This paper uses SWOT analysis method to analyze large sports event broadcast of the new media development. Research has found that advantages of new media rebroadcasting on sports competition are rapidly development, huge audience space, content, form and breadth is superior than traditional media, rich experience broadcast on world series and comprehensive equipment and technical. Development disadvantages include that difficult protect copyright, rights holding broadcaster interests is hard maintaining, business development rapidly lead to chaos and shortage of professional and interdisciplinary talents , technology are restricted. Development opportunities include that rising internet population , the audience to accept the information channel changed, policy guidance, as a platform to spread the Olympic Games as the backing, the Asian games contributed to technological innovation , major sports events for the new media bring huge business opportunities. Threats include that new media copyright by torture , department regulations conflict and poor cooperation.%运用SWOT分析法对大型体育赛事新媒体转播的发展进行分析。研究发现：体育赛事新媒体转播的发展优势是媒体产业规模发展迅速、受众空间巨大，内容、形式与广度优于传统媒体，具有转播世界大赛的丰富经验、设备技术全面；发展劣势是版权不易保护、持权转播商利益难以维护，业务发展迅速导致发展混乱，专业与复合型人才紧缺、技术尚存制约；发展机会是网民数量攀升、受众接受信息的渠道发生转变，政策导向宽松，以奥运会传播为依托、亚运会为平台促成了技术革新，大型体育赛会为新媒体带来巨大的商机；发展威胁是新媒体版权受到拷问、部门监管冲突，合作不畅。
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