Media Ecological Factor and Path Selection of Internet Sports Advertising's Effective Communication: From the Perspective of Media Ecology

This article,starting from internet,sports and advertising,combining media ecology theories and views,makes a systematic study of the effects of sports advertising communication on the internet. It makes a factor analysis of media ecology,applying the theories of ecosystem,inner ecology and outside ecology,species and populations. Then it puts forward some suggestions for the effective internet sports advertising communication,i. e. form the food interactive communication chain of the internet sports advertising ecology,maintenance of its internal homeostasis; coordination of the competitive relationship between populations and sharing resource,complementing each other,timely and appropriate adjustment of the media niche of the internet sports advertising,and adopt the strategies of engagement communication and precision marketing.