现代奥运会电视转播权的管理和营销  

Managing and Marketing TV Relay Rights of Modern Olympics

作　　者：张亚辉[1] 

机构地区：[1]开封大学体育部,河南开封475004

出　　处：《山西师大体育学院学报》2007年第4期47-50,共4页Journal of Physical Education Institute of Shanxi Teachers University

基　　金：河南省科技厅软科学研究计划项目2005年度课题(0513054800)

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。The sales income of the TV relay rights is the main economic income for modem 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 eounuies or regions.

关 键 词：奥运会电视转播权 国际奥委会 管理 营销策略 

分 类 号：G80-05[文化科学—运动人体科学]