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本文通过查阅文献、网络检索、访谈以及逻辑分析等方法,运用管理学中SWOT矩阵分析法,对我国体育传媒市场发展的内外部环境进行分析。研究认为全球化视角下我国体育传媒发展具有良好的外部机遇,而我国体育传媒产业内部即有自身的优势,但也存在诸多不足。本文主要探讨我国体育传媒市场在全球化视角下如何利用自身优势,克服自身劣势,并充分利用外部机遇发展我国的体育传媒产业。
This paper analyzes the internal and external environment of the development of sports media market in our country by means of literature review, interview and logical analysis, using the SWOT matrix method in management. The research thinks that the development of sports media in our country has a good external opportunity from the perspective of globalization. However, there are some advantages in China’s sports media industry, but there are also many shortcomings. This article mainly discusses how China’s sports media market can use its own advantages to overcome its own disadvantages under the globalization perspective and make full use of external opportunities to develop China’s sports media industry.