| As the industry and technology are evolving,the ongoing debate on media innovation in the academia and practice in the industry.What can be observed is that most of the current academic and industry discussion on innovation in online sports media is focused on improving or changing the production and distribution of content,which is a continuous innovation.However,some scholars have started to call for the development dilemma faced by online sports media to be explored from the perspective of disruptive innovation as well.Sina Sports has been facing difficulties in its development since it lost the rights to broadcast major sports events,which were the core resource for the development of online sports media,around the time of the announcement of "Document No.46" in2014.However,Sina launched the "3x3 Basketball Golden League" and launched a series of events from 2015,thus embarking on the path of operating its own rights.Based on the theory of disruptive innovation and from the perspective of disruptive media innovation,this thesis explores the motivating factors possessed by Chinese online sports media for disruptive innovation.Using Sina’s founding of the Golden League as a case study,it explores the connotation of Sina’s sports innovation development and the development path of disruptive innovation in China’s online sports media through literature,field research and interview methods.The study found that China’s online sports media currently have opportunities for disruptive innovation under the influence of intertwined policies,technologies,markets,and their own attributes.Sina Sports integrates resources based on its own brand and carries out business model innovation in the field of disruptive innovation.Although it has solved the development dilemma of Sina Sports to a certain extent,it has been unbound from the high-priced copyright market.However,there are also still some issues exist such as loss of media nature and unbalanced development,doubts about the professionalism of event operation and room for growth.Therefore,the author believes that Sina Sports should balance the ability to respond to the media while improving the holding the event,and further promote the complementarity of resources.Regarding the general direction of the disruptive innovation,sports medias in China should pay attention to the audience’s entertainment,social networking and customized content needs based on the Internet logic,and explore the remaining market via that,link other industries,and focus on the importance to the creation of O2 O platform,which can be online to offline or offline to online. |
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