基于IP视角下的中国体育产业发展方式分析

China's sports industry development analysis based on the perspective of IP

与欧美体育产业"赛事+电视转播"模式不同的是,中国当下的体育产业发展体现出了高度的"互联网+"模式,而"平台+内容"正是互联网时代体育产业发展的主要特征,因此,以IP(赛事)为核心的发展方式迅速占据了整个体育产业的制高点。运用文献资料法、归纳法,对体育产业领域中IP的概念、IP的盈利模式、IP运营中出现的问题进行探讨。得出结论:IP原意为知识产权,在商业领域可被引申为可供多维度开发的文化产业产品,IP作为体育产业链的上游,对体育产业其他链条具有很强的辐射和带动作用,不同类型的公司围绕IP打造各自的盈利模式;与此同时,IP的快速发展对体育产业也提出了诸多极具挑战的问题,涉及到体育产业人才储备不足、缺乏大型赛事运营能力、IP盈利模式不清晰等。

Different from the ' event + TV' mode of European and American sports industry,China's sports industry reflects a high degree of ' Internet + ' feature,and as ' platform + content' is the main characteristics of Internet era,the IP- oriented mode stand out in the development of entire sports industry. This paper discussed the concept of IP,IP profit model,IP operation problems. It is concluded that IP originally means intellectual property,and can be extended as multi- dimensional cultural industry products in the commercial area; IP,as the upstream industry chain of sports,has a strong radiation and leading role for other chains of sports industry,and different types of companies create their own profit model around IP; at the same time,the rapid development of IP has raised many challenges for sports industry,such as lack of sports industry talent reserve,insufficiency in large events operational capability,unclear IP profit model.