连接“体育与人”:“互联网+”时代体育传媒的转型——基于颠覆性创新理论的考察

Connecting“Sports and People”:Study on the Transformation of Sports Media in the“Internet Plus”Era——An Investigation Based on the Theory of Disruptive innovation

体育传媒转型是体育传播学研究的焦点议题之一。以往体育传媒作为“内容服务商”角色主要报道赛事、传递信息,随着互联网的深入发展,体育传媒的底层技术逻辑被颠覆,作为信息传播渠道的独占性与稀缺性已经被打破。在颠覆性创新理论的指导下,体育传媒要从持续性创新走向颠覆性创新,连接“体育与人”,主导“互联网+体育”生态圈的流转,连接内容、情感、身体,推动体育产业生态体系创新;要从媒体走向平台、连接人与人、人与赛事、人与物;利用智能技术,开发一系列体育信息娱乐产品及服务;开发边缘/本地/小众用户需求;创新多元化盈利模式。

The transformation of sports media is one of the focus topics of sports communication research.In the past,sports media,as a“content service provider”,mainly reported events and conveyed information.With the in-depth development of the internet,the underlying technical logic of sports media has been subverted,and the exclusiveness and scarcity of the media as an intermediary channel of information transmission have been broken.Under the guidance of the theory of disruptive innovation,sports media should go from sustainable innovation to disruptive innovation,connect“sports and people”,dominate the circulation of“Internet+sports”ecosystem,connect content,emotion and body,and promote the innovation of sports industry ecosystem.It should go from the media to the platform,connect people and people,people and events,people and things.It should develop a series of sports information,entertainment products and services by using intelligent technology.It should develop the needs of edge users,local users and niche users,segment market vertically and innovate diversified profit model.