试论新媒体背景下体育赛事转播权的价值创造及其实现方式

On the Value Creation and Realization of the Broadcasting Right of Sports Events under the New Media

近年来,具有技术优势的新媒体是刺激体育赛事转播权市场价值的重要根由之一,并且催生了转播权市场上价值创造的跨越式兴盛。研究内容:1)通过回顾媒介技术嵌入体育赛事而引发的变化来对其转播权市场的价值演化进行梳理;2)结合有关价值链理论和三次售卖理论观点界定新媒体背景下体育赛事转播权的价值创造活动,并以生产要素线索探讨价值创造活动的结构和特征,同时对其中产生的价值循环与增值予以判辨和阐释;3)从“行为主体和关系”的角度对价值创造的实现方式进行定义,进而借由平台经济学的视角对价值创造活动中各参与主体间的特定联结进行剖析,阐述和归纳整个过程中价值创造的实现方式。研究认为:1)体育赛事转播权的市场价值在技术要素的作用下是一种竞争和试错的过程;2)新媒体背景下体育赛事转播权价值创造的变化取决于赛事生产者、新媒体转播方和观众用户的共同利益诉求,且价值创造活动的过程存在3种特征:实现供给和需求匹配,实现技术要素与智能化、互动化的契合,实现优化配置内部资源,形成规模经济效应;3)价值创造活动的实现方式主要是通过各参与主体间的货币流、物质流、服务流以及信息流完成,并且具有交叉网络正外部性和多边交互性的互动关系特征。

In recent years,the new media with technical advantages is one of the important roots to stimulate the market value of sports broadcast rights,and has given birth to the leaping prosperity of value creation in the broadcast rights market.The research content is as follows:1)combing the value evolution of the broadcast rights market by reviewing the changes caused by the embedding of media technology in sports events;2)defining the value creation activities of sports events in the context of the new media with the view of the value chain theory and the three-sale theory,and exploring the structure and characteristics of the value creation activities with the clues of the factors of production,and at the same time judging and explaining the value cycle and valueadded generated by them;The realization of value creation is defined from the perspective of platform economics to analyze the specific connection between the participants in the value creation activities,and to explain and summarize the realization of value creation in the whole process.The research holds that:1)the market value of sports event broadcasting rights is a process of competition and trial and error under the role of technical factors;2)the change of the value creation of sports event broadcasting rights under the background of new media depends on the common interests of event producers,new media broadcasters and audience users,and the process of value creation activities has three characteristics:To achieve supply and demand matching,to achieve the matching of technical elements with intelligence and interaction,to optimize the allocation of internal resources,to form economies of scale;3)The realization of value creation activities is mainly done through the currency flow,material flow,service flow and information flow among the participating subjects,and has the characteristics of cross-network positive externality and multilateral interaction.