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“直播+”时代的新赋能——在线健身的发展态势、冷思考与推进策略研究

New Empowerment in the Era of Live “Broadcast+” —Research on the Development Trend, Cold Thinking and Promotion Strategy of Online Fitness

中国新闻评论 / 2022,3(4)：51-58 / 2022-11-15 270 192

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• 作者： 赵怀智     
• 单位：

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• 关键词： “直播+”；在线健身；发展态势；冷思考；推进策略
• “Live broadcast+”; Online fitness; Development trend; Cold thinking; Promotion strategy
• 摘要： 后疫情时代下，由于疫情隔离的物理区隔和受众需求及政策的支持与引导等原因的影响，在线健身行业的经济与市场规模近年来飞速增长，以刘畊宏为代表的健身直播间近期获得广泛关注，成为现象级热点新闻。本文针对在线健身进行冷思考并认为当前健身直播受到虚拟环境的限制、内容同质化现象严重、创新复合型人才缺乏等其他因素的影响，受众对其持续关注度的增长愈发困难。而健身平台与主播可以通过坚持丰富健身直播内容与加强宣传并重、完善主播审查与健全平台监管制度并重、线上直播与线下场景互动融合并重等措施来维持在线健身与健身直播的热度和受众关注度。
• In the post-epidemic era, due to the physical compartmentalization of the epidemic isolation and audience demand as well as the support and guidance of policies, the economy and market size of the online fitness industry has grown rapidly in recent years. And the fitness live-streaming room, represented by Liu Genghong, has recently gained wide attention and become a phenomenal hot news. In this paper, after cold thinking for online fitness, we consider the limitations of the virtual environment, the homogenization of content, and the lack of innovative composite talents, which make it more and more difficult for audiences to grow a sustained interest in online fitness And fitness platforms and anchors can maintain the awareness and audience attention of online fitness and fitness live streaming by insisting on the equal importance of enriching fitness live streaming content and strengthening publicity, improvements Vetting of anchorsand sound platform supervision system, and the equal importance of online live streaming and offline scene interaction integration.
• DOI： https://doi.org/10.35534/cnr.0304006
• 引用： 赵怀智．“直播+”时代的新赋能——在线健身的发展态势、冷思考与推进策略研究［J］．中国新闻评论，2022，3（4）：51-58．