| Mass media, which inherently conduct the role of communication, it has significant influence in sports events. In June 2004, considering the increasing amount of registered media and the raising concern of Beijing Olympic Games, BOCOG(Beijing Organizing Committee of Olympic Games) had established media operation department. Based on the contract terms of the host country, the specific requirements of Media Technique Guide of IOCOG(International Organizing Committee of Olympic Games), BOCOG also generated its own media scheme for Beijing Olympic Games. The smooth scheme and successful operation of Beijing Olympic Games enable media services becoming a necessary part of mega events. Afterwards, the conception of media services has been spread in domestic sports organizations and media groups. Also, the success of Asian Games in Guangzhou drove media services in China to a new stage.In the most famous sports leagues, CBA(China Basketball Association) is one of the top basketball league matches. It currently has 20 teams participating in the match and it would involve more teams joining the tournament. CBA has high reputation, wide coverage, numerous supporters and the most public attention. It has also generated quite a few famous basketball players. In Guang Dong province, the media services of Foshan Dragon Basketball team is set upon the international standards and has received positive feedback from journalists, while Dongguan New Century Team just started media services in the past few years, still remains the potential to be grown. Besides, Dongguan bank team lags behind at the moment. This thesis has presented the situation analysis, current affair and developing strategies of media services of aforementioned three basketball teams.The article has described the conception of media services in detail therefore reinforce the practicability of media services in CBA. There is the point that media would be considered as customer to be served. Sports organizations provide both visible products and invisible service for media groups. Offering convenience and creating preferable working conditions are the purpose of media service. The quality of media services would place a decisive impact on the result of media coverage. Meanwhile, the management of service operation has the direct effect on the success and feedback judged by journalists and general public.This paper has been illustrated by the conceptions and viewpoints from journalism and mass communication. It has also applied comparison studying, case studying and primary research etc. which are jointed with the analysis from public relation and organizational behavior. The report focuses on four aspects; firstly, the background of service industry generation and the developing situation of media service of CBA; secondly, the comparison of 3 Basketball Clubs in terms of physical conditions, information consulting and human resource; thirdly, it briefly mentioned the major obstacles faced in the media service work and relevant suggestions, lastly, the basic model and developing trend of CBA media service have been discussed in the last part.The innovation of the report is represented into 3 aspects. Firstly, the research has compared the media service of 3 Basketball clubs of the same province but presented in 3 developing stages; secondly, the paper has pointed the importance of media serviced; lastly, it has discussed the basic model media services of CBA, such as the practical demand of physical facilities for different types of media, the consistency and accuracy of news and information delivery as well as the expertise of human resource arrangement.From the article,because media playing an important effect in the match,and good media relationship is beneficial to the publicity and development of CBA teams,media service become an integral part of the CBA club’s work.The overall trend is the professional team model is more popular,The application of the new social media such as We Chat is more widely used,and the level of study is well used by drawing lessions from domestic and international study in media service work. |
PDF Full Text Request