| China’s television from on80time begin the century will NBA the introductionof China, from the play snippets to taped to live, NBA has possession of CCTV andlocal Taiwan amount of broadcast time, in addition to related sports policy, NBA stareffect and basketball itself generated energy also led to the sport of basketball the keythat develops quickly. Because NBA rapid development in our country, its drive therelevant industry media industry, the rapid development of basketball business journal.Especially in the last twenty years, our country basketball players have joined theNBA, such as Yao Ming, Wang Zhizhi, Yi Jianlian, led to more teenagers concernedNBA, focus on basketball, long form they desire more for basketball related to thedepth of coverage, demand has the market," contention of a hundred schools ofthought, all flowers bloom together." special coverage of basketball basketballbusiness the background of the times in succession start publication of journals. So farin the network and the television and of foreign publications" invasion" under the dualimpacts, many commercial basketball journals still received the majority ofadolescents favor continuously, their circulation has been in mass sports periodicals inthe first place, become the mass sports periodicals in the process of development of aflower, conspicuous.Current our country has a dozen basketball business journals, for sports journal,special coverage of single item of journals, has ten is very rare, and the basketballbusiness journals both in kind or in issue number on top. But this kind of phenomenonis home, and the developed countries are relatively mature business in domesticcommercial basketball basketball journals, periodicals, short. But there are always twosides to everything, from another perspective this gap also shows our countrybasketball journal business still has vast development space. We therefore acomprehensive look at our country basketball business journals according to" nationalcondition" the introduction of western mature commercial basketball periodicalpublishing experience, timely adjustment of the strategy, achieve the commercialbasketball for the sustainable development of journals. This thesis includes six parts:the third chapter is mainly through the principle of statistics, the basketball businessjournal publication time, geographical distribution, sends print cycle are analyzed, thebasic law and find out the existing problems: The1China commercial basketball periodical development depend on NBA,CBA development, especially the development of NBA.The2China commercial basketball development of periodicals distribution toset economic, cultural, political development as the center of Beijing to SouthernChina, central China, northwest, northeast radiation, and the headquarters for thecapital city, explained our country basketball Business Journals Based on theeconomy led to its development is not balanced.3although our country from planned economy to market economy transitionhas a history of over thirty years, but for commercial basketball journal depends onthe government is still the main support.Fast food4times timeliness is important, but the commercial basketball journalsto monthly reporting, the consumer to the reader is the depth of coverage.The fourth chapter based on the marketing management, combining thecommunication, through content analysis and case analysis, logic analysis and so onbasketball specialty sports periodicals were analyzed. Through the4P strategyanalysis on Chinese commercial basketball periodical product strategy, distributionstrategy selection, pricing strategy, promotion strategy to determine ways to have acomprehensive understanding, in order to sports periodicals business advantage tohave a general understanding of.The fifth chapter through the logical induction, summary gives our countrybasketball popular periodical problems:1homogenization in basketball business journals in severe deficiencysyndrome;2lack of comprehensive talent;3China Basketball Business Journal" two"sales approach is not smooth;4China Basketball Business Journals of high cost;5TV,network brings the readers attention transfer;6the globalization brings the crisis.The sixth chapter through the literature material law, logical induction onChina’s commercial basketball periodical development countermeasure anddevelopment trends described. Conclusion: our country basketball Business Journalproblems put forward the following countermeasures:1strictly employ manuscriptquality;2improve the jobholders threshold;3commercial basketball periodical sales"diversity";4broaden the basketball business periodical market, the implementation ofdiversified media marketing; the trend of its development:1commercial basketballperiodical group2basketball business journals; regional;3commercial basketballperiodical market;4to issue a plurality of channels;5sales of the plurality of channelsare described in detail. Based on the theory of representations of our commercial basketball journaldevelopment bottle neck problem, hope can give our country business journal in thedevelopment of basketball plays a guiding role, can make our country other sportsproject journals in the development and growth to our country commercial basketballjournal development of long, avoid our commercial basketball magazine developmentof short, rapid development. |
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