我国体育赛事IP商业化运营的问题审视与推进策略  

The problems review and advancing strategies of the commercial operation of sports events IP in China

作　　者：刘娜 张世杰 LIU Na;ZHANG Shijie(School of Sports Science,Nantong University,Nantong 226019,Jiangsu,China)

机构地区：[1]南通大学体育科学学院,江苏南通226019

出　　处：《辽宁体育科技》2025年第2期50-55,共6页Liaoning Sport Science and Technology

基　　金：2023年国家社科基金一般项目(项目编号:23BTY102)。

摘　　要：运用文献资料法和逻辑分析法,阐述我国体育赛事IP商业化运营的问题审视与推进策略。实现机遇:政策为体育赛事发展提供动力,体育赛事运营模式不断提升,体育赛事IP商业价值日渐凸显。问题审视:体育赛事IP价值仍待挖掘,体育赛事IP商业化程度低,体育赛事IP培育壁垒高,体育赛事IP竞争理性程度有限。推进策略:提高体育赛事IP变现能力,多维度打造体育赛事品牌,增强体育赛事平台用户黏性,提高体育赛事IP运营方式。By using the literature and logical analysis methods to elaborate on the problem review and advancing strategies of commercial operation of sports event IP in China.Implementation opportunities:policies provide guidance and support for the development of sports events,the operation mode of sports events continues to improve,and the commercial value of sports events is becoming increasingly prominent.Problem review:the value of sports event IP still needs to be explored,the commercialization level of sports event IP is low,the barriers to cultivating sports event IP are high,and the level of competition rationality for sports event IP is limited.Advancing strategy:improve the monetization ability of sports event IP,create sports event brands from multiple dimensions,enhance user stickiness of sports event platforms,and adjust the operation mode of sports event IP.

关 键 词：体育赛事 IP运营 商业化 体育产业 

分 类 号：G80-05[文化科学—运动人体科学]