中、西方专业体育报纸运作特点的比较研究

Comparison of Operation Characteristics of Sports Newspapers in China and Western Countries

采用中西比较的视野,以中国和西方发达国家的专业体育报纸为研究对象,选取市场化程度较高,具有代表性和可比性的部分专业体育报纸为样本,运用文献资料调研、专家访谈、内容分析、案例分析和比较研究等方法,对中西方专业体育报纸的市场态势、内容和经营特点进行了深入的比较分析。结果表明,中西方专业体育报纸都属于垄断性竞争市场,两者在报纸版面语言、图片编辑、新闻报道、媒体合作以及读者互动等方面都反映出了一定的个性特色,其报纸的经营行为和策略都会随着媒体环境的变化而调整,但两者在市场成熟度、报纸内容和经营运作的观念、手段和效果上差异明显。西方专业体育报纸的营销水平进入到较高级、较系统、影响深远的数据库营销和整合营销阶段,从而使西方专业体育报纸的赢利结构合理。最后,有针对性地提出了我国专业体育报纸的发展对策。

In the view of international comparison between China and western countries,this paper analyzed the market structure,the characteristics of content and marketing of sports newspaper in China and western countries by applying some research methods such as documentation,interview,content analysis,case study,comparison and statistics.It has found that both the sports newspaper market in China and western countries showed a structure of monopoly;they showed some features and similar characteristics in newspaperlanguage, picture editing idea, news report, media cooperation among different media and interactive influence between newspaper and audience, both of them would adjusted their strategies and activities according to the change of media circumstances. While they had great difference in the degree of market mature, the idea, methods and effect of the operation of content and marketing. The activities of marketing of sports newspaper in western countries has been in a high, systematical, far-reaching period such as database marketing and integrating marketing, resulting in a reasonable profit structure. According to the above analysis, the corresponding countermeasures for future development of Chinese sports newspaper was put forward in this paper.