体育类网络电子杂志的现状分析和发展趋势研究

发布时间：2018-02-23 13:27

本文关键词： 体育类网络电子杂志《最体育》现状与趋势　出处：《北京体育大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着web2.0时代的到来,社会多样化、多极化、多层化的发展使得受众对信息的需求日趋多样化,传播者和受众的共同参与和双向互动成为网络传播的一大发展趋势。基于这样的背景,以网络为发布平台的电子杂志开始崭露头角。通过对我国体育类网络电子杂志的分析与研究,发现,体育类网络电子杂志的发展在我国仍处于初级阶段,数量和质量上都难以符合不断增大的受众群的需求。我国体育类网络电子杂志的内容单一质量有待提高,并且缺乏与读者的有效沟通,电子杂志的市场并不成熟,需要加以规范,盈利模式也非常单一跟传统的纸质杂志相比,影响力还差的很远。 2009年6月1日,黄健翔作为出品人的一本体育类网络电子杂志正式发行,杂志的名称叫做《最体育》,凭借黄健翔的个人影响力,加上日新月异的新媒体技术,《最体育》丰富的板块设计、新颖独特的内容编排,极富观点特色的原创内容受到了广大体育爱好者的喜爱。一经发行,就占据了网络体育类电子杂志发行的头名,一举超过了诸如《体育画报》老字号的体育类网络电子杂志。杂志两周年之际,《最体育》又与时尚传媒集团合作,改名为《时尚最体育》,强强合作让《最体育》的未来前景一片光明。本文通过对《最体育》电子杂志的深入分析,总结出了《最体育》的优势所在,为我国体育类网络电子杂志的发展提供了一个很好的范例。首先,黄健翔的名人效应,让《最体育》从创刊起就备受关注,黄健翔既为《最体育》杂志的质量做了保证,又凭借其个人影响拉来了很多独家的报道和著名体育评论员的专栏,使《最体育》杂志的内容可读性变得更强,权威性和可信度更高。其次,《最体育》的版块设计也非常新颖,图片、文字、动画、视频等所有的传播媒介一应俱全,观感效果极佳。另外,《最体育》非常注重于读者的交流与互动,不但开设微博进行及时在线互动,还经常设置一些体育类话题邀请读者们参与,这样《最体育》的读者受众在相对稳定的基础上稳步提升。内容质量参差不齐、宣传方式老套、盈利模式单一等体育类网络电子杂志的老问题,由此带来的是投资人和广告商的没信心,整个行业的不景气。《最体育》的成功,给我国体育类网络电子杂志的发展提供了借鉴作用。网络时代的大背景下,借助日新月异的新媒体技术,以及受众阅读习惯逐渐向电子刊物的转化,我国体育类网络电子杂志会有一个很好的未来。
[Abstract]:With the coming of web2.0 era, the development of social diversification, multi-polarization and multi-layer makes the audience's demand for information more and more diverse. The mutual participation and two-way interaction between the communicator and the audience has become a great development trend of the network communication. Based on this background, the e-magazines based on the network as the publishing platform are beginning to emerge. Through the analysis and research of the sports online electronic magazine in China, it is found that the development of the sports network electronic magazine is still in the primary stage in our country. In terms of quantity and quality, it is difficult to meet the needs of a growing audience. The content of online electronic magazines of sports in China needs to be improved in a single way, and there is a lack of effective communication with readers, and the market of electronic magazines is not mature. Need to be standardized, the profit model is very single and traditional paper magazine, the impact is still far from. In June 1st 2009, Huang Jianxiang, as a producer of a sports online electronic magazine, was officially released under the name "most Sports," relying on Huang Jianxiang's personal influence. In addition to the ever-changing new media technology, "most Sports" rich plate design, novel and unique content layout, extremely rich in ideas and characteristics of the original content by the majority of sports enthusiasts love. It has taken the top spot in the distribution of online sports electronic magazines, surpassing the old sports electronic magazines such as Sports Illustrated. On the second anniversary of the magazine, most Sports also worked with fashion media groups. Changing its name to "fashion and sports", strong and strong cooperation makes the future of most sports bright. Based on the in-depth analysis of the electronic magazine "most Sports", this paper sums up the advantages of "most Sports", and provides a good example for the development of the online electronic magazine of sports in China. First, the celebrity effect of Huang Jianxiang. From its inception, Huang Jianxiang not only guaranteed the quality of the magazine, but also drew a lot of exclusive reports and columns from famous sports commentators on the basis of his personal influence. Make the content of the most Sports magazine more readable, authoritative and credible. Secondly, the most Sports section design is also very new, pictures, text, animation, video and all the media are available. In addition, most Sports pays much attention to the communication and interaction of readers. Not only does Weibo conduct timely online interaction, but also he often sets up sports topics to invite readers to participate. In this way, the reader audience of most Sports is steadily improving on the basis of relative stability. The old problems of sports online electronic magazines, such as uneven content, stereotypical publicity, single profit model, etc., have brought about the lack of confidence of investors and advertisers, the depression of the whole industry, and the success of "most Sports". It provides a reference for the development of sports electronic magazines in China. Under the background of the network age, with the help of the new media technology with each passing day, as well as the readers' reading habits, they are gradually transformed into electronic publications. Our country sports kind network electronic magazine will have a very good future.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237.6-F

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