ESPN与我国体育赛事节目市场开发比较及启示

Comparison and Enlightenment of Sport Event Program Market Development Between ESPN and China

ESPN是美国最大的体育赛事节目转播平台,不仅拥有丰富体育赛事节目资源,而且具有成熟的体育赛事节目市场开发经验,然而,我国体育赛事节目市场开发能力非常弱。为了给中国体育赛事节目市场开发提供借鉴,采用文献资料及逻辑思维法分析了体育赛事节目概念、分类,ESPN的体育赛事节目市场开发背景、过程、特征;比较分析了腾讯视频、苏宁体育与ESPN的体育赛事节目市场差异。研究结果显示:ESPN市场开发经历了3个阶段,具有多元化发展渠道。腾讯视频、苏宁体育各自具有不同的盈利模式。与ESPN相比,我国体育赛事新媒体播放平台处于发展初期,处于亏损阶段;ESPN注重塑造体育赛事节目内容的品牌化,重金打造体育赛事节目的可观赏性;美国观众付费观赛由来已久,会员付费占据体育赛事节目市场开发的2/3以上;中国观众付费观赛理念较差,会员付费观赛处于培育期;虽然中国本土体育赛事节目转让费用大幅度上升,与美国四大职业联赛相比还有很大差距;美国对体育赛事节目的法律保护环境优于中国体育赛事节目保护环境。最后提出了我国体育赛事节目市场开发要提高国民体育素养,制作优质的体育赛事节目,提高体育赛事节目产业链上、中、下游之间各利益相关者的协同配合,加强体育赛事节目的法律保护,加强体育竞赛市场的治理等启示。

ESPN has been the largest sports event broadcast platform in the United States,which not only has rich sports event program resources,but also has mature experience in sports event program market development.However,ability of sports event program market development has been very weak in china.In order to provide some reference for the development of sports event programs in China,this paper analyzed the concept and classification of sports event programs,the background,process and characteristics of ESPN’s sports event program market development,and compared and analyzed the market differences of Tencent Video,Suning Sports and ESPN’s sports event programs by the method of literature and logic.The results showed that ESPN market development had last three stages and had diversified developing channels.Tencent Video and Suning Sports had their own unique profit models.Compared with ESPN,the new media broadcasting platform of sport events was in the initial stage of development and in the stage of loss in China;ESPN focused on shaping the branding of sports event content and invests heavily in creating the appreci-ation of sports events programs.American audiences had paid for watching games for a long time.Members paid accounts for more than two-thirds of the development of the sports event market;Chinese viewers had a poor idea of paying for watching matches,and member paying for watching matches was in the cultivation period;Although the cost of transferring Chinese domestic sports events had increased significantly,there was still a large gap compared with the four major professional leagues in the United States;The legal protection environment of American sports program was better than that of Chinese.Finally,It put forward the enlightenment that the development of sports event program market in China should improve national sports literacy,produce high-quality sports event programs,improve cooperation among stakeholders in the industry chain of sports event programs,strengthen legal protection of sports event programs,and strengthen governance of sports competition market,etc.