体育IP资产的商业拓展研究

Research on Business Outreach of Sports IP Assets

随着我国体育产业不断发展,国务院颁布《关于加快发展体育产业促进体育消费的若干意见》,国家体育总局下发《体育产业发展"十三五"规划》,体育IP资产逐渐成为重要的商业拓展对象。本文主要分析体育IP资产目前商业拓展受到国家和政府的高度重视,将体育IP的商业拓展作为提高国民生产总值的重要力量,但是体育IP商业拓展过程存在不均衡发展的现状。同时,总结出了我国体育IP资产商业拓展存在自身局限性、缺乏自主IP、体育IP人才不足,IP产业链不完整等问题,指出我国体育IP资产商业拓展应该从政府放权、专业性人才的培养、打造特色体育IP和多产业融合IP的角度出发,总结出一套具体的体育IP商业拓展模型;利用"互联网+",提高我国体育IP资产的整体结构布局,促进多产业融合发展,打造具有中国特色的体育IP。

With the China’s 13th Five-Year Plan issued by the State Council,the development of sports industry has been gradually accelerated.This paper mainly analyzes that the current business development of sports IP assets is highly valued by the state and the government.The commercial development of sports IP is regarded as an important force to improve the gross national product,but there is an unbalanced development in the process of sports IP business development.At the same time,this paper summarizes the problems of China’s sports IP assets business development,such as its own limitations,lack of independent IP,lack of sports IP talents,and incomplete IP industry chain.It is pointed out that the commercial development of sports IP assets in China should start from the perspective of government decentralization,professional personnel training,creating characteristic sports IP and multi industry integration IP,and then summarize a set of specific sports IP business development model.Using"Internet+"to improve the overall structure of China’s sports IP assets,promote the development of multi industry integration,and create sports IP with Chinese characteristics.