2021年“线上传播+线下体验”推动文化消费新发展——来自《英雄联盟》的启示

Abstract:For a long time，the proportion of cultural consumption in the total consumption expenditure of Chinese residents has been low，and the potential of cultural consumption has not been effectively released. In 2021，Chinese team won the League of Legends Global Finals，setting off the e-sports boom. The League of Legends Global Final takes the form of “offline holding and online watching”，which has formed strong online attention in a short time and derived a series of exports peripheral consumption. Through a systematic analysis of the hosting mode of League of Legends and its effects，this paper proposes that China should pay attention to the mining of cultural content，effectively make use of online communication mechanism，create new formats for new trends，combine online communication with offline experience，and promote the further expansion of cultural consumption

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