中国体育传媒发展市场前景分析

Future of China’s Sports Media Aprket

我们可以《体坛周报》、《足球》等专业性体育类平面媒体为样本,研究并探讨中国体育传媒在2008年北京奥运会前后的发展变化趋势。2008年北京奥运会是中国体育传媒发展历程上的一个分水岭。随着奥运会的临近,国内体育传媒专业化和综合性发展趋势同时凸现。中国体育传媒目前存在内容产品开发单一、资源利用层次低下的严重问题。为了实现国内体育传媒的可持续发展,除了需要加强深度报道,拓展内容开发领域之外,还应当开展不同形式和不同层次的合作,从而提升自己的核心竞争力。

Taking some Aprket-oriented professional sports print media, e.g. Titan Sports Weekly and Soccer, as samples, one can analyze the advancement and changes of China’s sports media before and after the 2008 Beijing Olympics. The analysis indicates that the Beijing Olympics is a watershed for China’s Sports Media. With the impending of the game events, China’s sports media are undergoing a process of both specialization and integration. Production’s lack of variety and poor utilization of resources are the main problems encountered by China’s sport media. To ensure the sustainable development of the sports media, apart form improving reports quality and increasing contents, we should seek a variety of cooperations to improve the media’s capacity to compete with their potential opponents.