Sina Sports Rio Olympic Report Strategy Research

Starting from Sydney Olympic Games in 2000, China's network media formally participate in the Olympic media campaign. Now, 16 years later, with the rapid development of network technology and the further relaxed environment of Olympic Games reports, media war in the Rio Olympic has become more intense and exciting. As a veteran of the four Olympic Games, Sina Sports' performance in the Rio campaign is still outstanding. During the Olympic Games, Sina's Olympic sports report page exposure reached 12 billion, of which mobile exposure contribution rate of 70%, and comments totally reached 1.07 billion, the Olympic topic hosted by the official micro-blog of Sina Sports also amount to as high as 17.2 billion. The reason, in addition to its own strong strength is also closely related to its reporting strategy.In the event of major sports events, especially in the Olympic Games coverage, the media will do some advance planning. But the plan isn't immutable and frozen, it will change for two reasons. On the one hand, the specific reporting needs to adapt to the dynamic change of the Olympic Games, on the other hand, according to the opponents' behavior, the media also need to change the original reporting strategy. Therefore, it's necessary to study the strategy of Sina sports Olympic coverage from the perspective of dynamic competition.This paper is divided into five parts. Based on the analytical framework of dynamic competition theory, the chapter 1 analyzes the competitive environment of Sina sports from two aspects of macro and industry. Since the competition usually occurs between two or more subjects,it's necessary to determine the target competitors of Sina sports in the second chapter. The chapter 3 is the focus of this article. From the perspective of dynamic competition, this paper studies the related reports of Sina sports in three periods: before, during and after the game. To further understanding the Sina sports Olympic coverage strategy,the paper also mostly analyzes the different reports of Sina sports and competitors in three periods with specific cases in this part.The next chapter is from the competition effect reflects the Sina sports strategy. Last but not least,the paper analyzes and summarizes the deficiencies and highlights of Sina sports Olympic coverage strategy in the fifth chapter to find the problems and improvement direction of new media in strategy.