Research On The New Media Communication Strategies About The Men’s National Basketball League

On the 19th National Congress of the Communist Party of China,General Secretary Xi has mentioned that the main social contradiction has changed into the contradiction between the need of people’s desire of beautiful life and the insufficiency development of the society.With the development of our economy,and the improvement of people’s income,more and more people pay attention to the spiritual area and the leisure games area,the need of sport is also got an increase.Basketball,as one of the most popular sports in China,it’s professional systems got a great improvement and promotion.Men’s National Basketball League,is one of the professional basketball games under the lead of the Chinese Basketball Association.It is also the only one professional basketball game played in summer.From the day that NBL set up,it has been sixteen years passed.NBL reformed several times: the Chinese Basketball Association canceled the Promotion Relegation,established the Access System,and implemented the Separation of management and running principle.But NBL does not get a better promotion and transmission.With the development of Internet,New Media has changed the current situation,NBL got a better chance to promote itself.This research expected to help NBL improved it’s new media communication strategies through current imperfection strategies.Meanwhile,it also expected to provide an example of sports communication through new media for other minority sports.With the guidance of Sports Communication Theory and The Long Tail Theory,this paper using the methods of the content analysis,the case analysis,the expert’s interview,and the literature review law to analyze the current NBL communication strategies.From the aspects of the marketing long tail,channel long tail,needing long tail,and the content long tail,and combined with the sports communications characteristics.Research found out that the current communication strategies of NBL include several points as follows: Minority market-oriented strategy;Multi-Channel interaction strategy;Demand-Oriented strategy;and diversified content strategy.Meanwhile,this research has found out some deficiencies,such as the communication contents are homogeneity;unprofessional operation of new media;lack of a specification rebroadcasting channel;interaction between the fans and league are inefficiency.Research also suggested that NBL needs to cultivate the new media professional talent,and cooperates with professional sports video websites,also need to dig deep into the content of the NBL game.