【作者】 陈博；

【导师】 雍明；

【作者基本信息】 苏州大学 ， 体育（专业学位）， 2023， 硕士

【摘要】 近年来,观看体育赛事直播已经成为人们生活中的一部分。互联网技术和移动设备的发展以及国家政策的推进,使得受众通过新媒体平台观看赛事直播的趋势愈加明显。在平台数量不断增加、受众观赛需求显著提升的同时,也对新媒体平台赛事直播水平提出了更高要求。本文运用文献资料、内容分析、问卷调查等研究方法,探讨咪咕视频直播2022年北京冬奥会赛事的特点以及效果,并根据存在的不足提出相应优化路径,为引导不同新媒体平台形成赛事直播特色提供理论参考,力求推动不同新媒体平台加快建设、促进我国体育赛事直播产业高质量发展。研究结果显示,咪咕视频通过针对性布局,取得了良好的直播效果。在2022年北京冬奥会赛事直播中咪咕视频与CCTV5体育频道相比的优势之处在于,为用户提供了方便、自主、快捷的观赛体验;实现了实时互动,满足了用户参与感;多元化的解说风格为用户带来了不一样的观赛感受;通过多元的衍生产品,让用户可以更好地了解体育赛事,提升观赛体验。同时咪咕视频仍面临着赛事直播信号不稳定、互动环境和交互空间需进一步优化,团队人员技术水平参差不齐等困境与不足。咪咕视频直播2022年北京冬奥会赛事的主要特点体现在手握版权,实现降维打击;以特色化解说吸引大量观众;创新科技开启观赛新方式;体娱结合,自制内容丰富;周边商城丰富,迎合观众口味等。而在直播效果方面,咪咕视频满足了大部分用户的娱乐需求和认知需求,并未充分满足用户的社交需求,用户的整体满意度以及持续使用意愿呈积极态势。发展对策:(1)进一步优化技术和内容,提升用户观赛体验;(2)积极推动赛事宣传和用户沉淀,利用顶级赛事、开发小众赛事;(3)加强执法力度,提高用户版权意识,完善虚拟社区功能并加强监管;(4)促使盈利模式多元化,创新付费模式与电商协调发展;(5)提高平台工作人员专业素养,促进平台形象的提升。更多还原

【Abstract】 This paper uses literature,video analysis,questionnaire and other research methods to discuss the features and effects of Migu Video’s live broadcast of the 2022 Beijing Winter Olympic Games,and puts forward development countermeasures based on the existing deficiencies,so as to provide theoretical reference for guiding different new media platforms to form features of live broadcast,and strive to accelerate the construction of different new media platforms.Promote the high-quality development of Chinese competition live broadcast industry.The results show that Migu video achieves good live streaming effect through targeted layout.In the live broadcast of Beijing 2022 Winter Olympic Games,Migu Video has the advantage of providing users with convenient,independent and fast watching experience compared with CCTV5 Sports channel.Realized real-time interaction,to meet the user’s sense of participation;Diversified interpretation style brings different experience for users.Through diversified derivative products,users can better understand sports events and improve the spectator experience.At the same time,Migu Video is still faced with difficulties and deficiencies such as unstable event broadcast signals,further optimization of interactive environment and interaction space,and uneven technical level of team members.The main features of Migu Video’s live broadcast of the 2022 Beijing Winter Olympic Games are reflected in holding the copyright in hand and achieving dimension reduction.To attract a large number of audiences with characteristic narration;Innovative technology to open a new way to watch the game;Combination of sports and entertainment,self-made content is rich;The surrounding mall is rich to cater to the taste of the audience.However,in terms of the live streaming effect,Migu video meets the entertainment and cognitive needs of most users,but does not fully meet the social needs of users.Users’ overall satisfaction and willingness to continue to use show a positive trend.Development countermeasures:(1)Further optimize technology and content to improve user experience;(2)Actively promote event publicity and user accumulation,utilize top events and develop niche events;(3)Strengthen law enforcement,improve users’ copyright awareness,improve virtual community functions and strengthen supervision;(4)Promote the diversification of profit model,innovate payment model and coordinated development of e-commerce;(5)Improve the professional quality of the platform staff and promote the image of the platform.更多还原