湖南省体育传媒业SWOT分析及可持续发展路径选择SWOT Analysis of Hunan Province Sports Media Industry and Sustainable Development Path Selection

杨 锋，廖勇胜，黄小菊，张 丹，马 定YANG Feng, LIAO Yongsheng, HUANG Xiaoju, et al



湖南省体育传媒业SWOT分析及可持续发展路径选择
SWOT Analysis of Hunan Province Sports Media Industry and Sustainable Development Path Selection

杨 锋，廖勇胜，黄小菊，张 丹，马 定
YANG Feng, LIAO Yongsheng, HUANG Xiaoju, et al

摘 要：体育传媒业是体育产业和大众传媒业相互碰撞、融合的产物。受制约于政治、经济、社会、文化的发展，同时又反作用于政治、经济、社会、文化，所以它不仅代表一个地区的体育产业发展，同样也反映着一个地区的整体社会经济实力。近年来湖南体育传媒业发展迅速，但并非已经达到极致，还存在很多问题需要解决，运用文献资料法、网络调查法、数理统计法、逻辑分析法等研究方法，从湖南体育传媒业发展现状入手，指出全球化背景下体育传媒发展趋势，梳理湖南体育传媒优势与弱点，面临的机遇与挑战，并在此基础上提出了湖南体育传媒可持续发展路径选择。

关键词：湖南省；体育传媒；SWOT分析；路径选择

作者单位：湖南文理学院体育学院，湖南 常德，415000。Institute of P.E., Hunan University of Arts and Science, Changde Hunan, 415000, China.

Abstract:Sports media industry is the sports industry and the media industry collide product integration. Are subject to political, economic, social and cultural development, while reaction to the political, economic, social, cultural, it represents not only the development of sports industry in a region, also reflects the overall social and economic strength of a region. In recent years, the rapid development of Hunan sports media industry, but not have reached the extreme, there are still many problems to be solved, this paper, literature, web-based survey, mathematical statistics, logical analysis and other research methods, from Hunan sports media industry development status paper points out the development trend of sports media context of globalization, a sort Hunan Sports Media strengths and weaknesses, opportunities and challenges, and based on this proposed Hunan Sports Media sustainable development Path.

Key words:Hunan province; Sports media; SWOT analysis; Path selection

体育传媒产业是体育文化产业与大众传媒产业碰撞与融合的产物。在经历了体育职业化、商业化，体育产业市场化、现代化、综合化快速发展，体育传媒业俨然己成为了体育文化产业的支柱力量[1]。在构建湖南低碳环保产业体系中，体育传媒业必将贡献出相当大一块份额，而且它在促进湖南政治、经济、社会发展方面也将发挥越来越大的作用。从总体体育传媒生存背景来看，湖南的体育传媒生存环境面临着新媒介不断涌现、体育媒介竞争细微化、国内各传媒集团不断壮大、业外资本寻机注入、境外传媒大亨觊觎中国体育传媒市场、传媒体制改革日见雏形等等巨大挑战。……