ESPN品牌文化对我国体育传媒发展的启示  

Enlightenment of ESPN Brand Culture on the Development of Sports Media in China

作　　者：张伟 ZHANG Wei(School of Physical Education,Weifang University,Weifang Shandong,261061,China)

机构地区：[1]潍坊学院体育学院,山东潍坊261061

出　　处：《四川体育科学》2022年第2期30-33,97,共5页Sichuan Sports Science

摘　　要：主要运用文献资料法对ESPN的品牌特点进行分析,以期为我国体育传媒的发展提供参考。结果发现:先进的经营模式、丰富多彩的节目、广泛的业务是其发展的基础;品牌战略为其发展起了直接的推动作用;其他多种手段的运用也起到了间接地推动作用。结论:ESPN已经形成了一条体育产业链,是一种相当完整的运营模式;依靠赛事及其他多媒体的影响力,有力地推动了ESPN的全球化;形式多样的业务及丰富的周边产品,开辟了体育转播之外的多种市场;人是ESPN发展的核心。建议:当前,我国正处于文明复兴的初级阶段,包括体育传媒在内的多种产业都不是很成熟,循序渐进是我们在当前国情下需遵循的基本准则;在民族品牌的发展过程中,汲取百家之长,师夷长技以强国,创建兼容传统与国际特色的体育传媒是当务之急;顺应时代发展潮流,大胆改革,依托现代传媒技术,逐步打造世界一流的体育传媒。In this paper,the author mainly uses the literature data method to analyze the brand characteristics of ESPN,and provides a reference for the development of sports media in China by analyzing its brand characteristics.The results show that advanced business models,rich programs,and extensive business are the foundation of its development;brand strategy has played a direct role in promoting its development;the use of other various means has also played an indirect role.In this paper,the author draws many conclusions.For example,the development of ESPN has formed a sports industry chain,which is a fairly complete operation mode;Relying on the influence of events and other multimedia,we have effectively promoted the globalization of ESPN;Diverse forms of business and rich peripheral products have opened up a variety of markets beyond sports broadcasting;People are the core of ESPN's development.Suggestion:At present,China is in the initial stage of civilized rejuvenation.Many industries including sports media are not very mature.Step-by-step development is the basic norm we need to follow in the current national conditions.In the process of national brand development,we shall learn the advantages domestically and abroad to create sports media compatible with traditional and international characteristics,which is the top priority.In line with the trend of the times,we shall boldly reform and gradually build the world-class sports media relying on modern media technology.

关 键 词：ESPN 品牌文化 体育传媒 发展 启示 

分 类 号：G80-056[文化科学—运动人体科学]