中国体育产业信息网运营模式研究

发布时间：2018-03-14 09:18

本文选题：体育产业　切入点：信息　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：体育与互联网不断融合发展,体育产业的信息化发展已经成为趋势,体育产业信息网站作为体育产业信息化主要产物,逐步兴起并且发挥作用,对于我国体育产业的可持续发展具有一定价值。中国体育产业信息网由国家体育总局体育信息中心和江苏苏嘉集团合作建立,实行企业化运营,是我国具有代表性的体育产业信息网站。其应该成为信息发布、商务互动的平台,能够整合资源促进产业快速发展,但是目前其运营过程存在一定问题,与市场和社会需求不相适应。同时,行业内相关研究较少,所以本文从应用与理论角度重新梳理中国体育产业信息网的运营模式,针对存在的主要问题和困境提出优化措施。本文以中国体育产业信息网的运营模式为主要研究对象,运用文献资料法、实地考察法、专家访谈法,说明了国外体育产业信息网站的发展概况,阐述了我国体育产业信息网站的发展概况,并从合作模式、产品模式、盈利模式、推广模式、组织架构模式和业务流程模式六方面分析了中国体育产业信息网的运营模式,找出主要问题和困境,借鉴Sportcal网站的运营优势,提出优化原则及策略。本文的结果与分析主要包括五部分内容。第一部分为概念界定,主要界定了体育产业、信息、盈利模式、运营模式的概念。第二部分为国内外体育产业信息网站发展概况。第三部分为中国体育产业信息网站运营模式,包括对合作模式、产品模式、盈利模式、推广模式、组织架构模式和业务流程模式的分析。第四部分为中国体育产业信息网运营模式的主要问题和困境,包括:价值增值程度较低;欠缺优质的产品设计;理想的盈利模式难以实现;推广模式缺乏完整性。第五部分为中国体育产业信息网运营模式优化原则及策略,包括Sportcal网站的运营优势和中国体育产业信息网运营模式的优化原则和策略。优化原则包括:分阶段优化;定位清晰;整合资源。优化策略包括:创造优质的产品模式;设计有效的盈利模式;构建完整的推广模式;组建专业的运营团队。
[Abstract]:Sports and Internet continue to merge and develop, the development of sports industry information has become a trend, sports industry information website as the main product of sports industry information, gradually rising and playing a role. The China Sports Industry Information Network is established by the Sports Information Center of the State Sports Administration and Jiangsu Sujia Group, and operates as a corporation. Is a representative sports industry information website in China. It should be a platform for information release and business interaction, and can integrate resources to promote the rapid development of the industry, but there are certain problems in its operation process. At the same time, there are few related researches in the industry, so this paper reorganizes the operation mode of China Sports Industry Information Network from the perspective of application and theory. Aiming at the main problems and difficulties, this paper takes the operation mode of China Sports Industry Information Network as the main research object, applies the literature method, field investigation method, expert interview method, This paper explains the development of sports industry information websites abroad, expounds the general situation of the development of sports industry information websites in China, and from the cooperation mode, product model, profit model, promotion mode, This paper analyzes the operation mode of China Sports Industry Information Network from six aspects of organization structure model and business process mode, finds out the main problems and difficulties, and draws lessons from the operating advantages of Sportcal website. The results and analysis of this paper mainly include five parts. The first part is the definition of the concept, mainly defines the sports industry, information, profit model, The second part is the general situation of the development of the sports industry information website at home and abroad. The third part is the Chinese sports industry information website operation model, including the cooperation mode, the product model, the profit model, the promotion model, The analysis of organizational structure and business process mode. 4th is the main problems and difficulties of China Sports Industry Information Network, including: low value-added value, lack of high-quality product design; The ideal profit model is difficult to realize, the extension model lacks integrality. 5th part is the optimization principle and strategy of China Sports Industry Information Network. Including the operation advantage of Sportcal website and the optimization principle and strategy of China Sports Industry Information Network. The optimization principles include: phased optimization, clear positioning, integration of resources, optimization strategy including: creating high-quality product model; Design effective profit model; build a complete promotion model; set up a professional operation team.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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