我国体育报刊市场发展概况的解析与思考

Analysis and Ponder on Developing General Situation of Sport Publication and Paper Market in China

我国体育报刊已经初步形成了市场化运作机制,但其第二媒体的地位日益受到互联网媒体的挑战。综合性、篮球、足球专业报刊发行状况较好,体育刊物的市场集中度要高于体育报纸。我国体育报刊经营中存在的主要问题是:广告经营不足、报道庸俗化、假新闻泛滥、同质化、体育报刊面临“边缘化”的危险。体育报刊体现出了“多元化、国际化、集团化、厚报化、日报化”的发展趋势。

Sport pubhcation and paper market in China have shaped elementary marketable running mechanism. Sport publication and paper is the second channel by which sport fans acquire sport information, but its second media status is challenged increasingly by intemet media. Management actuality of sport publication and paper of all- around , Basketball and Football are comparatively good, and market concentricity of sport publication is more high than sport paper＇ s. Main problems existing in management of Chinese sport publication and paper are： short in advertisement income; philistinism; flooding of fake news; consubstantial report; margin foreground. Sport publication and paper show developing tendency of diversiform model, internationalization, collectivization, thickness, daily.