摘要
公共体育场馆互联网平台运营管理已有多年实践发展,但仍有较多问题。以普及较好的微信公共平台为样本,采用文献资料法、专家访谈法、实地考察法、理论分析法和数理检验法,对平台运营状况进行追踪调查,并基于5W模式,利用传播学理论分析其运营管理问题,进而提出发展启示。研究认为,公共体育场馆互联网平台运营管理水平整体不高,可通过平台运营管理PPP机制创新(管理机制)、立足自身兼容潮流(平台选择)、以精品内容发展介质受众(内容制作)、优化营销功能兼顾公益性(服务供给)和选择性使用人际传播媒介(传播策略)等策略加以改善,为公共体育场馆互联网平台运营管理的未来发展提供理论参考。
After the practice of the operation management of Internet platforms of public sports venues for several years,there are still lots of problems.Based on 5W mode,this paper used literature,expert interview,field survey,theoretical analysis,statistics test to realize the operation situation of WeChat Public Platform of public sports venues by tracking investigation and analyzed the problems on its operation management with communicology theories.Then the corresponding strategies to improve are put forward.The paper holds that the operation management level of Internet Platform of public sports venues is not high in general.And it can improve the situation to use some strategies such as the innovation on the PPP mechanism of the operation management of Internet Platform(management system),base on itself with trends considered(platform selecting),the development on media audience by high-quality contents(content producing),the optimization of marketing function with public welfare considered(service supply),the selective use of interpersonal communication media(communication strategy),which provides theoretical reference for the operation management of Internet Platform of public sports venues.
作者
黄会
陆亨伯
江涵逸
宋红岩
HUANG Hui;LU Hengbo;JIANG Hanyi;SONG Hongyan(Faculty of Sports Sciences,Ningbo University,Ningbo 315211,China;Dept.of PE,College of Education,Zhejiang University,Hangzhou 310058,China)
出处
《天津体育学院学报》
CAS
CSSCI
北大核心
2022年第2期204-211,共8页
Journal of Tianjin University of Sport
基金
国家社会科学基金重点项目(项目编号:17ATY001)
国家社会科学基金项目(项目编号:19BTY015)
宁波大学大学生科技创新计划项目重点项目(项目编号:2020SRIP0501)
宁波大学研究生科研创新基金重点项目(项目编号:SC2020149)。
关键词
公共体育场馆
互联网平台
运营管理
微信公众平台
传播学
public sports venues
Internet platform
operation management
WeChat Public Platform
communicology
