Research On Tencent's Football Reporting Strategy From The Perspective Of Usage And Satisfaction Theory

With the support of a series of national policies and the huge investment of local groups,the football atmosphere in China has revived.The Chinese Football Professional Super League(hereinafter referred to as the Chinese Super League)has attracted more and more attention at home and abroad,together with the five European professional leagues: the English Football Super League(hereinafter referred to as the English Premier League),the Spanish Football League A(hereinafter referred to as the Spanish Football League),the Italian Football League A(hereinafter referred to as the Italian League),the French Football League A(hereinafter Football League A(hereinafter referred to as the Bundesliga)itself has a huge fan group,and the demand for football news coverage in China has also increased.Therefore,in the academic field,news coverage of football,the largest sport in the world,has become an important research direction.With the continuous improvement of Internet technology,the unique advantages of professional sports websites have gradually emerged.Tencent Sports has rapidly become a leader in the domestic sports media with the strong background advantage of Tencent.Tencent football has also become one of the main ways for football fans to get news reports.From the perspective of the classical theory of communication "use and satisfaction",this paper uses the methods of literature,case analysis and comparative analysis to analyze the demand satisfaction of Tencent football report audience.From the aspects of both sides of communication,content,media technology and channels of communication,this paper points out that Tencent's football reporting strategies are characterized by prominent copyright problems,low user loyalty,low professional literacy of football reporting practitioners,complex audience needs,uneven quality,homogeneity and serious entertainment culture,lack of humanistic care,inadequate sports economic reporting,inaccurate reporting content and soft pornography.Edge ball,inadequate technical support for short video,imperfect push customization algorithm,user communication and sharing mechanism can not meet the audience's psychological expectations,subject to the audience's use behavior habits and single channel of transmission,platform resources are wasted and so on.In view of the above problems,Tencent football report should be improved in the following aspects: at the level of both sides,digging football high-quality copyright resources,fine operation;user production content,improve user loyalty;meet the needs of different fan groups,improve the quality of both sides.In terms of communication content,we should create brand columns,strengthen in-depth reports and economic news reports,restrain pan-entertainment and improve the media literacy of practitioners,adhere to the principle of authenticity,and improve the social monitoring system of sports media.At the media technology level,we should improve our own communication chain and industry chain,strengthen external cooperation,use short video for viral transmission,and optimize the algorithm to achieve accurate push and visualized data reporting.At the level of communication channels,we should optimize traditional channels and diversify content distribution;pay attention to layout design and constantly meet users' behavior habits;and use Tencent social matrix to tap deep consumption potential.Tencent football can stand in the football news reporting industry better and last forever only by doing this.