奥运会转播权营销创新对2010广州亚运会的启示

Innovative promotion of Olympic Games relay rights and its implications on Guangzhou 2010 Asian Games

通过对奥运会转播权营销创新经验的总结和对多届亚运会转播权营销的比较研究,提出了创新亚运会转播权营销运作模式的若干建议。(1)将亚洲的48个国家和地区划分为三种类型,第一类为经济较为发达或体育优势明显的国家或地区,第二类为目前所属亚广联的国家和地区成员,第三类为第一类和亚广联成员国家和地区以外的国家、地区。针对三类不同的国家和地区逐步建立亚运会转播的市场竞争机制和类比增长定价机制。(2)在非亚洲地区实行灵活的电视转播权销售机制。包括采用长期的区域(或国家)中介机构缴纳保证金代理销售模式;招、投标与议价相结合模式;按需定制、化整为零、薄利多销模式;强化非奥运会项目电视转播的营销模式;直接购买、广告置换和电视节目置换相结合模式。(3)做好亚运会新媒体转播销售工作。

Based on a summary of the innovative promotion experences of Olympic Games relay rights and a comparative study of the relay rights promotion of several Asian Games, this research puts forward the following sug- gestions for the operation of relay fights promotion of Guangzhou 2010 Asian Games： first, dividing the 48 Asian countries and regions into 3 types and establish mechanisms of market competition and analogy increase pricing, with countries and regions of economic and athletic advantages as type one, Asian-pacific Broadcasting Union as type two and the rest as type three. Second, Performing flexible promotion of TV relay rights in non-Asian areas, 1 such as the agency with trust deposit, combination of public bidding and price negotiating. Third, the relay promotion of new media of the 2010 Asian Games.