体育赛事商业模式创新——基于新浪3×3黄金联赛个案的研究  

Business Model Innovation of Sports Games:A Case Study Based on Sina 3×3 Golden League

作　　者：徐文琦[1,2] 郑佳丽 沈克印[1,2] XU Wenqi;ZHENG Jiali;SHEN Keyin(Economics and Management School,Wuhan Sports Univ.,Wuhan 430079,China;Sports Social Science Research Center,Wuhan Sports Univ.,Wuhan 430079,China;School of Sport Science&Tech.,Wuhan Sports Univ.,Wuhan 430205,China)

机构地区：[1]武汉体育学院经济与管理学院,湖北武汉430079 [2]武汉体育学院体育社会科学研究中心,湖北武汉430079 [3]武汉体育学院体育科技学院,湖北武汉430205

出　　处：《武汉体育学院学报》2020年第6期61-67,共7页Journal of Wuhan Sports University

基　　金：国家社会科学基金重大项目(19ZDA354);武汉体育学院体育社会科学研究中心项目(19TYSK05)。

摘　　要：体育赛事功能的外延与内涵变化凸显出商业性体育赛事在优化体育产业结构过程中的重要意义。运用实地调研等方法,结合经济学和管理学相关理论,以新浪3×3黄金联赛商业模式为研究对象,通过归纳与演绎的方式对该项赛事商业模式的特征、形态、构成要素以及背后的支撑逻辑进行了分析,并从利益相关者的重新界定、赛事产权分割与重组、盈利模式设计三个维度提出了创新体育赛事商业模式的思考。The changes of the denotation and connotation of sports games highlight the important role of commercial sports games in the optimization of sports industry structure.Commercial sports games are a series of products and services for which the fundamental purpose is to make profits by providing competitive performances.The business model explains the process of value creation and value acquisition.Taking Sina 3×3 Gold League business model analysis and innovation as the research object,this paper proposed countermeasures for innovating the business model of sports games through redefining stakeholders,property division and profit pattern through analysis of the characteristics,forms,components and basis of the business model.

关 键 词：体育产业 体育赛事 商业模式 3×3黄金联赛 

分 类 号：G80-05[文化科学—运动人体科学]