| Sports, as a form of "soft power" which enhances a nation’s international status, has become increasingly essential in the worldwide. In America, particularly, sports industry has already become a mainstay in American economy. In2010, revenue derived from sports industry in America has reached414billion dollars. Moreover, sports competition is the core of sports industry, and NBA (the national basketball association) has made great success, even in China. Besides the top-level competitions composed of the best teams, NBA provides fans with an excellent spiritual experience.The official website is the most authorized tunnel for people to get the first-hand news. And the official website of NBA, as one of the most important information window, has contributed to the success of brand-building. In this study, the author conducts a comprehensive research and analysis on the Chinese and English official website of NBA, mainly basing on literature, case analysis and statistics, etc., and concludes the following:(1) the content of the official websites can be divided into five categories, namely, competition, interaction, service, brand publicity, and business cooperation information;(2) the first two categories mentioned above are the main content of the website;(3) NBA attaches great importance to the brand building, for instance, besides the information of competitions, the Chinese site constructs a channel called "getting close to NBA" to advertise itself as a brandname;(4) it pays attention to the use of social networking, such as Chineses Weibo and twitter.The hints taken from the dissemiation ways used by English official site of NBA can be concluded as follows:(1) deepen the level of information dissemination, more specifically, divide it into3levels: the information of competition, commentary, and interaction. Because a more senior fan would require for more than mere information about the competition, but they would like to comment, discuss and share what they know with others;(2) focus on the use of a variety of network communication symbols, such as language symbols, image symbols, animation symbols, audio symbols, and video symbols;(3) increase the authority of the information and make the ways in which people accept it more interesting;(4) attach more importance to the construction of the search bar and the setting of key words. The absence of the search bar would take the audience more strength to reach the information they need, which does harm to the loyalty of the audience;(5) focus on the integration of the dissemination tunnels, and the use of new media. The combination of the existing competition products and the burgeoning Internet media would lengthen the life span of the products, and increase its added value,(6) pay more attention to the provision of service to extend the value of mere competition;(7) decrease the possibility of separation of audience because of economic benefits. In the NBA Chinese official website, there are two official Weibo site link, which will make it more difficult for the audience to choose between the two. |
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