德国专业体育报刊市场的媒介经济学解读

German Sports Newspapers and Magazines(SNMs)Market:From the Perspective of Media Economics

通过运用文献资料法、专家访谈法、案例分析法和实地考察法,从媒介经济学的视角,对德国专业体育报刊市场发展的整体态势和典型案例进行了解读,旨在为市场转型中我国专业体育报刊突破传统发展思维、加强营销和战略管理提供启示和借鉴。研究发现:德国专业体育报刊市场集中度高,市场结构表现为寡头垄断;市场先入是《踢球者》获取竞争优势的重要方式;《体育图片》的价格优势策略体现了媒介经济的规模经济效应;德国体育报刊多种经营和跨国经营的媒介经济学理论依据主要是对范围经济的应用与延伸。

By the methods of literature review,experts interviewing,case study and field survey,the present situation of German SNMs market and the development strategies of Kicker and SportBild were analyzed in details from the perspective of media economics.It provides materials for Chinese SNMs to break through some out-of-date ideas and pay more attention to the strategies of marketing under the circumstances of globalization.It has found that the concentration ratio of the market of German SNMs was relatively hig...