我国体育赛事新媒体转播权的市场开发研究

Research on Marketing Development of New Media Broadcast Rights for Sport Events in China

运用文献资料法、专家访谈法等方法从新媒体的概念、特点出发,提出新媒体对体育赛事转播的机遇与挑战;梳理我国体育赛事转播权的发展历程,分析了其市场开发现状及存在的问题;借鉴美国体育广播电视及新媒体市场开发的成熟经验,提出我国体育赛事新媒体市场开发的对策建议。

As a popular form of broadcast of sports events,the new media broadcast has gradually entered people＇s vision. The market development of new media broadcast rights for sports events has become an issue that needs to be thoroughly considered. This article starts with the concept and characteristics of new media,and puts forward the opportunities and challenges of new media for the broadcasting of sports events; sorts out the history of the development of broadcast rights for sports events in China,and analyzes the current state of market development and existing problems; draws on American sports radio and television and new media. The mature experience of market development put forward the countermeasures and suggestions for the development of the new media market for sports events in China.