| 国内体育赛事转播权消费现状与赛事运营开发 |
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| 引用本文： | 孔庆波.国内体育赛事转播权消费现状与赛事运营开发[J].南京体育学院学报(社会科学版),2014(3):56-61. |
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| 作者姓名： | 孔庆波 |
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| 作者单位： | 重庆文理学院体育学院,重庆402160 |
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| 基金项目： | 2012年重庆文理学院人才引进项目（编号：R2012TY07） |
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| 摘 要： | 兼具表演精彩性、参与娱乐性和竞争刺激性优势的体育赛事,在以乘数倍增效应聚集观众眼球的过程中,被电视传媒追捧成为提高收视率、获取话语权、扩大知名度的独特资源,而作为对这一资源秩序占有与获取使用资格的赛事转播权也由此而生。立足于此,以电视传媒对赛事转播权的购买需求为切入点,运用文献资料、逻辑分析等研究方法,在分析总结国内体育赛事转播权消费现状的基础上,对体育赛事的运营与开发进行了研究,并提出了具体策略。结果显示,赛事转播权是体育赛事运营的主要产品之一,当将其作为一种商品进行出售时,其国内市场压力重重,而只有依靠各方面的共同努力,方能实现其消费市场盈利与现利的长远步履。
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| 关 键 词： | 体育赛事 转播权消费 电视传媒 市场运营 |
Research on the Operation of Sports Events Based on the Consumption Status of TV Broadcasting Rights in China |
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| KONG Qing-bo.Research on the Operation of Sports Events Based on the Consumption Status of TV Broadcasting Rights in China[J].Journal of Nanjing Institute of Physical Education,2014(3):56-61. |
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| Authors: | KONG Qing-bo |
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| Institution: | KONG Qing-bo ( College of Physical Education, Chongqing University of Arts and Sciences, Chongqing 402160, China) |
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| Abstract: | Sports events combining performance,entertainment and competitiveness are unique resources for the tel-evision media to boost ratings,obtain the discourse right and expand publicity in the process of attracting viewers＇ eyeballs with a multiplier effect. With this come sports broadcasting rights,which assume control over these re-sources and have obtained the qualification for using them. Taking as the point of departure television media＇s de-mand for purchasing sports broadcasting rights,this paper studies the operation of sports broadcasting consumptionmarket. The result shows that as one of the main products of sports event operation,sports broadcasting rights pose o-verwhelming pressure to the domestic market once they are sold as commodities. Only joint efforts of all sectors canguarantee a profitable scenario in the long run. |
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| Keywords: | sports events consumption of broadcasting rights television media market operation |
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