A Comparative Study On The Construction Of Sports Brand Between Sina Sports And Tencent Sports

With the arrival of the mobile Internet era,new media communication means emerge in endlessly.New media constantly diverts and devours the reader market and advertising share of traditional media.The audience's reading habits become "personalized","socialized","mobile" and "fragmentation".The products of the media must be able to occupy the market through market competition,and add the concept of brand to the media field so as to achieve the purpose of media competitiveness.When the sports news communication enters the network age,the competition between the sports portal website becomes particularly fierce,the development and innovation of the sports portal website also meet the unprecedented challenge and opportunity.With the help of Lasswell's "5W" communication model,this study selects two representative sports portals-Sina Sports and Tencent Sports,from the main body of communication and the object of communication.The communication channel,content and effect are compared and analyzed,and the brand communication strategies of Sina Sports and Tencent Sports are deeply analyzed.According to the relevant research conclusions of comparative analysis,from evading the means of homogeneity of communication,strengthening the consciousness of dynamic communication,using large data technology to optimize the effect of communication and reclaiming "attention" as the starting point and destination.In order to explore the strategy of brand communication and development of sports portal,this paper puts forward some suggestions on brand communication strategy of sports portal.