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伦敦奥运会,中国媒体竞争再次白热化,网络媒体占据竞争的主要舞台。伦敦奥运会上的媒体竞争预示着中国网络媒体在今后大型体育赛事报道及市场营销上的一些趋势。突出“自选动作”——打造特色营销策略伦敦奥运报道,重金购买奥运赛事播出权及各大通讯社的新闻资讯属于门户网站的“规定动作”。但为了提升自身媒体市场影响力,突出自身特点,获得更大广告收入,网络媒体还各显其能,提高“自选动作”难度,投入重金打造各自的特色视频节目。
In the London Olympics, competition in the Chinese media has once again heated up and online media occupy the main stage of competition. Media competition at the London Olympics signals some of the trends in China’s online media coverage and marketing of major sports events in the future. Highlight “optional action ” - to create a unique marketing strategy London Olympic Games reported that the heavy investment in the Olympic Games broadcast rights and major news agencies news belongs to the portal “prescribed action ”. However, in order to enhance its influence in the media market, highlight its own characteristics and gain more advertising revenue, the online media also exerted great efforts to enhance the difficulty of “self-selected motion” and devoted themselves to creating their own special video programs.