体育门户网站中的微博应用特征及发展策略研究

Sports portal in the microblogging application characteristics and development strategies

微博在2011年被评为最受关注的媒体,在体育门户网站中通过微博技术将体育信息的发布与分享以文字、图片、音频、视频等形式快捷的通过手机、平板电脑等媒体终端发布至网站体育微博各频道与板块中,微博在体育信息传播中彰显威力。文章采用文献资料法、逻辑分析法、比较法、归纳总结法对新浪、腾讯、网易、搜狐等四大门户的体育频道中微博的应用特征进行分析,并提出微博环境下体育网站的发展策略。结果显示:微博在体育门户网站中主要是通过体育名人微博、体育官方微博、体育"微群"、体育微博活动等栏目或板块设计来实现体育信息的发布与分享,在体育新闻传播的运用方面,微博技术显现出大众即时传播和多元交互传播的特征。在发展策略方面,体育门户网站只有做好微博技术的不断拓展,重视平台自身的安全与微博信息传播的监管,更好的将微博技术与融合自身优势资源创建特色化信息服务平台,才能使其在网络竞争愈发激烈的时代中立于不败之地。

microblogging in 2011 was named the most talked about media, microblogging technology in the sports portal sports information publishing and sharing text, images, audio, video and other forms shortcut through mobile phones, tablet PCs, etc.media terminal release to the channel and plate of the website sports microblogging, microblogging highlight the power of sports information dissemination. Article using literature data, logical analysis, comparative law, summarized summary method to analyze the characteristics of the sports channel of the four portals Sina, Tencent, Netease, Sohu and other microblogging application, and pro- posed the development of sports sites in the microblogging environment strategy. The results showed that： the microblogging sports portal section or sections of the microblogging by sports celebrities, sports official microblogging sports ＂micro group＂, sports microblogging activities designed to achieve the release of the sports information and sharing, Sports News spread use, microblogging technology showing the characteristics of real-time dissemination of the public and diverse interaction spread. Development Strategy, the sports portal only do the microblogging technology continues to expand, to attach importance to the platform＇s own security and microblogging regulatory information dissemination, a better microblogging technology and integration of their own superior resources to create the characteristics of information service platform, in order to make an invincible position in the era of network competition is increasingly fierce.