我国新媒体体育赛事版权运营困境及出路

Problems and Solutions in Copyright of New Media Sport Operation in China

新媒体改变了体育赛事的传播方式与呈现形式,这种媒介改变同时带来了体育赛事版权运营的新问题。运用文献资料法、逻辑分析法,对我国新媒体体育赛事版权运营困境及其成因进行探析。研究发现我国新媒体体育赛事版权运营中出现赛事版权竞购激烈、版权合理定价缺失、优质赛事资源稀缺、用户消费粘性不足等问题,建议从完善版权政策、打造精致版权、增强用户付费习惯、强化体育赛事版权的保护力度等途径,实现新媒体体育赛事版权的良性运营。

The new media has changed the mode of transmission and presentation of the copyright of sports events,and exposed the drawbacks of the copyright operation of New media sports events in China.Based on the study of the connotation and characteristics of the copyright of new media sports events,this paper analyzes the predicament and causes of the copyright operation of new media sports events in China,and puts forward some countermeasures by using the method of literature and logic analysis.It is concluded that there are some problems in the operation of new media sports events,such as high price of copyright market,uneven quality of events and insufficient stickiness of user consumption.It is suggested that it should perfect copyright policy,standardize the trading market,make sports events,create fine copyrights and enhance the user’s paying habits to realize the benign operation of the copyright of new media sports events.