本文關(guān)鍵詞： 體育類網(wǎng)絡(luò)電子雜志 《最體育》 現(xiàn)狀與趨勢　出處：《北京體育大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著web2.0時代的到來,社會多樣化、多極化、多層化的發(fā)展使得受眾對信息的需求日趨多樣化,傳播者和受眾的共同參與和雙向互動成為網(wǎng)絡(luò)傳播的一大發(fā)展趨勢�；谶@樣的背景,以網(wǎng)絡(luò)為發(fā)布平臺的電子雜志開始嶄露頭角。 通過對我國體育類網(wǎng)絡(luò)電子雜志的分析與研究,發(fā)現(xiàn),體育類網(wǎng)絡(luò)電子雜志的發(fā)展在我國仍處于初級階段,數(shù)量和質(zhì)量上都難以符合不斷增大的受眾群的需求。我國體育類網(wǎng)絡(luò)電子雜志的內(nèi)容單一質(zhì)量有待提高,并且缺乏與讀者的有效溝通,電子雜志的市場并不成熟,需要加以規(guī)范,盈利模式也非常單一跟傳統(tǒng)的紙質(zhì)雜志相比,影響力還差的很遠。 2009年6月1日,黃健翔作為出品人的一本體育類網(wǎng)絡(luò)電子雜志正式發(fā)行,雜志的名稱叫做《最體育》,憑借黃健翔的個人影響力,加上日新月異的新媒體技術(shù),《最體育》豐富的板塊設(shè)計、新穎獨特的內(nèi)容編排,極富觀點特色的原創(chuàng)內(nèi)容受到了廣大體育愛好者的喜愛。一經(jīng)發(fā)行,就占據(jù)了網(wǎng)絡(luò)體育類電子雜志發(fā)行的頭名,一舉超過了諸如《體育畫報》老字號的體育類網(wǎng)絡(luò)電子雜志。雜志兩周年之際,《最體育》又與時尚傳媒集團合作,改名為《時尚最體育》,強強合作讓《最體育》的未來前景一片光明。 本文通過對《最體育》電子雜志的深入分析,總結(jié)出了《最體育》的優(yōu)勢所在,為我國體育類網(wǎng)絡(luò)電子雜志的發(fā)展提供了一個很好的范例。首先,黃健翔的名人效應(yīng),讓《最體育》從創(chuàng)刊起就備受關(guān)注,黃健翔既為《最體育》雜志的質(zhì)量做了保證,又憑借其個人影響拉來了很多獨家的報道和著名體育評論員的專欄,使《最體育》雜志的內(nèi)容可讀性變得更強,權(quán)威性和可信度更高。其次,《最體育》的版塊設(shè)計也非常新穎,圖片、文字、動畫、視頻等所有的傳播媒介一應(yīng)俱全,觀感效果極佳。另外,《最體育》非常注重于讀者的交流與互動,不但開設(shè)微博進行及時在線互動,還經(jīng)常設(shè)置一些體育類話題邀請讀者們參與,這樣《最體育》的讀者受眾在相對穩(wěn)定的基礎(chǔ)上穩(wěn)步提升。 內(nèi)容質(zhì)量參差不齊、宣傳方式老套、盈利模式單一等體育類網(wǎng)絡(luò)電子雜志的老問題,由此帶來的是投資人和廣告商的沒信心,整個行業(yè)的不景氣�！蹲铙w育》的成功,給我國體育類網(wǎng)絡(luò)電子雜志的發(fā)展提供了借鑒作用。網(wǎng)絡(luò)時代的大背景下,借助日新月異的新媒體技術(shù),以及受眾閱讀習慣逐漸向電子刊物的轉(zhuǎn)化,我國體育類網(wǎng)絡(luò)電子雜志會有一個很好的未來。
[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.
【學位授予單位】：北京體育大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G237.6-F

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