体育赛事媒体版权产业链的理论建构与基础路径  

The Theoretical Construction and Basic Path of Media Copyright Industrial Chain of Sports Events

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

机构地区：[1]南京体育学院江苏省运动与健康工程协同创新中心 [2]复旦大学管理学院

出　　处：《成都体育学院学报》2019年第2期22-30,共9页Journal of Chengdu Sport University

基　　金：国家社会科学基金青年项目“基于产业链理论的体育赛事媒体版权运行体系研究”(17CTY001)

摘　　要：通过文献资料、文本分析、专家访谈等研究方法对体育赛事媒体版权及产业链概念界定的基础上,对我国体育赛事媒体版权产业链的基本构成、运行现状、运行动力、运行机制、基础路径等进行了探讨。我国体育赛事媒体版权运行中存在着版权需求旺盛、价格高和变现乏力,产业链较短且内涵不足,产业链运行中供需失衡,产业链运行水平低、国际化不足,存在资本运作乱象等问题。分析认为体育赛事媒体版权产业链主要包括上游的赛事组织、中游的媒体、下游的衍生产品市场等;对体育赛事版权进行产业链化运行有利于产业链各环节企业交易成本的节约、有利于提升组织的经营效率,进而提升整个产业的竞争力。良好的产业链运行必须遵循包括价值生成、信任契约、沟通协商、利益共享和风险共担、竞争合作和监督激励在内的机制。提出了争取政策支持,优化赛事消费环境;“前向延伸”进行赛事资源的储备孵化;中游拓展、多层级开发,提升各环节能级;下游延伸,捕捉风口,跨界整合,延伸产业链空间等产业链发展基础路径。Through literature,text analysis and expert interviews, the concept of media copyright and industrial chain of sports events was defined. The basic composition, operation status, operational motivation, operational mechanism and the basis path of the media copyright industry chain of sports events in China are discussed. In the operation of media copyrights in China's sports events, there are strong demand for copyright, high prices and weak liquidity, short industrial chain and insufficient connotation, imbalance between supply and demand in the operation of industrial chain, low level of industrial chain operation, insufficient internationalization, and chaotic capital operation. problem. The analysis believes that the media copyright industry chain of sports events mainly includes the upstream event organization, the media in the middle reaches, the downstream product market, etc. The industrial chain operation of the sports event copyright is conducive to the saving of transaction costs of all links in the industrial chain. Improve the operational efficiency of the organization and thus enhance the competitiveness of the entire industry. Good industry chain operations must follow mechanisms including value generation, trust contracts, communication and negotiation, benefit sharing and risk sharing, competitive cooperation and supervisory incentives. It is proposed to strive for policy support and optimize the consumption environment of the event;"forward extension" to carry out the reserve incubation of the event resources;the expansion of the middle reaches, the multi-level development, and the improvement of the energy levels of each link;the downstream extension, the capture of the feng shui, the cross-border integration, and the extension of the industry The basic path of industrial chain development such as chain space.

关 键 词：赛事媒体版权 体育赛事 体育媒体 产业链 利益 价值 

分 类 号：G800.56[文化科学—运动人体科学]