我国体育赛事新媒体转播权市场开发困境与策略研究

A research on the market development's dilemma and strategy of the new media's broadcasting right of sports matches in China

运用文献资料法与逻辑分析法,对体育赛事新媒体转播权相关概念、理论、政策等进行研究,分析我国体育赛事新媒体转播权市场开发的现状,找出进行体育赛事新媒体转播权市场开发的困境,并提出相应的策略。结果表明:我国体育赛事新媒体转播权市场开发受行政干预、垄断的限制,消费者付费观看体育赛事的习惯未养成,并且体育赛事转播权缺乏相关法律保护,造成市场开发困难;国家应该对体育赛事新媒体转播权市场开发进行政策支持、法律保护,解析时代要求、市场规律,免费与付费模式相结合,促进消费者付费观念的改变,从而促进我国体育产业的蓬勃发展。

By using the methods of documents and logical analysis, this article studies the concept, theory, and policy of the new media’s broadcasting right of sports matches in China, analyses the market development present situation, and finds out its dilemmas, then puts forward some homologous countermeasures.The result shows that sports events in China new media broadcast development rights market by administrative intervention, CCTV monopoly restrictions, consumers pay to watch sports habits did not develop, and sports broadcast rights lack of legal protection, resulting in the difficulty of market development; our country should conduct policy support and legal protection of sports development of new media broadcasting the right to market requirements, the laws of the market analysis era, combination of free and paid pay mode, promote consumer attitudes change, so as to promotethe vigorous development of the sports industry in China.