非营利性体育组织赛事营利策略研究——以国际足联世界杯赛事推广为例

Research on the Profit Making Strategy of the Nonprofit Sports Organization Take the Promotion of FIFA World Cup as an Example

非营利性体育组织,如何维持组织运营与发展乃是当务之急。作为非营利性体育组织的国际足联先期将世界杯门票及纪念品等周边产品进行有形化销售,后期通过出售电视转播权及特许经营权等无形化经营来获取利润,从而维持组织运行与发展。通过对国际足联世界杯赛事经营方式的考察与分析,认为国际足联通过赛事推广获得利润有以下模式:"排他性经营"将世界杯无形资本利益最大化;改变赞助体系谋取更多利润;优化世界杯举办国战略布局;出售电视转播权等。

As a non-profit sports organization,it is a pressing matter of the moment about how to maintain the organization operation and development. As a non-profit sports organizations of FIFA pre World Cup tickets and souvenirs and other peripheral products of physical sales,the latter through sale of television rights and franchise intangible business profits,in order to maintain the organization ＇s operation and development.Through the investigation and Analysis on the FIFA World Cup mode of operation,this paper analyses FIFA through the event promotion profit has the following pattern： ＂ exclusive management＂ to World Cup intangible capital benefit maximization; change the patronage system to seek more profits; optimization World Cup held in strategic layout; the sale of television rights etc..