SWOT Analysis Of The "Wulin Wind" Column In The Context Of New Media

In 2004,WLF(Wu Lin Feng)began to broadcast on Henan TV and turned out to be the first kickboxing program on TV in China.And this mode opened a new chapter of Chinese fighting events.WLF's appearance coincides with the implementation of the "cultural province" strategy in Henan.Unique resources and Policy Support,bringing together urge WLF to be the brand model of Chinese Wushu.The success of WLF,not only lead the development of China's fight,but bring forth new ideas to spread the Chinese martial arts and make an important contribution to Chinese Wushu's spreading.In recent years,more and more Fight programs began to broadcast.WLF's dominant position is threatened by great competition pressure.On its way to be an international brand,WLF is still in its infancy.There is not a small gap between economic benefit and influence between WLF and international influential match such as K-1?UFC and WWE.Under the background of new media,there are more and more channels to watch sports programs.It is no longer limited to fixed pattern by watching TV.Their watching time and place is more flexible.In addition,the new media channels have rich content and fast propagation,which is more consistent with the audience's pursue of individuation and humanization.In this case,WLF need to adjust their mentality positively.To provide the audience a better viewing experience,WLF can use mobile phone,Internet and other new communications tools.This paper uses SWOT analysis to analyze WLF's advantages,disadvantages,opportunities and threats in the new media background.Its advantages are profound humanistic connotation,frequent international exchanges,star fighters,innovation ability;the disadvantage is talent loss;the opportunities are brought by new media channels,local resources,government support,expanding sports consumption market;the threats are brought by emerging wrestling events,the needs of the audience,the weak economic foundation,the poor media environment.Based on the above analysis,this paper further analyzes the motivation of the audience through the Use and Satisfaction;combines with the characteristics of new media,then gives suggestions for WLF's development.The suggestions include enhancing the credibility of the column,optimizing the game design,increasing the atmosphere of the game,grasping the national policy,Integrating channels of communication,developing Moderator ' s influence,broadening business field,seeking cooperation with the domestic similar events,improving employee's incentive mechanism,developing star fighters and so on.