新媒体环境下广东体育频道发展创新研究

发布时间：2018-05-30 01:09

本文选题：广东体育频道 + 融媒体　；参考：《广州体育学院》2017年硕士论文

【摘要】：传统媒体正面临传播渠道多样化、终端移动化、受众需求多元化的新媒体时代。在互联网通讯技术日渐发达和国家政策开放的支持下,体育媒体行业竞争激烈。拥有殷实资金基础的体育新媒体加入赛事版权争夺行列,广东体育频道在新媒体环境下面临互联网人才缺乏、广告经营能力有限、节目源匮乏诸多困境。本文将广东体育频道新媒体创新实践作为研究对象,采用文献资料法、专家访谈法、内容分析法梳理了广东体育电视传播存在的现状及困境,找到发展创新的痛点和难点。本文将经济学中的熊彼特“五个创新”理论作为分析框架,重点探讨广东体育频道在新媒体环境下的产品创新、技术创新、市场创新、资源创新、制度创新。从五个层面分析广东体育频道的创新举措,总结归纳实践工作的不足与制约,以此来尝试为传统媒体发展创新提出理论建议。通过对频道创新举措的分析得出结论:广东体育频道产品创新多样,公众号受众粘性强;新媒体市场痛点不明确,盈利能力不足;技术创新呈优势,资源创新较贫乏。本研究根据广东体育频道的现有优势,结合新媒体发展趋势为广东体育传播发展提出几点未来发展创新的建议:放弃“鸡肋”产品,聚合新媒体平台;拓展新媒体营销,活化商业模式;把握体育大年契机,提升策展能力。
[Abstract]:The traditional media is facing the new media era of diversification of communication channels, terminal mobility, and the diversity of the audience's demand. With the increasingly developed Internet communication technology and the support of the policy opening of the state, the sports media industry is competing fiercely. The sports new media, with the solid capital foundation, joins the competition rights for the competition, and the Guangdong sports channel is in the new The media environment is facing the lack of Internet talents, the limited ability of advertising management, the shortage of program sources. This paper takes the new media innovation practice of Guangdong sports channel as the research object, and uses the literature method, expert interview and content analysis to comb the present situation and difficulties of the sports television communication in Guangdong, and find the pain of development and innovation. This article takes the "five innovation" theory of bear Pete in economics as the analysis frame, and focuses on the innovation of product, technology innovation, market innovation, resource innovation and system innovation in the new media environment of Guangdong sports channel. It analyses the innovation measures of Guangdong sports frequency from five levels and summarizes the shortcomings of the practice. Through the analysis of the channel innovation measures, Guangdong sports channel product innovation is diverse, the public number is sticky, the new media market pain point is unclear, the profit ability is insufficient, the technological innovation is superior and the resource innovation is poor. This research is based on the Guangdong body. The existing advantages of Yu channel, combined with the development trend of new media, put forward some suggestions for future development and innovation for Guangdong sports communication development: give up "chicken ribs" products, aggregate new media platform, expand new media marketing, activate business model, grasp the opportunity of sports big year, and improve the curatorial ability.
【学位授予单位】：广州体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G812.7;G229.2

【参考文献】