Research On The Communication Strategy Of CCTV Sports APP Based On The Strategic Concept Of Sports Power

At the time when the Party and the country are promoting the strategy of strengthening the country by sports,under the era environment of the increasing integration of "Internet +sports",many sports APPs emerge at the right moment.Among them,CCTV sports APP,as a integrated media product that integrates the communication advantages of traditional TV media and new network media,bears the important mission of giving play to media functions and promoting the construction of sports power.Therefore,it is very important to study the communication strategy it holds.This article USES the literature material method,case method,comparative analysis method,questionnaire investigation,the first interpretation of Xi Jinping sporting nation dream and the sports powers strategic program for the guidance of policy,refining the core concept of the new era of sports power,in communication as a link to a classical theory,explain the media in concept under the guidance of given social role and historical task,and provide theoretical basis for the below.Secondly,by investigating the CCTV sports APP and taking the 5W theory as the scale,this paper discusses and analyzes its significant advantages in terms of organizational structure,content setting and communication channels,so as to measure the degree to which it implements the core concept of sports power and fulfills the responsibility of integrating media,summarize its strengths and point out its weaknesses.Finally,specific and feasible optimization measures were put forward to provide a new path for the sustainable development of CCTV sports APP and promote the positive and healthy development of sports communication in China.