我国商业篮球期刊的发展现状与趋势研究

发布时间：2018-03-29 11:11

本文选题：商业篮球期刊　切入点：发展现状　出处：《吉首大学》2012年硕士论文

【摘要】：我国的电视台从上个世纪80年代开始将NBA引进中国，从播放片段到录播到直播，NBA已经占有了中央电视台和各地方台大量的播出时间，除了相关体育政策，NBA的明星效应与篮球本身的魅力所产生的能量也是带动篮球这项体育活动迅速发展的关键。正因为NBA在我国快速发展，其也带动其相关产业传媒产业----商业篮球期刊的迅速发展。尤其是最近二十年，我国篮球球员陆续加入NBA,譬如姚明、王治郅、易建联等带动更多的青少年关注NBA、关注篮球，长此就形成了他们渴望了解更多对篮球相关的深度报道，有需求就有市场，“百家争鸣、百花齐放”专门报道篮球的商业篮球期刊就顺应时代背景相继创刊。到目前为止在网络与电视及外国刊物“入侵”的双重冲击下，许多商业篮球期刊依然得到广大青少年的持续青睐，它们的发行量一直处在体育大众期刊的首位，成为体育大众期刊发展进程中的一朵奇葩，惹人瞩目。当前我国拥有十几种商业篮球期刊，对于体育大众期刊而言，专门报道单项目的期刊，拥有上十种可谓凤毛麟角，而商业篮球期刊不论是在种类上还是在发行数量上都独占鳌头。但这种现象只是国内，与发达国家相对较成熟的商业篮球期刊相比，国内商业篮球期刊市还比较欠缺。但凡事都有两面性，从另外一层面讲这种差距也说明我国商业篮球期刊还有广阔的发展空间。因此我们在全面审视我国商业篮球期刊的同时根据“国情”引进西方成熟的商业篮球期刊办刊经验，适时的调整战略，达到商业篮球期刊的可持续发展。本论文正文包括六个部分：第3章主要是通过统计学原理，对商业篮球期刊的创刊时间、地理分布、发刊周期等进行分析，发现其基本规律并找出其存在的问题： 1.我国商业篮球期刊的发展依附于NBA、CBA的发展，尤其是NBA的发展。 2.我国商业篮球期刊发展的分布以集经济，文化、政治发展为中心的北京向华南、华中、西北、东北辐射，且其总部为省会城市，说明我国商业篮球期刊以经济为基础导致其发展极不均衡。 3.尽管我国从计划经济向市场经济转型已有三十多年的历史，但对于商业篮球期刊而言依靠政府仍是其发展的主要支撑。 4.快餐时代时效性很重要，而商业篮球期刊以月刊报道为主，，说明其消费给读者的是深度报道。第4章立足营销管理，结合传播学，通过内容分析法与个案分析法、逻辑分析法等对商业篮球期刊进行分析。通过4P策略分析对我国商业篮球期刊的的产品策略特点、分销策略的选择、价格策略的确定、促销策略的方式等有一个全面的认识，以便对体育期刊的商业运作优势有个大概的认识。第5章通过逻辑归纳法，总结出我国篮球类大众期刊存在问题： 1.同质化在商业篮球期刊中表现严重；2.缺乏综合缺乏综合性人才；3.我国商业篮球期刊“二次”销售的来路不畅；4.我国商业篮球期刊高居不下的成本费用；5.电视、网络带来读者注意力的转移；6.全球化所带来的危机。第6章通过文献资料法、逻辑归纳法对我国商业篮球期刊的发展对策及发展趋势进行阐述。得出如下结论：我国商业篮球期刊存在的问题提出以下发展对策：1．严格把关录用稿件质量；2．提高从业人员门槛；3．实现商业篮球期刊销售的“多元化”；4.拓宽商业篮球期刊市场，实施多元化媒体营销；其发展趋势：1.商业篮球期刊的集团化；2.商业篮球期刊的区域化；3.商业篮球期刊运作的市场化；4.发行渠道的多元化；5广告销售渠道的多元化等进行阐述。本文在理论上陈述我国商业篮球期刊发展颈瓶问题，希望能给我国商业篮球期刊在发展中起到一定指引作用，并能使我国其它体育大众项目类期刊在发展壮大时能取我国商业篮球期刊发展之长，避我国商业篮球期刊发展之短，得到迅速发展。
[Abstract]:From the 1980s , China ' s television station has introduced NBA into China , from playing fragment to broadcasting to live broadcast , NBA has occupied a lot of broadcast time of central television station and local station . In addition to the related sports policy , the NBA ' s star effect and the charm of basketball itself are the key to the rapid development of basketball .

At present , there are more than ten commercial basketball periodicals in our country . In the case of sports popular journals , there are only ten kinds of periodicals for single purpose , and the commercial basketball periodicals are still less than the mature commercial basketball periodicals . But there are two parts : Chapter 3 is mainly through the statistical principle , the paper analyses the issue time , geographical distribution and issue period of commercial basketball periodicals , and finds out the basic rules and finds out the existing problems :

1 . The development of commercial basketball periodicals in China is attached to the development of NBA and CBA , especially the development of NBA .

2 . The distribution of the development of commercial basketball periodicals in China is focused on the economic , cultural and political development of Beijing to South China , Central China , Northwest China and Northeast China , and its headquarters is the provincial capital city , which shows that the development of commercial basketball periodicals in China is very uneven .

3 . Although our country has been transformed from planned economy to market economy for more than 30 years , relying on the government is still the main support for the development of commercial basketball periodicals .

4 . The timeliness of the fast food era is very important , while the commercial basketball periodicals are mainly reported in the monthly journal , which shows that their consumption is deeply reported to the readers .

Chapter 4 is based on the marketing management , combining the communication , analyzing the commercial basketball periodicals through the content analysis method and the case analysis method , the logical analysis method , etc . Through the 4P strategy analysis , a comprehensive understanding of the characteristics of the product strategy , the choice of distribution strategy , the determination of price policy and the way of promotion strategy are analyzed through 4P strategy analysis , so as to have a general understanding of the business operation advantage of sports periodicals .

Chapter 5 summarizes the problems of Chinese basketball popular journals by logical induction .

1 . Homomorphism is serious in commercial basketball periodicals ;
2 . Lack of comprehensive lack of comprehensive talent ;
3 . The " second " sale of commercial basketball periodicals in our country is not smooth ;
4 . High cost of commercial basketball periodicals in China ;
5 . TV and network bring reader ' s attention ;
6 . The crisis brought by globalization .

Chapter 6 expounds the development countermeasures and the developing trend of commercial basketball periodicals in China through the document data method and the logical induction method . The following conclusions are drawn : 1 . strictly control the quality of the manuscript ;
2 . Improving the threshold of practitioners ;
3 . To realize the " diversification " of the sales of commercial basketball periodicals ;
4 . Expand the market of commercial basketball periodicals and implement multi - media marketing ;
The development trend : 1 . collectivization of commercial basketball periodicals ;
2 . regionalization of commercial basketball periodicals ;
3 . The marketing of the operation of commercial basketball periodicals ;
4 . Diversity of distribution channels ;
5 . Set forth the diversification of advertising channels and so on .

On the basis of theory , this paper presents the issue of the development of commercial basketball periodicals in China , and hopes to play a certain guiding role in the development of commercial basketball periodicals in China , and can make the periodical of other sports mass projects in our country be able to take the development of commercial basketball periodicals in our country and avoid the short development of commercial basketball periodicals in our country and get rapid development .

【学位授予单位】：吉首大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G841;G239.2

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