基于SCP框架的中国体育传媒产业组织分析
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摘要
以产业组织理论中的SCP范式为基本框架,从市场集中度、产品差异化、进入及退出壁垒三个方面分析了中国体育传媒产业市场结构,从新媒体付费会员模式、品牌塑造、全内容营销、融资与战略合作四个方面分析了中国体育传媒产业的市场行为。研究表明,我国体育传媒产业产品差异化明显,市场结构呈现竞争发展趋势。不同企业纷纷采取付费会员制、品牌建设、整合营销、融资等营销策略,以扩大经济规模,提高市场占有率。提出了我国体育传媒产业发展的建议:量化版权回报,均衡投入;加强转播内容和技术的创新与更新,寻求市场合作;加强立法保障,维护体育传媒行业的权利。
Based on the SCP paradigm of industrial organization theory, the paper analyzes the market structure of China's sports media industry from three aspects of market concentration, product differentiation, entry and exit barriers, and analyzes the market behavior of China's sports media industry from four aspects of new media paying membership model, brand shaping, full content marketing, financing and strategic cooperation. The research shows that the product differentiation of sports media industry in China is obvious and the market structure presents a competitive development trend. Different enterprises have adopted paid membership system, brand building, integrated marketing, financing and other marketing strategies to expand the economic scale and increase market share. The paper proposes to quantify copyright return, balance investment, strengthen the innovation and renewal of broadcast content and technology, seek market cooperation and strengthen legislative protection to safeguard the rights of sports media industry.
Based on the SCP paradigm of industrial organization theory, the paper analyzes the market structure of China's sports media industry from three aspects of market concentration, product differentiation, entry and exit barriers, and analyzes the market behavior of China's sports media industry from four aspects of new media paying membership model, brand shaping, full content marketing, financing and strategic cooperation. The research shows that the product differentiation of sports media industry in China is obvious and the market structure presents a competitive development trend. Different enterprises have adopted paid membership system, brand building, integrated marketing, financing and other marketing strategies to expand the economic scale and increase market share. The paper proposes to quantify copyright return, balance investment, strengthen the innovation and renewal of broadcast content and technology, seek market cooperation and strengthen legislative protection to safeguard the rights of sports media industry.
引文
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[12] Davies C.Copyright and sport broadcasting in Australia and England[J].Sport Law Ejournal,2015(4):26.
[13] 王迁.论体育赛事现场直播画面的著作权保护[J].法律科学,2016(1):182-191.
[14] 黄世席.欧盟体育赛事转播权法律问题研究[J].法学评论,2008(6):77-85.
[2] 高远洋.体育与娱乐营销[M]北京:电子工业出版社,2002:7.
[3] 艾岚,阎秀萍.基于SCP范式的中国传媒产业组织分析[J].河北经贸大学学报,2014(9):111-117.
[4] 汪文斌.联盟互动借船造势打造网络新传媒平台——央视网奥运报道之回顾与思考[J].电视研究,2008(12):25-26.
[5] 陈立春,王梓祎.体育“粉丝经济”的社交媒体营销[J].体育成人教育学刊,2018(2):41-44.
[6] 孙海燕,于芳.全媒体语境下我国体育媒体发展的SWOT分析——以全球化为视角[J].湖北体育科技,2015(3):214-216.
[7] 张凯.体育赛事版权引入热的冷思考与应有方略[J].山东体育学院学报,2016(4):16-20.
[8] 王志学,张小军,姜同仁,我国体育赛事媒体版权运营的困境与突破[EB/OL].[2017-08-31].http://kns.cnki.net/kcms/detail/61.1198.G8.20170831.1624.010.html/.
[9] 安福秀,黄丽娟,宁猛.中国体育电视媒体发展困境与出路—以体育版权为视角[J].成都体育学院学报,2014(11):1-6.
[10] 王志学,张勇,王雅琴.我国体育版权的热竞购与冷思考[J].武汉体育学院学报,2016(12):55-60.
[11] 李劼.如何高效运营体育赛事版权[N].中国新闻出版广电报,2016-06-16.
[12] Davies C.Copyright and sport broadcasting in Australia and England[J].Sport Law Ejournal,2015(4):26.
[13] 王迁.论体育赛事现场直播画面的著作权保护[J].法律科学,2016(1):182-191.
[14] 黄世席.欧盟体育赛事转播权法律问题研究[J].法学评论,2008(6):77-85.