| With the economic and social development and progress, people's living standard and quality will be improved continuously, at the same time, people have more leisure time. In this context, people are increasingly concerned about their own development, concern for the rich content and quality. Sports as a social and cultural phenomenon, its value, function and role are more and more people will recognize and attention. To this end, sports is a "physical education" function-based or "entertainment" function mainly caused widespread concern in academic circles.The subject of the first lock of sports entertainment development path, and use interactive media development field and the vision of sports entertainment, sports entertainment, will be placed under the context of pan-media field trips and rational interpretation, and thus the theoretical point of view of sports the evolution of entertainment analysis and development of the phenomenon of discrimination, that position-that is, non-sports entertainment and a betrayal of the spirit of sports, and it is the nature of the return of sports to clarify the vague awareness of this issue. Secondly, the sports entertainment in accordance with the "generation" perspective to inspect, the sports entertainment in recent decades of rapid development, has quickly with international practice, sports entertainment network has been driven by media shows significant new features:the new sports values, new sports figure, a new sports culture. Finally, confirmation of this subject in school management, based on further by Hunan Satellite TV "national sport ceremony", sports stars cross-border development, sports and other sports entertainment brand marketing case study, the research will be sports entertainment to the measures by the concept-based model development strategies from theory-based model to promote.The topic on the current pan-media field in China's sports entertainment phenomenon of the panorama, reaching the following conclusions:Sports itself in modern society has been the focus of its functions, "Physical Education" to "entertainment", this is the public sports, the ultimate national sports development; development of the Internet, to the development of sports entertainment has brought a new revolution, a powerful media entertainment network to sports entertainment irreversible in-depth development; sports entertainment through the medium of communication, has been values on public sports has had a profound impact, becoming loved by the public leisure entertainment; with the depth of sports and entertainment development, making school sports and traditional sports of the reform is urgent, but also for the way the two specified the direction of development; in the media on the development of sports and entertainment, while a strong influence, the nature of sport that has spread around the media are the development direction of the media, entertainment, and sports a medium of the common pursuit; in Sport and Recreation Development on the road, the sports authorities should break the "System" of ideological restraints, the player management system, brand operations, mining and other aspects of commercial value, establish a more sound management mechanism and laws and regulations, and great efforts to train the relevant management personnel.
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