产业链视角下我国体育赛事媒体版权运行困境与破解路径  

The Dilemma and Solution of Digital Media Copyrights of Sporting Events in China from the Perspective of Industial Chain

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 [2]复旦大学管理学院

出　　处：《体育文化导刊》2019年第8期90-94,100,共6页Sports Culture Guide

基　　金：国家社会科学基金项目（17CTY001）

摘　　要：基于产业链的视角,运用文献资料法等,研究我国体育赛事媒体版权运行困境,并提出破解路径。近些年我国体育赛事媒体版权在“资源导向”运行模式下运行,存在版权价格的畸变、购需脱节与资本逻辑、变现乏力与话语缺失等一系列现实困境。基于需求驱动模式,提出破解路径:确立体育赛事媒体版权运行的需求导向;强化体育赛事媒体版权消费市场培育;实施竞争合作的赛事媒体版权运作战略;建立需求驱动下的用户需求传导机制;挖掘利用赛事媒体版权运行中的大众生产。Based on the view of the industrial chain,the paper studies dilemma of operating the digital media copyright of sporting events in China and puts forward solutions to the problems. The paper mainly uses literature reviews to illustrate that. When it comes to the digital media copyright of sporting events in China,there are plenty of problems such as the unreasonable prices,inequality of supply and demand pattern,and discourse deficiency. Based on the mode of demand-driven,the paper aims to provide methods to resolve the problems: to establish the direction of demand of operating the digital media copyright of sporting events;to intensify the cultivation of the consumption market of the digital media copyright of sporting events;to carry out strategies of the competition and cooperation;to set up the transmission mechanism for user demand;to make use of the mass production during the operation of the digital media copyright of sporting events.

关 键 词：体育经济 体育赛事 媒体版权 产业链 

分 类 号：G80-05[文化科学—运动人体科学]