足球赛事转播版权营销方式研究  

Research on Copyright Marketing Mode of Football

作　　者：龙腾 连桂红[1] 

机构地区：[1]曲阜师范大学,山东曲阜273165

出　　处：《体育科技文献通报》2017年第11期129-130,共2页Bulletin of Sport Science & Technology

摘　　要：本文采用文献资料研究法、个案分析法,对新媒体互联网高价购买版权并转播足球赛事营销现状进行利弊分析,通过对目前主流的互联网转播商进行探究,结论如下:1.互联网足球赛事版权营销方式包括:购置多项赛事版权、版权分销、独占版权三种。2.每种方式都有其选择原因,且各有利弊。3.建议政府引导,互联网资源整合,避免版权恶性竞争;走内容自制道路,提供优质直播服务;加强法律监督,避免互联网赛事版权侵权发生。This paper uses literature research method and case analysis method to make pros and cons analysis on buying and broadcasting football match with high prices by internet medias,as well as study the main stream internet broadcasters. The conclusions are as follows: 1. Internet football match copyright marketing includes the purchase of a number of events copyright,copyright distribution,and copyright monopolization. 2. Each choice has its reasons with advantages and disadvantages. 3. It is suggested that the government should guide the integration of internet resources to avoid copyright vicious competition; content homemade road be taken and offer quality live broadcasting services; legal supervision be strengthened to avoid internet broadcasting copyright infringement.

关 键 词：赛事版权 赛事独播 版权分销 版权营销 

分 类 号：G843[文化科学—体育训练]