IP生态视角下CBA联赛俱乐部盈利模式创新研究  

Research on the Innovation of CBA League Club's Profit Model from the Perspective of IP Ecology

作　　者：何鹏[1] 万宏[1] He Peng;Wan Hong(Sport Department 1,Chengdu Sport University,Chengdu 610041,Sichuan,China)

机构地区：[1]成都体育学院体育教育训练一系,四川成都610041

出　　处：《体育科技文献通报》2021年第1期39-40,62,共3页Bulletin of Sport Science & Technology

基　　金：成都体育学院科研课题(项目编号:19YJ07);四川省社科“十三五”规划2018年度课题(项目编号:SC18B022)。

摘　　要：运用访谈法、实地调查法等研究方法,以IP生态为视角,以价值链为理论基础,以盈利模式为着力点,探寻我国篮球职业联赛俱乐部盈利新途径。认为:目前我国篮球职业联赛俱乐部盈利能力普遍较弱,主要存在主动创新盈利模式意识缺乏、消费群体需求定位不准、俱乐部运营体育场馆能力弱、自创IP内容匮乏等问题。建议:俱乐部主动参与主场体育场馆运营、定位消费群体需求,开发俱乐部衍生产品、优化官方网络平台建设,增加电子商务活动。Using the methods of interview and field investigation,taking IP ecology as the perspective,value chain as the theoretical basis,and profit model as the focus,this paper explores a new way to make profits for basketball professional league clubs in China.At present,the profitability of basketball professional league clubs in China is generally weak,mainly due to the lack of awareness of active innovation profit model,inaccurate demand positioning of consumer groups,weak ability to operate sports venues,lack of self-created IP content and other problems.Suggestions:the clubs actively participate in the operation of the main stadium,locate the needs of the consumer groups,develop the derivative products of the club,optimize the construction of the official network platform,and increase the e-commerce activities.

关 键 词：IP 俱乐部 盈利模式 篮球职业联赛 

分 类 号：G841[文化科学—体育训练]