A Study On The Influence Of The Television Media In The Network Age Upon The Marketization Of China's Ping-pong Sport

The sport of ping-pong is China's national sport. Comparing to the significant accomplishment and magnificent glory that it has achieved, its marketing exploitation and manipulation are still on the stage of trying and exploring. In the network age, the television media is the combination and integration of television and Internet, showing the most virtual, extensive and speedy power of transmission, which will exert a profound influence upon the marketization of China's ping-pong sport. Through literature review, case analysis, comparative study, etc, this thesis has probed into the influence of the television media in the network age upon the marketization of China's ping-pong sport. The basic target of this research is to promote the marketization of the ping-pong sport of China, and to urge the world-wide prevalence of the sport.This research reckons that in this new era the ping-pong sport has to continue its marketization in order to maintain its sustainable development. Based upon the specific conditions of China, in this network and information age, the television media is still the most powerful media. The association of the television media and the ping-pong industry will be beneficial to the both and will boost the favorable prosperity of the both.Through the analysis of the historical process and the present status of the maketization of China's ping-pong sport, the thesis has discussed the interaction between the marketization of ping-pong and the television media, discovering that in the interaction of the two, the television media has boosted the reform of the ping-pong sport including its equipments, dressing, competing rules, and etc, which has improved its visual quality and suitability, has transferred this traditional sport into a more recreational one, and has drawn a larger population to participate in this sport, all of which help to activate the market of recreational consumption.The research reckons that the major approaches by the video media to promote the marketization of the ping-pong sport include: the TV news reports, the relay broadcasting of the games, TV advertisements, TV video teaching, TV column, brief TV publicizing films, and etc.The influence of the video media upon the marketization of the ping-pong sport covers both the positive and the negative. Its positive influence mainly includes: firstly, the social benefit, namely it can speed up the transmission of the ping-pong culture and the relevant tactics, enlarge the audience, diversify the education of the professional ping-pong athletes in the sports academies, etc; secondly, the economic benefit, which is shown as the promotion of the marketization of the trasmissive permission, attracting sports sponsors and advertisements, the exploitation of the commercial value of the athletes, and the development of the potential consumptive market of the sport event; thirdly, the promotion of the development and improvement of the marketization of the ping-pong sport. However, the negative effects can be mainly listed as follows: the dissemination of the ill-natured sources, aiming to create the entertaining atmosphere, turns it from recreational into"vulgar"; the exaggeration of the sports star effect; the overflow of feigned news; the irritation of the social public pressure, etc. China has already possessed various advantages in the sports event of ping-pong, such as the sophisticated technical sources, the first-rank athletes, the profound prevalence, etc, all of which lead to the fundamental conditions for maketization and professionization. Based on research and analysis, the thesis has proposed the countermeasures specifically directed to the present status of the marketization of ping-pong, which can be listed as follows: firstly, to make the sports event of ping-pong more brilliant and accelerate the development of the ping-pong matches by the following five aspects: a better decoration of the super ping-pong matches, to cultivate matches of high quality and fame and to promote the super ping-pong league matches, to steadily develop the international market, to encourage the"overseas corps"to further fulfill the role of an"external missionary", and to cultivate the ping-pong superstars; secondly, to popularize the common matches for the mass, boosting the body-building of the whole population and the exploitation of the market of recreational consumption; thirdly, to cultivate the ping-pong television programs with high quality and fame, making the TV publicizing of the ping-pong sport more meaningful; fourthly, to enhance the cultivation of comprehensive elites who are accomplished in the ping-pong sport, with the purpose to better serve the promotion of its marketization.