A Research On Attention-attracting Strategies Of The Sole Event Copyright Of Sports Websites

This thesis studies the attention-attracting strategies of the sole event copyright of sports websites by combining the related theories and case analysis.Market competition among sports websites is fierce because there are numerous sports websites in China.So how to be an outstanding sports website becomes a problem to be solved urgently.Based on the study on the theory of "Attention Economy" in Media economics,combined with the theory of "Market Competition" i n micro-economics and the theory "Use and Satisfaction" in communication,the thesis first presents the problem of abnormal forms of sports news resulted from pursuing the audience's attention.Then the thesis explores the causes which result in such a problem from the viewpoint of market competition.And the causes are low loyalty of the audience and high homogenization of the content,which proves that it is necessary to use molopolistic strategy of event copyrights of the sports websites.The thesis further explores the practicability of using the sole event copyright to absorb audience's attention by studying such aspects as the strategies of differentiated competition,the sports industry prospect,the sense of netize n paying what they watch,scientific and technological level.Taking the NBA sports channel of Tencent as the studying object,the thesis the n studies the attention-attracting strategies of the sole event copyright.And the strategies are depending on live telecast of the sole event and sole news of sports to obtain its attention;enriching the connotation in sports website to foster the loyalty of its audience,and developing the market of pan-sports audience to enlarge the attention range.The thesis explores the effect of the strategies b y doing some research in the increase of Internet data and advertising advantage.By analyzing the existing problems which include the unitary mode of payment,the insufficiency of commentators and their ability,and the piracy scattering the audience's attention,the thesis finally makes some suggestions for promotion.And the findings can be some kind of theoretical and practical reference for the other sports websites to solve the problem of how to attract more audience.