全媒体语境下我国体育媒体发展的SWOT分析--以全球化为视角

摘要

Using the methods of literature data and SWOT analysis to analysis Chinese sports media development by the following four perspectives which are external opportunities, external threats, internal strengths, and internal weaknesses. Further to propose the development strategies in four areas:rely on internal strengths and taking advantage of external opportunities(SO strategy), take advantage of external opportunities to overcome internal weaknesses (WO strategy), rely on internal strengths and avoid external threats (ST strategy), overcome internal weaknesses and avoid external threats (WT Strategies),in order to provide a theoretical basis and practical guidance about the development of Chinese sports media.%运用文献资料法、SWOT分析法对全媒体语境下我国体育媒体发展的外部机遇、外在威胁、内部优势、内部劣势进行分析，并从依靠内部优势利用外部机会(SO策略)、利用外部机会克服内部劣势(WO策略)、依靠内部优势回避外部威胁(ST策略)、克服内部劣势回避外部威胁(WT策略)四方面提出发展策略，以期为我国体育媒体事业的发展提供理论依据和实践指导。