基于网络跑记的马拉松赛事形象研究——以北京马拉松为例  

Marathon Event Image based on Running Blog from Network——A Case Study of Beijing Marathon

作　　者：刘辛丹[1] 吕兴洋[1] 李惠璠[2] 

机构地区：[1]西南财经大学,四川成都611130 [2]南开大学经济学院,天津300071

出　　处：《中国体育科技》2016年第6期38-42,共5页China Sport Science and Technology

基　　金：国家社会科学基金青年项目资助(15CTY008);国家自然科学基金资助(71372098);教育部人文社会科学研究规划青年基金资助(15YJC630086)

摘　　要：以北京马拉松为例,利用网络跑记数据与词频分析方法对赛事品牌形象进行分析。认为相比于传统的调研问卷,参赛者自由撰写的跑记拥有更好的数据信度与效度;通过对网络跑记的分析能够有效地获知赛事品牌形象;网络跑记分析法具有非常好的开放性和动态性,是监控赛事品牌形象的有效手段;分析结果显示,北京马拉松成功地在参赛者心中树立起"中国最具影响力马拉松赛事"的形象。This paper studies the event brand image of Beijing marathon using data of running blog through word frequency analysis.The result shows that 1）in contrast with the traditional survey questionnaire,running blogs written by running participants have better data reliability and validity;2）the analysis of running blog from network shows the event brand image more effectively than traditional methods;3）analysis method within running blog form network is very open and dynamic,and is also an effective method for monitoring event brand image;4）analysis results show that Beijing marathon successfully set up ＂ China＇s most influential marathons＂ image in participants＇ mind.

关 键 词：赛事形象 跑记 词频分析 北京马拉松 

分 类 号：G80-05[文化科学—运动人体科学]