“互联网+”背景下体育赛事转播的运营策略  

Operational Strategy of Sports Event Broadcast in Time of Internet Plus

作　　者：冯俊翔 曹玲[1] FENG Junxiang;CAO Ling(Dept. of Sports and Health, Dalian Univ. of Technology, Dalian 116024, China)

机构地区：[1]大连理工大学体育与健康学院,辽宁大连116024

出　　处：《体育成人教育学刊》2020年第3期35-38,共4页Journal of Sports Adult Education

摘　　要：体育的发展与体育赛事的转播密不可分,“互联网+”时代的到来使体育赛事的转播媒介、转播受众习惯、转播格局等发生巨大变化,给体育赛事转播产业带来了新的发展机遇。以媒介经济学中的“三次售卖理论”为理论基础,提出“互联网+”时代下体育转播产业的运营策略:第一次售卖,合理布局赛事版权,提高“内容”吸引性;第二次售卖,合理运用“互联网+”技术,注重“注意力”售卖的精准性;第三次售卖,挖掘媒体平台资源,提高“品牌”延伸价值。The development of sports and the broadcast of sports events are inseparable.The internet era has brought about changes in the broadcast media of sports events,broadcast audience habits and broadcast patterns and also has brought new development opportunities to the sports event broadcasting industry.On the basis of the theory of three sales in media economics,the paper puts forward the operation strategy of sports broadcasting industry in the internet era,i.e.,the first sale of the rational distribution of copyright in the event,and the improvement of the content attraction,the second sale of the rational use of internet technology and paying attention to the accuracy of the attention sale and the third sale of mining media platform capital source and improving the brand extension value.

关 键 词：体育赛事转播 三次售卖理论 互联网+ 运营策略 

分 类 号：G80-05[文化科学—运动人体科学]