The Stratagem Of The Excellence Of Chinese Sports Newspaper

There are more and more chances and challenges in media of sports newspaper, as the market of sports media becomes more and more mature. Now the consciousness of sports newspaper excellence appears in this new age.Excellent newspaper of sport is a high quality working. It must be advanced and minded in longitude and particular in latitude. A good newspaper must have bright sense of the times, particular feature, attractive content and high market shareSports newspaper should have excellent news to get alive, improve and have more and more reader. The important of excellent news is to improve the whole quality of newspaper, get good diffusion, and human resource training.Since"China Sports Daily"was broken ground in 1958, newspaper, as important sports media, has had many outstanding achievements during the process of excellence building. There are mainly three points of these achievements. Firstly, the quality of sports news working is greatly improved. Secondly, many excellent workings, which are accepted by readers, appear. And thirdly, many representative journalists are growing up. At the same time, the consciousness of sports newspaper excellence becomes more and more important in people's mind. Especially, those columns are glaring and those outstanding middle-aged and young journalists are good at work, have smart ideas and have enough passion in innovation. But there are also have many shortcomings. Because the commercialization and entertainment and"the crispness"of sports news, some editors don't try for the best. The research of theory and operation in sports news can not keep up with the new age, so there is little theoretical direction to the excellence of sports news. Some news is too entertaining to speak or act on hearsay evidence. There are too many superficial assumptions because of little professional knowledge in criticism. And there are many misunderstandings in the form of reports, etc. These are the problems that must be solved.The aim of this paper is to discuss the stratagem of the excellence of Chinese sports newspaper. The research methods are deep diagnoses about Chinese sports newspaper and comparison among"Titan Sports","Oriental Sports Daily"and "China Sports Daily".The stratagem of the excellence of Chinese sports newspaper is a system. Firstly, the consciousness of sports newspaper excellence must be built. Secondly those works about plan, news gathers and edit must be completed perfectly. Thirdly a high quality news team should be built. Lastly, there must be good incentive mechanism and manage system.