数字经济时代职业体育转播产业:新特征、增长点与全球市场结构  

Professional Sports Broadcasting Industry in the Digital Economy Era:New Characteristics,Growth Points and Global Market Structure

作　　者：杨铄[1] 叶凌云 陈叙南 冷唐蒀 YANG Shuo;YE Lingyun;CHEN Xunan;LENG Tangyun(Faculty of Sports Science,Ningbo University,Ningbo 315211,China;Zhejiang Hengdian College of Film and Television,Jinhua 321000,China;College of Education,Zhejiang University,Hangzhou 310028,China;NingboTech University,Ningbo 315100,China)

机构地区：[1]宁波大学体育学院,浙江宁波315211 [2]浙江横店影视职业学院,浙江金华322100 [3]浙江大学教育学院,浙江杭州310028 [4]浙大宁波理工学院,浙江宁波315100

出　　处：《天津体育学院学报》2023年第1期17-24,共8页Journal of Tianjin University of Sport

基　　金：国家社会科学基金项目(项目编号:22BTY034);浙大宁波理工学院人才引进基金项目(项目编号:20210103Z0001)。

摘　　要：研究数字经济时代职业体育转播产品的数字化变革现实状况,剖析职业体育转播核心产品与扩展产品的变化,探究整个产业呈现出的技术介入度提升、平台依赖性增强、转播产品和服务多元化、生产和消费活动全球化等新特征,以及“职业体育+短视频”和“职业体育+数字收藏品”等新业态。基于对全球25个国家42项高水平职业赛事转播数据的分析,给出全球职业体育转播市场的基本状态判断:欧美国家职业赛事和媒体公司掌控了全球职业体育转播产业的内容和渠道,我国职业体育转播产业尽管已经实现很高程度的产业数字化,但总体规模仍然偏小,且本土赛事的转播价值开发远低于海外赛事。在未来发展中,应当在充分挖掘本土职业赛事转播潜力的同时,力争通过数字经济发展优势在全球职业体育转播市场中寻求内容和渠道方面的突破点。Under the technology empowerment in the digital economy era,the core and extended products of professional sports broadcasting have completed the digital transformation and upgrading.In this context,the professional sports broadcasting industry presents new characteristics,including the increasing of technique involvement,platform dependence increased,diversification of products and services,and globalization of production and consumption activities.While the scale of the global professional sports broadcasting industry continues to expand,new formats and markets such as“professional sports+short videos”and“professional sports+digital collections”have also emerged.Based on the analysis of 42 high-level professional sports events in 25 countries,the research provides a picture of the global professional sports broadcast industry.From the global market structure perspective,professional sports events and media companies in the United States and Europe dominate the global market.Although China’s professional sports broadcasting industry has achieved a high degree of industrial digitalization,the overall scale is still small and local.The broadcast value of domestic events is much lower than that of overseas events.In future development,while fully tapping the potential of local professional sports broadcasting,we should seek breakthroughs in content and channels in the global professional sports broadcasting market through the advantages of digital economy development.

关 键 词：数字经济 职业体育 体育转播 市场结构 

分 类 号：G80-05[文化科学—运动人体科学]