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后冬奥时期河北省冰雪运动数字化融合推广策略及实施路径
程富,王月宝,赵智岗,段少楼
(河北体育学院,石家庄 050041;河北师范大学 纪委,石家庄 050024)
摘要:
后冬奥时代,数字化融合推广手段将在推动冰雪运动产业持续健康发展中扮演更重要的角色。数字化融合推广具有拓宽参与边界、丰富文化内涵、提升用户体验、优化资源配置等多维价值。为适应冰雪运动发展需要,构建了基于数据智能化、内容丰富化、体验沉浸化、合作网络化的数字化融合推广体系。其中,基于大数据与人工智能技术的算法推广策略,要开展数据驱动的个性化精准营销,构建全面的数据监测与反馈机制;基于多平台渠道的内容推广策略,要以各擅所长的分平台传播为基础,以优势互补的联动式传播为核心,以突出文化的内涵式传播为重点。对基于扩展现实技术的体验推广策略和基于冰雪资源网络的合作推广策略分别进行阐述。最后,为确保策略的有效实施,还需完善法律法规与政策、强化市场资源配置功能、构建多元社会支持网络、加强专业人才队伍建设。
关键词:  后冬奥  河北省  冰雪运动  数字化融合  推广  人工智能
DOI:
投稿时间:2023-11-03
基金项目:河北省体育局体育社科研究项目“后冬奥时期河北省冰雪运动数字化融合推广策略及实施路径”(2024SK01)
Promotion Strategy and Implementation Path of Digital Integration of Ice and Snow Sports in Hebei Province in the Post-Winter Olympic Period
CHENG Fu,WANG Yuebao,ZHAO Zhigang,DUAN Shaolou
(Hebei Sport University,Shijiazhuang 050041 ,China;Discipline Inspection Commission Office, Hebei Normal University, Shijiazhuang 050024 , China)
Abstract:
In the post-Winter Olympics era, digital integration promotion methods will play a more important role in promoting the sustainable and healthy development of the ice and snow sports industry. Digital integration promotion has multi-dimensional values such as broadening participation boundaries, enriching cultural connotations, improving user experience, and optimizing resource allocation. In order to meet the needs of the development of ice and snow sports, a digital integration and promotion system based on data intelligence, content enrichment, experience immersion and cooperation network is constructed. Among those strategies, the algorithm promotion strategy based on big data and artificial intelligence technology should carry out data-driven personalized precision marketing and build a comprehensive data monitoring and feedback mechanism; the content promotion strategy based on multi-platform channels should be based on the sub-platform communication with specialized functions, take the complementary linkage communication as the core, and focus on the connotative communication of culture. The experiential promotion strategy based on extended reality technology and the cooperative promotion strategy based on ice and snow resource network are expounded respectively. Finally, in order to ensure the effective implementation of the strategy, it is necessary to improve laws and regulations and policies, strengthen the function of market resource allocation, build a multi-social support network, and strengthen the construction of professional talents.
Key words:  post-Winter Olympics  Hebei Province  ice and snow sports  digital integration  promotion  artificial intelligence

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