中国体育赛事IP运营研究  

Research on IP Operation of Sporting Events in China

作　　者：翁建锋[1] 高利华[2] 高慧林[3] WENG Jian-feng;GAO Li-hua;GAO Hui-lin(Physical Education Department of Panzhihua University,Panzhihua 617000,China;Library of Panzhihua University,Panzhihua 617000,China;College of Physical Education,Chongqiong University of Arts and Sciences,Chongqiong 402160,China)

机构地区：[1]攀枝花学院体育部,攀枝花617000 [2]攀枝花学院图书馆,攀枝花617000 [3]重庆文理学院,重庆402160

出　　处：《体育文化导刊》2021年第1期97-103,共7页Sports Culture Guide

基　　金：攀枝花学院科技处项目(2017SYB006)。

摘　　要：采用文献资料法、数理统计和逻辑分析法等,基于中国体育赛事IP的运营现状剖析其运营困境,进而提出运营策略。中国体育赛事IP运营时间不长,但已成为体育产业消费的一种趋向和潮流:运营模式快速衍生,跨界融合趋势明显,运营成为资本新宠。运营困境:竞争待理性、内容质量待提高、风险管控待加强、全产业链待完善。提出可持续的运营策略:优化竞争环境,实现战略联合;提高内容质量,促进运营发展;实施科学防控,减小运营风险;完善全产业链,实现多元价值。By using the methods of literature review,mathematical statistics and logical analysis,based on the status quo of the IP operation of sports event in China,this paper analyzed its operational difficulty,and then proposes operational strategies.IP operation of sports events in China is just for a short time,but it has become a trend of sports industry consumption.Its operation mode is rapidly derived,the trend of cross-border integration is obvious,and the operation has become the new favorite of capital.Operational difficulty:Its competition is not rational enough,content quality needs to be improved,risk control needs to be strengthened,and the entire industry chain needs to be advanced.Sustainable development operating strategies are as follows:We should optimize the competitive environment to achieve strategic alignment,improve content quality and promote operational development,implement scientifi c prevention and control to reduce operational risks,and improve the entire industrial chain and realize diversifi ed value.

关 键 词：体育经济 体育赛事 IP 运营 中国 

分 类 号：G812[文化科学—体育学]