The Study On Shanghai Oriental Sports Daily's Reform And Development

May 18,2002, with The Chinese men's soccer attended the World Cup, and the nice circumstance in Shanghai sports media, Oriental Sports Daily came into the world formally. At the first years, it once played a leading role in professional sports newspapers. however, as some other provinces' or cities' media entering, the compete is increasingly fierce, especially with the Chinese economy system's transition and transform of social structure, the situation of Chinese sporting media has met a great change. the sports marketization brings up some strong media like The Sporting Week, and also eliminated a number of weak media.And at this time,the Oriental Sports Daily has fell behind. These years,the inrush of new media represented by the Internet has caused great pressure to traditional media.to survive,any medium need to constantly adapt to changing times. in this case, Oriental Sports Daily has made a great reform to itself between 2008 and 2010 just for survive and develop.Through the use of literature, content analysis and interview survey, the first of the "Oriental Sports Daily" carries on a detailed analysis, followed by the "Oriental Sports Daily" from late 2008 to early 2010 were to explore the three reform on paper the problems before and after the reform sort out and analyze, through personal investigation and interviews with experts on the "Oriental Sports Daily," the reform and revision in-depth comments, summarized that "Oriental Sports Daily," three times the success or failure of reform, and finally identify the "Oriental Sports Daily," there are still problems at this stage, based on professional sports newspaper in our country is facing new changes in the market, the corresponding solutions to this problem. And hope for our sports newspaper in a highly competitive media environment in the survival and development of the constructive views are presented for reference. Proposed by the author of "Oriental Sports Daily," The Development of the following:(1)strengthen the newspaper's human resources management.(2)pay more attention to the reform research.(3)active exploration of the newspaper's network and mobile client profit mode.(4)coopration with the portal site content or copyright sales, search for new economic growth point.(5)Strive to become the major sports media events co-operation, accelerate the development of itself.(6) Differences in the implementation of sports newspaper content strategy.