a rapid increase of the attention to registration and winning the lottery.②The spatial difference of marathon network attention is obvious:the runners in the eastern region pay more attention to the marathon network;the imbalance between the eastern and western regions is significant;and the central region is more balanced.There is a deeper imbalance between the eastern and central region,which is presented by a weakened trend in the western region.③The level of regional economic development,the network penetration rate,the proportion of the young and middle-aged population,and the educational level have a significant impact on the network attention of marathon events.Accordingly,some suggestions are put forward on how to optimize the level of publicity and service from three aspects:strengthening the promotion of network platform,focusing on the publicity of key groups and key regions,and improving the level and quality of sports events services.