创新扩散理论视域下乡村体育赛事推广路径研究——以贵州“村超”为例

Research on the Promotion Approach of Rural Sports Events from the Perspective of Innovation Diffusion Theory:Taking Guizhou“Cun Chao”as an Example

贵州“村超”彰显了中国式现代化的榕江实践,火爆全网的背后是赛事宣传推广的价值体现。基于创新扩散的理论视角,运用文献资料法、逻辑分析法、案例分析法等研究方法,在梳理贵州“村超”发展沿革的基础上,分析贵州“村超”的创新特征、传播渠道、时间过程和社会体系等创新扩散要素,凝练经验,从而提出我国各地乡村体育赛事的推广路径:敢于创新,因地制宜打造特色赛事;整合渠道,建立多元融合传播体系;推动决策,善用意见领袖与社交媒体;提供保障,基层政府营造支持环境。

Guizhou“Cun Chao”highlights the practice of Chinese-style modernization in Rong Jiang county,and behind the popularity of the entire network is the value of sports event’s dissemination.Based on the theoretical perspective of innovation diffusion,employing research methods such as literature review,logical analysis,and case analysis,this study analyzes the development history of Guizhou“Cun Chao”and the innovation diffusion elements of Guizhou“Cun Chao”including the innovative characteristics,the communication channels,the time processes,and the social systems.Based on this,the study summarizes experiences and proposes a promotion approach for sports events in rural areas in China:daring to innovate and create characteristic events according to local conditions;integrating channels and establishing a diverse and integrated communication system;driving decision-making and making good use of opinion leaders and social media;providing guarantees and creating a supportive environment by grassroots governments.