冬季奥运会的电视转播权:收益、风险与风险管理  

Winter Olympic Television Broadcasting Right: Return,Risk and Risk Management

作　　者：董杰[1] 刘波[2] 

机构地区：[1]首都体育学院休闲与社会体育学院体育社会学教研室,北京100191 [2]东北师范大学附属中学体育教研室,吉林长春130021

出　　处：《北京体育大学学报》2015年第5期31-38,共8页Journal of Beijing Sport University

基　　金：北京市教育委员会社科计划面上项目(项目编号:SM201010029001);北京市哲学社会科学"十一五"规划项目(项目编号:10Be ZH184)

摘　　要：以冬奥会电视转播权为研究对象,运用文献资料法、比较法和归纳法等研究方法,对国际奥委会、冬奥会组委会和电视转播商在获得冬奥会电视转播权后的收益以及面临的风险进行了较为深入的分析,并进一步提出风险管理的具体措施。广义的收益主要包括两方面:在全世界范围内进一步推广奥林匹克运动;所获经济收入在奥林匹克大家庭进行分配,以保证奥运会在财务方面的独立和稳定;风险主要包括:购买电视转播权的巨额费用;时差;美国电视转播商的利益;冬奥会规模扩大。风险管理措施主要是:全面贯彻《奥林匹克宪章》精神;遵守《举办城市合同》和《媒体指南》的相关条款;利益相关各方共同协商;将互联网和手机移动转播与电视转播权一同销售,增加收入;增加组委会其他方面的收入。研究对奥运会电视转播权的相关理论研究和实践活动具有重要的参考价值。This paper analyzed return and risk of winter Olympics television broadcasting right which acquired by IOC, OCOGs, and broadcaster by the methods of literature review, comparison and induction, then put forward some concrete measures for risk management. The general return includes two aspects which are further promoting Olympic Games around the world and economic income. The economic income will allocate to all participators and ensure fi- nancial independent and stable of Olympic Games. The risks are huge cost of purchasing television broadcasting right,time difference, benefits of US television broadcaster, and enlarged scale of Winter Olympics. The concrete measures of risk management include： 1 ） thoroughly conducting the spirits of Olympic Chapter;2 ） conforming The Contract of Host City and Guidelines of Media;（ 3 ）the mutual consultation of the parties concerned ;4）selling televi- sion broadcasting right with internet and mobile phone broadcast right ;5 ）increasing other income of OCOGs. This re- search provided reference for related theoretical study and practice of Olympic television broadcast right.

关 键 词：冬季奥运会 电视转播权 国际奥委会 冬奥会组委会 电视转播商 收益 风险 风险管理 

分 类 号：G80-05[文化科学—运动人体科学]