"Study on propagation China sports daily, 6 weekly".
|School||Chengdu Institute of Physical Education|
|Course||Humane and Sociological Science of Sports|
|Keywords||China Sports Daily Six Weekly Media brand Innovation|
Since initiating the reforms and open policy, especially after the Beijing Olympics, China’s gymnastics industry and sports news industry has a prodigious progress and development. Television stations at various levels opened sports channel on Television, or opened sports section on newspaper with unprecedented efforts to increase the coverage of sports events; many central and provincial party newspapers also had the sports additional pages. A large number of professional sports newspapers and magazines were emerging, and the integrated newspapers had also expanded the sports section, after years of market-oriented operation, they have made great progress in circulation, reading rate, market share and advertising revenue, etc. Faced the fierce competition, China Sports Daily explored the reform measures actively to pursue new and change, and the weekend issue Six Weekly was launched on March19,2011.First of all, this thesis will summarize the newspaper China Sports Daily---Six Weekly, and analyze the significance of the birth of Six Weekly under the specific media ecological environment. Then, on the basis of journalism theory and communication theory, using methods of the case analysis, content analysis, do quantitative and qualitative analysis of the text of Six Weekly, then sum up the advantages, disadvantages, gain and loss of Six Weekly. The results of the study showed:In the aspect of layout, Six Weekly strengthened the "readable" function in the aid of plate; Design elements revealed the "logo" function, Pictures and title highlighted the "attraction" function. In the aspects of text, Six Weekly transformed from the news reports to the cultural and historic reports; Enhancing the readability by using in-depth reports; Increasing interest in the style of entertainment; Deepening the service function with the story which is adapted to the market and life.Then, based on brand theory and SWOT method, analyzed that Six Weekly has brand advantage, resource advantage, and traditional advantage as for being sports newspaper. The developments of gymnastics industry, the improvement of the urban and rural civilization, the attribute of weekly of Six Weekly are its development opportunity. But if taking no account of using new media to interact with audience, strengthening management, improving business model, Six Weekly will lost competitiveness.This thesis discusses Six Weekly how to use the medium brand of China Sports Daily to develop and reform, participate in the market through multiple Restricting power, namely, positioning clearly, innovating concept, forming unique style of newspaper, serving the general audience genuinely. The point of view of this thesis is, if sports party newspaper advance with the times, foster strengths and circumvent weaknesses, innovate concept, improve the distribution. It can be comparable with professional sports newspaper and sports page on comprehensive sports newspaper, and win its own place in the fierce market competition.