本文選題：騰訊NBA　切入點(diǎn)：體育網(wǎng)絡(luò)視頻傳播　出處：《山東體育學(xué)院》2017年碩士論文

【摘要】：騰訊網(wǎng)NBA直播網(wǎng)站作為美國(guó)NBA(美國(guó)男子職業(yè)籃球聯(lián)賽)中國(guó)數(shù)字媒體獨(dú)家官方合作伙伴,自2015年簽約NBA以來,直播收視率持續(xù)飆高,網(wǎng)頁視頻存有量和類型豐富度較高,網(wǎng)友一致好評(píng)�；ヂ�(lián)網(wǎng)高度發(fā)達(dá)的今天,各種網(wǎng)絡(luò)終端技術(shù)越來越先進(jìn),網(wǎng)絡(luò)的自由化決定了取得網(wǎng)絡(luò)信息的便捷,目前來說,網(wǎng)絡(luò)的受眾者偏低齡,其中大部分是大學(xué)生和中學(xué)生,甚至小學(xué)生,根據(jù)2016年06月22日重慶晚報(bào)報(bào)道,就NBA球迷來說,29歲以下用戶比例達(dá)到80%,NBA球迷的特征是年輕活力、精力旺盛、熱愛運(yùn)動(dòng)并且有一定購買能力;在學(xué)歷方面,大學(xué)及以上學(xué)歷用戶超過50%,網(wǎng)絡(luò)使用在大學(xué)生生活中已成為一種必不可少的元素,大學(xué)生好奇心較強(qiáng),對(duì)于新鮮事物也有較強(qiáng)的效仿和學(xué)習(xí)能力,因此對(duì)于網(wǎng)絡(luò)信息的傳播監(jiān)管的重要程度不言而喻,網(wǎng)絡(luò)視頻傳播無形之中產(chǎn)生的教育意義,對(duì)于如何維護(hù)一個(gè)純凈健康的網(wǎng)絡(luò)視頻傳播環(huán)境,提高網(wǎng)絡(luò)教育意義成為一個(gè)重要議題。本文通過對(duì)當(dāng)前騰訊NBA直播和該網(wǎng)站NBA視頻傳播的研究,對(duì)比我國(guó)其他門戶網(wǎng)站體育網(wǎng)絡(luò)視頻傳播的特征,借鑒、吸取前人研究的結(jié)論和經(jīng)驗(yàn),發(fā)掘騰訊NBA視頻傳播策略的新穎、過人之處,得出結(jié)論:騰訊擁有極其廣闊的網(wǎng)絡(luò)平臺(tái)和綜合性極強(qiáng)的網(wǎng)絡(luò)系統(tǒng),這些優(yōu)勢(shì)與NBA強(qiáng)大的品牌號(hào)召力相結(jié)合,其產(chǎn)生的新聞傳播效果是及其顯著的,另外騰訊對(duì)于solomo模式的成功運(yùn)用,以及騰訊本著認(rèn)真實(shí)干的態(tài)度和眾多超越其他門戶網(wǎng)站的優(yōu)勢(shì)策略,這些因素綜合起來共同筑成了“騰訊NBA”今天的火熱轉(zhuǎn)播。最后發(fā)現(xiàn)騰訊NBA視頻傳播中存在的問題,并提出解決策略,進(jìn)而由小及大對(duì)我國(guó)當(dāng)今體育新聞傳播所存在的問題進(jìn)行深入的剖析,并對(duì)其發(fā)展提出可行性的個(gè)人建議。
[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.

【學(xué)位授予單位】：山東體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;G80-05

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