现代奥运会电视转播权及其营销问题研究

The Modern Olympic Games Television Broadcasting Right and Its Marketing

电视转播权的销售为现代奥运会提供了一条解决奥运会财政危机的有效途径,其收入已经成为国际奥委会的主要经济支柱和奥运会组委会的重要经济来源。采用文献资料、理论分析等方法,对奥运会电视转播权的发展、分类、销售和收入的分配等进行了分析,探讨了奥运会电视转播权成功销售的经验和策略。

The television broadcasting right sale offers an effective way for the modern Olympic Games to solve financial crisis, its income has already becomes IOC＇s main cornerstone and an important source of income. Using methods of documentation and theoretical analysis, this paper detailed the development, classification, sales and the income distribution concerning the Olympic Games television broadcast- ing right, followed by a discussion on its successful marketing experience and strategy.