足球世界杯媒体版权运行特征及启示  

The Characteristics and Enlightenment of Media Copyright Operation of Football World Cup

作　　者：王凯[1,2] WANG Kai(Nanjing Sport Institute,Nanjing 210014,China;School of Management,Fudan University,Shanghai 200433,China)

机构地区：[1]南京体育学院,南京210014 [2]复旦大学管理学院,上海200433

出　　处：《体育文化导刊》2018年第12期153-158,共6页Sports Culture Guide

基　　金：国家社会科学基金项目(17CTY001)

摘　　要：运用文献资料法等,对足球世界杯媒体版权运营进行研究。认为世界杯媒体版权运行有以下特征:版权运行主体从独家垄断运营走向有限分销,版权运行从聚焦版权本体运作走向注重版权的衍伸价值,版权运行的"泛娱乐化"特征日益凸显,版权运行的变现路径更加多元。通过世界杯版权运行可以预见体育赛事媒体版权将会呈现出以下发展趋势:版权引进与分销等环节更加注重博弈策略应用,赛事媒体版权内容生产的泛娱乐化态势将成主流,赛事媒体版权变现更加注重多元路径的探索尝试,赛事媒体版权运作的碎片化趋势将愈加凸显。By applying literature review and other methods,this article studies the media copyright operation of World Cup,which is found characterized by the following features:the subject of copyright operation is changing from exclusive monopoly to limited distribution;the focus of the copyright operation is shifting from copyright itself to its derivative value;"pan-entertaiment"is more prominent day by day;the liquidation approaches are more diverse.Copyright operation of other sport events can be enlightened by that of World Cup media in the ways below:in copyright introduction,distribution and other processes,game strategy is more frequently adopted;pan-entertaiment tendency developed in the contents of media copyright will become the mainstream;multiple liquidation approaches will be further explored and tried;the copyright operation of sport events media will become more and more fragmentized.

关 键 词：体育传媒 足球世界杯 赛事媒体版权 泛娱乐 

分 类 号：G843[文化科学—体育训练]