| “影响力经济”视域下中超联赛传播现状及发展策略研究 |
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| 引用本文： | 毕天杨,冯雅男,王莉.“影响力经济”视域下中超联赛传播现状及发展策略研究[J].沈阳体育学院学报,2020(1):110-117. |
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| 作者姓名： | 毕天杨 冯雅男 王莉 |
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| 作者单位： | 北京体育大学管理学院 |
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| 基金项目： | 2018国家社科重点项目“我国体育产业与相关产业融合度及融合效应研究”(项目号:18ATY006). |
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| 摘 要： | 随着中超联赛的职业化发展,其与大众传媒的关系愈加密切。中超联赛的发展与传媒理论的革新之间的相互关系不断增强。在当前传媒产业研究的焦点从"注意力经济"向"影响力经济"转向的情况下,本研究通过构建影响力经济视域下的传播分析模型,从生产、传布和提升3个环节探讨中超联赛传播的现状、问题与策略。研究认为,从影响力经济的视角来看,中超联赛传播中存在的问题有:1)影响力生产方面,联赛整体赛事质量不高,资本、人才等问题需要改善;2)影响力传布方面,联赛与传统媒体合作逐渐式微,与新媒体融合不够充分;3)影响力提升方面,联赛在传播中没有对受众的同质性和差异性及造成的受众市场细分足够重视,服务多样化有待加强。针对以上问题,建议:1)以提高赛事质量为核心,用资本投入改变联赛效用,用人才投入扩大联赛效用,生产良好的影响力产品;2)以运用媒介技术为关键,发挥传统媒介优势,利用新兴媒介特点,传布多样的影响力内容;3)以满足受众需求为目标,积极开展消费者调查并以此指导传播实践,提升联赛的影响力效应。
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| 关 键 词： | 中超联赛 影响力经济 赛事传播 传播影响力 职业体育 |
Current Situation and Development Strategies of Chinese Super League Communication from the “Perspective of Influence Economy” |
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| BI Tianyang,FENG Yanan,WANG Li.Current Situation and Development Strategies of Chinese Super League Communication from the “Perspective of Influence Economy”[J].Journal of Shenyang Sport University,2020(1):110-117. |
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| Authors: | BI Tianyang FENG Yanan WANG Li |
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| Institution: | (School of Management,Beijing Sport University,Beijing 100084,China) |
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| Abstract: | With the professional development of Chinese Super League(hereinafter referred to as CSL),its relationship with mass media becomes closer and closer.The relationship between the development of CSL and the innovation of media theory is constantly strengthened.At present,the focus of media industry research has shifted from "attention economy" to "influence economy".By building a communication analysis model from the perspective of influence economy,this paper discusses the situations,problems and strategies of communication in the CSL from the aspects of production,transmission and promotion.According to the research,the problems in the communication of CSL are as follows:1) In terms of influence production,the overall quality of league matches is not high,and the problems of capital and talents need to be improved;2) In terms of influence communication,the cooperation between CSL and traditional media has gradually declined,and the combination with new media is insufficient;3) In terms of influence promotion,the communication of CSL doesn’t pay enough attention to the homogeneity and difference of the audience and the segmentation of the audience market,so the diversification of services needs to be strengthened.Suggestions:1) to focus on improving the quality of the event,use capital investment to change the effectiveness of the league,and use talent investment to expand the effectiveness of the league to produce good influence products;2) to take the use of media technology as the key,give full play to the advantages of traditional media and make use of the characteristics of emerging media to disseminate diverse influence content;3) to meet the needs of the audience,actively conduct consumer surveys and guide communication practice to enhance the influence of the league. |
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| Keywords: | Chinese Super League influence economy event communication communication influence professional sport |
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