| "The great matches is always crucial, if you win, you can get superiorities, if you lose it, you will deplete vigor."This is the view that the chief editor Qu Youyuan of Sports Weekly always insists. In his opinion, during the time of sports matches, on which so many people focus, a little mistake on the report may affects the circulation and audience rating directly.But the great match comes after several years, so it is not the normal report in the sports reports.In the year 2004, there are too many matches, such as the European cup and Olympics games, so sports report paid a lot of attentions. Even though, take the Chengdu Commercial Newspaper for example, the time of the reports on kinds of matches just lasts about 100 days. According to the whole year, 365 days, considering the factor of enlarging the section, reports on great matches take 40.00% in all of the sports reports in that year. So, half of the sports reports are normal reports.The year of 2005 is the low season of sports games. There aren't the games like Olympics games and Asian games. All the days of the sports banquets are 20; the quantity of reports on the great match can't exceeds 10% during all the sports reports. At one time, because some conflict had broken out in October 2004, the Chinese Super League and the Chinese League, which could be the substituteduring the low season of the sports games, lose its attraction. In 25lh October 2004, CCTV and Sports Weekly together did a survey, 70% interviewees say, they won't watch the Super League.The data shows, this low season is a special time, for the sports media; especially for sports sections on city newspapers, it is a crisis.Researchers on business thinks, management and development of all the corporations can't always go successful. The changes of environments, in which corporations exist; and the outbursts, may cause the crisis. This crisis may affect the managements of the corporations badly, even intimidates the survival of the corporations. If the corporations take good measures, they can settle the crisis, and make it turn into a good thing. So corporations must think much of how to deal with crisis.The competitions has low season, also has the midseason, that's the fact. Every newspaper must face on it. The key to solve the illogicality needs to adjust thoughts, set down strategies, make the reports in orderly ways, provide interesting news to readers, and release the pressure, which opponents bring in.How to do this, is the sigh of a maturation sports section on a city newspaper. Also it is the focus, that writer concerns very much.Of cause, it is hard to recount all the newspapers in China. In order to research deeply, writer chooses Chengdu Commercial Newspaper as the sample, whose circulation gets the first place in Chengdu.This paper dissertates that, how did this newspaper make out and execute strategies during the low season. At last, gets a conclusion that, the sports sections on city newspapers must change their thoughts, find new report fields and new ways to report, compete with opponents by other ways, in order to get through the crisis successfully, take up more market share.
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