奥运会电视转播权的营销之策

Marketing Tactics of the TV Broadcasting Right of Olympic Games

电视转播权收入是现代奥运会的主要经济支柱,国际奥委会为了加强对其销售的管理,不仅以立法形式明确其所有权,逐步收回其销售权,不断调整其收入的分配比例,而且在销售时,采取了严格分类销售,规范销售行为,向国家或地区的惟一对象销售,若干届奥运会联合长期销售,充分保障转播者的利益和免费向贫困国家或地区转播等策略。

The income of TV broadcasting right is a main economic pillar for modern Olympic Games.In order to strengthen the management of its marketing,IOC not only defines ownership in legislative form,regains its power of sale progressively and adjusts the allocation proportion of its income constantly,but also adopts the classified sale strictly,normalizes the sales behavior,sells to the only target of the country or the area and sells jointly to several Olympic Games for a long time.It ensures the interests of broadcasting owners fully and adopts the tactics to broadcast free to the poverty countries or regions.