| 现代奥运会电视转播权的管理和营销 |
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| 引用本文： | 张亚辉.现代奥运会电视转播权的管理和营销[J].山西师大体育学院学报,2007,22(4):47-50. |
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| 作者姓名： | 张亚辉 |
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| 作者单位： | 开封大学体育部,河南,开封,475004 |
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| 基金项目： | 河南省科技厅软科学研究计划项目课题 |
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| 摘 要： | 电视转播权销售收入是现代奥运会的主要经济来源,国际奥委会通过立法明确电视转播权的所有权、逐步收回其销售权、不断调整受益各方的收入分配比例等实现了对奥运会电视转播权的控制和管理,并采取分类销售、规范销售行为、区域垄断、捆绑销售、保障转播商的利益和免费向贫困国家或地区转播等策略使奥运会电视转播权的价值得到了保持和提升。
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| 关 键 词： | 奥运会电视转播权 国际奥委会 管理 营销策略 |
| 文章编号： | 1008-8571(2007)04-0047-04 |
| 修稿时间： | 2007年3月2日 |
Managing and Marketing TV Relay Rights of Modern Olympics |
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| ZHANG Ya-hui.Managing and Marketing TV Relay Rights of Modern Olympics[J].Journal of Physical Education Institute of Shanxi Teachers University,2007,22(4):47-50. |
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| Authors: | ZHANG Ya-hui |
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| Abstract: | The sales income of the TV relay rights is the main economic income for modern Olympics.IOC clarifies the ownership of the right for TV relay and then gradually takes back the sales right,adjusting the income proportion of the related parts,and in this way,the managing and controlling of the relay right come into being.And the value of TV relay right for Olympics is maintained and increased by classified sales,regional monopoly and bundling,ensuring the interests of the relaying parts,and free relaying in poor countries or regions. |
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| Keywords: | TV Relay Rights for Olympics IOC managing marketing strategy |
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