我国体育赛事电视转播权的市场开发  

Marketing tactics of TV relay right of sports competition in China

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：《武汉体育学院学报》2008年第8期49-55,共7页Journal of Wuhan Sports University

基　　金：河南省科技厅软科学研究计划项目(0513054800)

摘　　要：电视转播权的有偿转让是目前大型体育赛事或职业体育组织者的一项重要收入来源,其市场前景非常好。我国体育赛事电视转播权市场的发展虽然起步较晚,也取得了一些成绩和突破,但仍然存在着观念未彻底转变、知识产权意识不强、价格分歧严重、比赛产品质量不高、收入分配不合理、体育和电视媒体的体制和机制不畅等方面的问题。Paid transfer of TV relay is the main income of sports competition and professional sports organizers and it has great market prospect. Marketing of TV relay right of sports competition in China has made some breakthroughs even thought it has started late. However, there are some ideas to be changed;the concept of intellectual property right is not clear; prices differ greatly;sports products do not have good quality ;income distribution is not good; systems of sports and TV media are not efficient.

关 键 词：体育赛事 电视转播权 有偿转让 体育市场开发 

分 类 号：G80-05[文化科学—运动人体科学]