创意经济背景下我国体育纸质媒体发展的理性思考——以《体坛周报》为例

A Rational Thinking of Developing Chinese Sports Paper Media in the Creative Economy——Taking Titan Sports as an Example

运用文献资料法、专家访谈法、案例分析法、逻辑分析法等研究方法,以《体坛周报》为案例,以体育纸质媒体为研究对象,对创意经济时代的我国体育纸质媒体发展策略进行了探讨。随着创意经济时代的来临,我国多家体育纸质媒体遭遇了停刊的命运,在此背景下,通过解析《体坛周报》这一成功的案例,并结合创意经济时代的特点,对中国体育纸质媒体的发展提出了建议。研究认为,创意经济时代为中国体育纸质媒体的发展提供了良好契机,它将会极大地促进和推动体育纸质媒体在人才策略、创新机制、知识产权保护等方面进行变革。围绕变革,体育纸质媒体应做到"三坚持、三创新":坚持正确的舆论导向、坚持准确的定位受众市场、坚持内容为王的原则;模式创新——利用新媒体实现多元化发展、特色创新——努力塑造自己的品牌、体制创新——积极完成转企改制等。

With literature review,experts interview,case study and logic analysis,taking Titan Sports as a case and the sports paper media as an object,this article explores the strategy for the development of Chinese sports paper media in a creative economy time. The creative economy time has brought the close of several Chinese sports paper media agencies. In view of this situation,through the analysis of the success of Titan Sports and features of the creative economy time,this article puts forward some suggestions for the development of Chinese sports paper media. It is claimed that the creative economy time provides a good chance for the development of sports paper media,and it will greatly promote the further development of Chinese sports paper media in talent strategy,innovation mechanisms,intellectual property rights protection and some other respects. Focused on the reform,Chinese sports paper media should adhere to the principle of right consensus guidance,audience location and content priority,and stick to mode innovation by using new medias to realize a diversification development,feature innovation by moulding its own brand and system innovation with a positive transformation into enterprise.