体育赛事媒体版权产业链的理论建构与基础路径
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摘要
通过文献资料、文本分析、专家访谈等研究方法对体育赛事媒体版权及产业链概念界定的基础上,对我国体育赛事媒体版权产业链的基本构成、运行现状、运行动力、运行机制、基础路径等进行了探讨。我国体育赛事媒体版权运行中存在着版权需求旺盛、价格高和变现乏力,产业链较短且内涵不足,产业链运行中供需失衡,产业链运行水平低、国际化不足,存在资本运作乱象等问题。分析认为体育赛事媒体版权产业链主要包括上游的赛事组织、中游的媒体、下游的衍生产品市场等;对体育赛事版权进行产业链化运行有利于产业链各环节企业交易成本的节约、有利于提升组织的经营效率,进而提升整个产业的竞争力。良好的产业链运行必须遵循包括价值生成、信任契约、沟通协商、利益共享和风险共担、竞争合作和监督激励在内的机制。提出了争取政策支持,优化赛事消费环境;"前向延伸"进行赛事资源的储备孵化;中游拓展、多层级开发,提升各环节能级;下游延伸,捕捉风口,跨界整合,延伸产业链空间等产业链发展基础路径。
Through literature,text analysis and expert interviews, the concept of media copyright and industrial chain of sports events was defined. The basic composition, operation status, operational motivation, operational mechanism and the basis path of the media copyright industry chain of sports events in China are discussed. In the operation of media copyrights in China's sports events, there are strong demand for copyright, high prices and weak liquidity, short industrial chain and insufficient connotation, imbalance between supply and demand in the operation of industrial chain, low level of industrial chain operation, insufficient internationalization, and chaotic capital operation. problem. The analysis believes that the media copyright industry chain of sports events mainly includes the upstream event organization, the media in the middle reaches, the downstream product market, etc. The industrial chain operation of the sports event copyright is conducive to the saving of transaction costs of all links in the industrial chain. Improve the operational efficiency of the organization and thus enhance the competitiveness of the entire industry. Good industry chain operations must follow mechanisms including value generation, trust contracts, communication and negotiation, benefit sharing and risk sharing, competitive cooperation and supervisory incentives. It is proposed to strive for policy support and optimize the consumption environment of the event; "forward extension" to carry out the reserve incubation of the event resources; the expansion of the middle reaches, the multi-level development, and the improvement of the energy levels of each link; the downstream extension, the capture of the feng shui, the cross-border integration, and the extension of the industry The basic path of industrial chain development such as chain space.
Through literature,text analysis and expert interviews, the concept of media copyright and industrial chain of sports events was defined. The basic composition, operation status, operational motivation, operational mechanism and the basis path of the media copyright industry chain of sports events in China are discussed. In the operation of media copyrights in China's sports events, there are strong demand for copyright, high prices and weak liquidity, short industrial chain and insufficient connotation, imbalance between supply and demand in the operation of industrial chain, low level of industrial chain operation, insufficient internationalization, and chaotic capital operation. problem. The analysis believes that the media copyright industry chain of sports events mainly includes the upstream event organization, the media in the middle reaches, the downstream product market, etc. The industrial chain operation of the sports event copyright is conducive to the saving of transaction costs of all links in the industrial chain. Improve the operational efficiency of the organization and thus enhance the competitiveness of the entire industry. Good industry chain operations must follow mechanisms including value generation, trust contracts, communication and negotiation, benefit sharing and risk sharing, competitive cooperation and supervisory incentives. It is proposed to strive for policy support and optimize the consumption environment of the event; "forward extension" to carry out the reserve incubation of the event resources; the expansion of the middle reaches, the multi-level development, and the improvement of the energy levels of each link; the downstream extension, the capture of the feng shui, the cross-border integration, and the extension of the industry The basic path of industrial chain development such as chain space.
引文
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[18]张维迎.信息、信任与法律[M].上海:三联书店出版社,2003:10-30.
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[23]阮伟.赛事:城市动态传播之灵魂[M].北京:中国社会科学文献出版社,2014,11:331,403.
[2]李颖.新媒体时代下我国体育版权贸易的现状和主要问题[D].北京:对外经济贸易大学,2016:11.
[3]林小爱,刘丹.体育知识产权若干热点问题研讨会综述[J].武汉体育学院学报,2018(2):26-30.
[4]毕雪梅.体育版权交易的发展趋势及对国内体育媒体的启示[J].电视研究,2014(3):62-64.
[5]KRITZER P E.Copyright Protection for Sports Broadcasts and the Public Right of Access[J].IDEA Today,1971,15(3):384-404.
[6]FULLAGAR I.Broadcast News:Who Owns the Rights to a Sporting Event,in Particular the Broadcast Rights?[J].Sports Australia,1999,2(3):86-87.
[7]OSBORNE,BARBARA,BATISTA,PAUL J.Time Out!Federal Court Decision Clarifies Ownership of Broadcast Rights in High School Sports Events[J].Sport Marketing Quarterly,2012,21(1):53.
[8]WEATHERILL,STEPHEN.The Sale of Rights to Broadcast Sporting Events under EC Law[J].International Sports Law Journal,2006(4):3-15;17-25;27.
[9]JACKIE BURKA,ANDY WARREN.Event Brief of Discovery Communications,Inc Receives All TV and Multiplatform Broadcast Rights in Europe for 2018-2024 Olympic Games from The International Olympic Committee-Final[N].Fair Disclosure Wire(Quarterly Earnings Reports),2015-6-29.
[10]王欣,王珊珊,高攀.信息产业链形成动因研究[J].东北电力大学学报,2011(3):84-88.
[11]赵曙光.从注意力竞争到产业链竞争[J].2014(6):114-125.
[12]曾文莉.新格局下的体育传播研究---2017年第四届体育传播国际论坛述评[J].成都体育学院学报,2018,44(2):37-42.
[13]王凯.体育赛事版权引进热的冷思考与应有方略[J].山东体育学院学报,2016,32(4):16-20.
[14]MALAYA E,LORTASUA,ROBERTSB J,and SYVERSONC.Network Structure of Production[J].PNAS Early Edition,2011(1):1-4.
[15]刘贵富.产业链运行机制模型研究[J].财经问题研究,2007(8):38-42.
[16]袁艳平.战略性新兴产业链构建整合研究[D].成都:西南财经大学博士学位论文,2012:6.
[17]邢彦辉“互联网+”视域下网络视频产业链的优化[J].当代传播,2017(3):90-93.
[18]张维迎.信息、信任与法律[M].上海:三联书店出版社,2003:10-30.
[19]Attaran M.Industrial Diversity and Economic Performance in U.S.Areas[J].Annals of Regional Science,1986(20):44.
[20]迈克尔·波特(Michael Porter).国家竞争优势[M].中信出版社出版,2007:36.
[21]TOM EVENS,PETROS LOSIFIDIS,PAUL SMITH.The Political of Television Sports Rights[M].PALGRAVEMACMILLAN:2013.
[22]宋扬.IP热背景下体育版权价值全产业链开发策略[J].中国出版,2017(10):55-58.
[23]阮伟.赛事:城市动态传播之灵魂[M].北京:中国社会科学文献出版社,2014,11:331,403.