从产业链角度看我国赛事转播权开发

The Development of Sports Broadcasting Right in China from the View of Industry Chain

体育赛事转播权的开发经历着赛事举办、组织营销、市场交易、节目转播和受众消费这五个环节的产业链运转。体育赛事的竞技水平低、转播权行销过程中的产权不明晰、中介机构缺乏培育等方面是国内体育赛事转播权开发的制约因素。提高赛事质量、转变体育组织经营机制和营销模式,提升下游买方市场竟买力,从而带来产业链的有序运转和逐步壮大成为推进我国体育转播权开发的着力所在。

The ineustry chain of sports broadcasting right includes five stages：sports organization,promotion,transaction,program broadcasting and audience consumption.Constraints of domestic sports broadcasting rights transaction are encompassing low quality of sports events,unclear definition of sports broadcasting rights,lacking of specialized intermediation organization,etc.We should focus on improving the quality of sports events,reforming the managerial mechanism and marketing model,and promoting purchasing power in downstream buyer＇s market,in order to make the industry chain work smoothly.