互联网与中超联赛商业运营融合的创新路径研究  

Research on the Innovation Path of the Integration of Internet and Chinese Super League Business Operations

作　　者：王茜[1] 王家宏 WANG Xi;WANG Jiahong(School of PE,Soochow University,Suzhou 215001,China;Dongwu Think-tank,Suzhou 215001,China)

机构地区：[1]苏州大学体育学院,江苏苏州215001 [2]苏州东吴智库,江苏苏州215001

出　　处：《天津体育学院学报》2021年第2期188-197,共10页Journal of Tianjin University of Sport

基　　金：国家体育总局决策咨询研究项目(项目编号:2020-A-13);江苏省研究生科研与实践创新项目(项目编号:KYCX20_2637)。

摘　　要：新时代,“互联网+”已经成为行业发展趋势。以互联网与中超联赛商业运营融合的必要性和可行性分析为基础,深入探究互联网与中超联赛商业运营融合的内在机理。发现互联网与中超联赛的商业融合现处于初级发展阶段,但生活水平的提高、互联网科技的优化升级和职业联赛市场需求的扩大,已为“互联网+”职业联赛商业运营深度融合提供了多种有益条件。因此,按照互联网改变联赛传统商业模式,延展职业足球产业链,构建职业足球产业生态圈的内在逻辑,提出互联网与中超联赛商业运营深度融合的创新路径:利用互联网平台及营销策略,获取中超联赛用户规模和类别优势;整合联赛运营各领域资源,提高平台投入转化率;从不同市场领域切入实施跨界融合,寻求多元的盈利途径;构建互联网与中超职业联赛商业运营联合机制。Under the new era,“Internet+”has become the development trend of the industry.Based on the necessity and feasibility analysis of the integration of Internet and CSL commercial operations,we explored the inner mechanism of the integration of Internet and CSL commercial operations.The commercial integration of Internet and CSL is now in the primary development stage,but the improvement of living standards,the optimization and upgrading of Internet technology and the expansion of market demand for professional leagues,has become a major challenge for“Internet+”professional league commercial operations.The deep integration provides a variety of beneficial conditions.Therefore,in accordance with the internal logic of the Internet changing the traditional business model of the league,extending the professional football industry chain,and building a professional football industry ecosphere,we proposed an innovative path for the deep integration of the Internet and the commercial operation of the Chinese Super League:Build a joint mechanism between the Internet and the commercial operation of the Chinese Super League.

关 键 词：互联网 中超联赛 商业运营 融合 路径 

分 类 号：G80-05[文化科学—运动人体科学]