腾讯NBA视频传播及其对当今体育新闻传播的建议

发布时间：2018-03-26 19:09

本文选题：腾讯NBA　切入点：体育网络视频传播　出处：《山东体育学院》2017年硕士论文

【摘要】：腾讯网NBA直播网站作为美国NBA(美国男子职业篮球联赛)中国数字媒体独家官方合作伙伴,自2015年签约NBA以来,直播收视率持续飙高,网页视频存有量和类型丰富度较高,网友一致好评。互联网高度发达的今天,各种网络终端技术越来越先进,网络的自由化决定了取得网络信息的便捷,目前来说,网络的受众者偏低龄,其中大部分是大学生和中学生,甚至小学生,根据2016年06月22日重庆晚报报道,就NBA球迷来说,29岁以下用户比例达到80%,NBA球迷的特征是年轻活力、精力旺盛、热爱运动并且有一定购买能力;在学历方面,大学及以上学历用户超过50%,网络使用在大学生生活中已成为一种必不可少的元素,大学生好奇心较强,对于新鲜事物也有较强的效仿和学习能力,因此对于网络信息的传播监管的重要程度不言而喻,网络视频传播无形之中产生的教育意义,对于如何维护一个纯净健康的网络视频传播环境,提高网络教育意义成为一个重要议题。本文通过对当前腾讯NBA直播和该网站NBA视频传播的研究,对比我国其他门户网站体育网络视频传播的特征,借鉴、吸取前人研究的结论和经验,发掘腾讯NBA视频传播策略的新颖、过人之处,得出结论:腾讯拥有极其广阔的网络平台和综合性极强的网络系统,这些优势与NBA强大的品牌号召力相结合,其产生的新闻传播效果是及其显著的,另外腾讯对于solomo模式的成功运用,以及腾讯本着认真实干的态度和众多超越其他门户网站的优势策略,这些因素综合起来共同筑成了“腾讯NBA”今天的火热转播。最后发现腾讯NBA视频传播中存在的问题,并提出解决策略,进而由小及大对我国当今体育新闻传播所存在的问题进行深入的剖析,并对其发展提出可行性的个人建议。
[Abstract]:Tencent.com NBA webcast website as the American NBA (American man occupation basketball league) Chinese digital media exclusive official partner since 2015 signed NBA, broadcast ratings remain high, "the video being the amount and type of high degree, highly developed Internet users praise. Today, all kinds of network terminal technology more and more advanced, network freedom decided to obtain network information convenient, at present, the network audience partial younger, most of them are college students and middle school students, even primary school, according to the 2016 06 month 22, Chongqing evening news, NBA fans, users under 29 years old the ratio reached 80%, characteristics of NBA fans is the vitality of the young, energetic. Love sports and have the ability to buy in education; college degree or above, more than 50% users, the use of network in students life has become an indispensable Few elements, college students' curiosity is strong, have a strong ability to follow and learn new things, so important for the dissemination of information network supervision of network video communication is self-evident, invisible the significance of education, how to maintain a healthy pure Internet video communication environment, improve the network education has become an important significance issue. Based on the research of Tencent and the site of NBA NBA live video transmission, reference features, comparison of our other portals sports network video communication, drawing on previous research results and experience, explore the Tencent NBA video communication strategy is novel, excels, draw the conclusion: the Tencent has extremely wide network platform network system comprehensive and strong brand appeal, these advantages with NBA powerful combination, the effect of news dissemination is significant, In addition to the successful application of solomo model of Tencent and Tencent, in a serious work attitude and many other advantages beyond the portal strategy, these factors combine together into the "Tencent NBA" today's hot broadcast. Finally found at the Tencent NBA video communication in the problem, and propose solutions, in-depth analysis and from small to large in today's sports news dissemination of China's existing problems, and puts forward the feasible suggestions for its development.

【学位授予单位】：山东体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

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