Analysis on Chief Stakeholders of Media Communication of Major Sports Events

It expounds the event environment,institutional environment and consumer environment of media communication of China's major sports events.Basing on stakeholder theory,the stakeholders of media communication of major sports events are analyzed.It holds that government is both the guider of media propagation direction,and the provider of public service;media is the platform of information exchange of major sports events,and the agenda setter;event organizer is an advocator for the positive significance of the event,and the communicator of the organization's core philosophy;audience is the starting point and the end result of sport events,and the driver of economic operation;sponsorship is the injector of fund for sustainable development of major sports events,and the main promoter of the tournament rules and organizations;event participants should become a good demonstration of the media image,and a positive media response,and the direct interpreter of the spirit of sport.