Chinese Equestrian Sport Vertical Media Platform Present Situation And Development Research

With the STATE COUNCIL promulgating the Several Opinions of the State Council on Accelerating the Development of the Sports Industry to Promote Sports Consumption(No.46 [2014]),under the background of the era of "Internet + sports",the sports industry,including the sports media industry,becomes the new favorite of the capital market.And the vertical media has become the future development trend of sports media industry.With expectations of the future development of sports media,the author started this topic and did some research combined with internship experience.The research chose cchorse.com as the main research object,based on the theory of mass-decentralized transmission,and in order to provide some suggestions for the future development of sports vertical media in China.Since the establishment of the cchorse.com,it has built three-terminal platforms rapidly,including network platform,mobile APP and We Chat public account.cchorse.com received highly recognition of the industry and audiences through the authoritative and professional tournament coverage and equestrian events broadcast,quickly set a foothold in the de-commoditize sport and attracted a large number of loyal users.Main conclusions: cchorse.com uses diversified multi-media communication methods and unique,novel perspective in disseminating reports,focuses on interaction communication with users by organizing a large number of offline activities,pays attention to the development of APP including collecting user feedback actively and updating timely.To build a perfect equestrian vertical media platform,they should spread omnibearing equestrian information and provide full range of services,use variety modes of transmission and focus on the development of video resources,adopt a unique perspective of communication and make innovations in content,pay attention to service users and enrich offline activities,base on high-quality content and make layout of electronic business platform,and regard mobility as the main direction of development.The author hopes to study and analyze the sports vertical media in our country by taking the cchorse.com as an example.This paper provides some beneficial references and insights for sports vertical media professionals,and also provides some viewpoints for others who are interested in sports vertical media.