本文選題：商業(yè)籃球期刊　切入點：發(fā)展現(xiàn)狀　出處：《吉首大學(xué)》2012年碩士論文

【摘要】：我國的電視臺從上個世紀(jì)80年代開始將NBA引進中國，從播放片段到錄播到直播，NBA已經(jīng)占有了中央電視臺和各地方臺大量的播出時間，除了相關(guān)體育政策，NBA的明星效應(yīng)與籃球本身的魅力所產(chǎn)生的能量也是帶動籃球這項體育活動迅速發(fā)展的關(guān)鍵。正因為NBA在我國快速發(fā)展，其也帶動其相關(guān)產(chǎn)業(yè)傳媒產(chǎn)業(yè)----商業(yè)籃球期刊的迅速發(fā)展。尤其是最近二十年，我國籃球球員陸續(xù)加入NBA,譬如姚明、王治郅、易建聯(lián)等帶動更多的青少年關(guān)注NBA、關(guān)注籃球，長此就形成了他們渴望了解更多對籃球相關(guān)的深度報道，有需求就有市場，“百家爭鳴、百花齊放”專門報道籃球的商業(yè)籃球期刊就順應(yīng)時代背景相繼創(chuàng)刊。到目前為止在網(wǎng)絡(luò)與電視及外國刊物“入侵”的雙重沖擊下，許多商業(yè)籃球期刊依然得到廣大青少年的持續(xù)青睞，它們的發(fā)行量一直處在體育大眾期刊的首位，成為體育大眾期刊發(fā)展進程中的一朵奇葩，惹人矚目。 當(dāng)前我國擁有十幾種商業(yè)籃球期刊，對于體育大眾期刊而言，專門報道單項目的期刊，擁有上十種可謂鳳毛麟角，而商業(yè)籃球期刊不論是在種類上還是在發(fā)行數(shù)量上都獨占鰲頭。但這種現(xiàn)象只是國內(nèi)，與發(fā)達(dá)國家相對較成熟的商業(yè)籃球期刊相比，國內(nèi)商業(yè)籃球期刊市還比較欠缺。但凡事都有兩面性，從另外一層面講這種差距也說明我國商業(yè)籃球期刊還有廣闊的發(fā)展空間。因此我們在全面審視我國商業(yè)籃球期刊的同時根據(jù)“國情”引進西方成熟的商業(yè)籃球期刊辦刊經(jīng)驗，適時的調(diào)整戰(zhàn)略，達(dá)到商業(yè)籃球期刊的可持續(xù)發(fā)展。本論文正文包括六個部分：第3章主要是通過統(tǒng)計學(xué)原理，對商業(yè)籃球期刊的創(chuàng)刊時間、地理分布、發(fā)刊周期等進行分析，發(fā)現(xiàn)其基本規(guī)律并找出其存在的問題： 1.我國商業(yè)籃球期刊的發(fā)展依附于NBA、CBA的發(fā)展，尤其是NBA的發(fā)展。 2.我國商業(yè)籃球期刊發(fā)展的分布以集經(jīng)濟，文化、政治發(fā)展為中心的北京向華南、華中、西北、東北輻射，且其總部為省會城市，說明我國商業(yè)籃球期刊以經(jīng)濟為基礎(chǔ)導(dǎo)致其發(fā)展極不均衡。 3.盡管我國從計劃經(jīng)濟向市場經(jīng)濟轉(zhuǎn)型已有三十多年的歷史，但對于商業(yè)籃球期刊而言依靠政府仍是其發(fā)展的主要支撐。 4.快餐時代時效性很重要，而商業(yè)籃球期刊以月刊報道為主，，說明其消費給讀者的是深度報道。 第4章立足營銷管理，結(jié)合傳播學(xué)，通過內(nèi)容分析法與個案分析法、邏輯分析法等對商業(yè)籃球期刊進行分析。通過4P策略分析對我國商業(yè)籃球期刊的的產(chǎn)品策略特點、分銷策略的選擇、價格策略的確定、促銷策略的方式等有一個全面的認(rèn)識，以便對體育期刊的商業(yè)運作優(yōu)勢有個大概的認(rèn)識。 第5章通過邏輯歸納法，總結(jié)出我國籃球類大眾期刊存在問題： 1.同質(zhì)化在商業(yè)籃球期刊中表現(xiàn)嚴(yán)重；2.缺乏綜合缺乏綜合性人才；3.我國商業(yè)籃球期刊“二次”銷售的來路不暢；4.我國商業(yè)籃球期刊高居不下的成本費用；5.電視、網(wǎng)絡(luò)帶來讀者注意力的轉(zhuǎn)移；6.全球化所帶來的危機。 第6章通過文獻資料法、邏輯歸納法對我國商業(yè)籃球期刊的發(fā)展對策及發(fā)展趨勢進行闡述。得出如下結(jié)論：我國商業(yè)籃球期刊存在的問題提出以下發(fā)展對策：1．嚴(yán)格把關(guān)錄用稿件質(zhì)量；2．提高從業(yè)人員門檻；3．實現(xiàn)商業(yè)籃球期刊銷售的“多元化”；4.拓寬商業(yè)籃球期刊市場，實施多元化媒體營銷；其發(fā)展趨勢：1.商業(yè)籃球期刊的集團化；2.商業(yè)籃球期刊的區(qū)域化；3.商業(yè)籃球期刊運作的市場化；4.發(fā)行渠道的多元化；5廣告銷售渠道的多元化等進行闡述。 本文在理論上陳述我國商業(yè)籃球期刊發(fā)展頸瓶問題，希望能給我國商業(yè)籃球期刊在發(fā)展中起到一定指引作用，并能使我國其它體育大眾項目類期刊在發(fā)展壯大時能取我國商業(yè)籃球期刊發(fā)展之長，避我國商業(yè)籃球期刊發(fā)展之短，得到迅速發(fā)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 .

【學(xué)位授予單位】：吉首大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G841;G239.2

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