| 美国ESPN与CCTV-5频道运营情况对比研究 |
| |
| 引用本文： | 宋文利,孙涛,王莉丽,吴卅.美国ESPN与CCTV-5频道运营情况对比研究[J].哈尔滨体育学院学报,2013(5):35-39. |
| |
| 作者姓名： | 宋文利 孙涛 王莉丽 吴卅 |
| |
| 作者单位： | [1]哈尔滨体育学院休闲与社会体育系,黑龙江哈尔滨150008 [2]北京体育大学人文系,北京100084 |
| |
| 基金项目： | 2011年黑龙江省社科研究规划年度项目一般项目（课题名称：美国ESPN体育电视频道模式对我国CCTV-5专业化建设的启示,课题编号：11B040） |
| |
| 摘 要： | 美国ESPN是全球最大的娱乐与体育电视网,是当今世界上最有影响力的电视频道之一,并且形成了自己的品牌经营策略。作为我国体育电视频道的龙头,CCTV-5与ESPN相比还存在较大的差距。为此,本文对美国ESPN与CCTV-5频道的运营状况进行了对比研究,结果表明：CCTV-5与ESPN在专业化的品牌定位;独特的传播方式;品牌栏目的创新;特色的活动策划与培育;全面的品牌产业推进;科学的品牌建设路径方面存在差异性,这与我国电视传媒改革的滞后性,电视产业以及体育产业市场发育的不完全有关。因此,探讨CCTV-5与美国ESPN存在的差距,以及需要借鉴的地方,对我国体育电视频道的进一步发展,打造世界一流的体育电视频道具有十分重要的意义。
|
| 关 键 词： | 美国ESPN CCTV-5频道 运营情况 对比 |
Comparison Research of Operating Conditions between ESPN with CCTV-5 |
| |
| Authors: | SONG Wen-li;SUN Tao;WANG Li-li;WU Sa |
| |
| Institution: | SONG Wen-li;SUN Tao;WANG Li-li;WU Sa; |
| |
| Abstract: | ESPN is the world＇s largest entertainment and sports network,is one of the most influential television channel in the modern world,and formed their own brand strategy.As the bibcock of sports TV channel in China.But from the scale,operation,setting up arrangements and audience,also there is a big gap compared with ESPN.In this paper,with the United States ESPN channel CCTV-5 operational status of comparative studies,The results showed that：ESPN professional brand positioning; The unique mode of transmission; Brand part of the innovation; distinctive event planning and nurturing; comprehensive brand Industry Promotion; Science of brand building paths,And China CCTV-5 as the representative of television media reforms lag and television industry as well as the current development of the sports industry market incompleteness.To carefully analyze the ESPN and CCTV-5channel operation development,explore the development path in the gap,and we need to draw lessons from,for the further development of sports TV channel in our country,to create a world-class professional sports TV channel has the very vital significance. |
| |
| Keywords: | ESPN America CCTV-5 Operating conditions Comparison |
| 本文献已被 维普 等数据库收录！ |
|
