棋牌大全下载安装

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                          1. 当前位置: 代写一篇论文多少钱 > 体育论文 > 中超联赛转播权运营问题与国外经验启迪

                            中超联赛转播权运营问题与国外经验启迪

                            时间:2019-02-26 14:26作者:罗恒
                            本文导读:这是一篇关于中超联赛转播权运营问题与国外经验启迪的文章,体育赛事转播权是指体育赛事组织或主办单位在举办体育比赛和体育表演时,授权各类专业体育公司和媒体制作体育赛事视频而获取收入的一种权利。

                              摘    要: 研究体育赛事转播权运营机制,有助于促进体育赛事转播权的市场开发,实现体育赛事转播权的良性运营。对美国国家橄榄球联盟(NFL)转播权运营机制进行分析,旨在探索出美国国家橄榄球联盟(NFL)转播权运营的高效机制,给予我国体育赛事转播权运营机制以启示。研究表明,组织体系、营销机制以及分配机制是保障美国国家橄榄球联盟(NFL)转播权高效运营的机制;中超联赛转播权运营机制主要存在产权归属模糊、市场开发不足以及利益分配不合理的问题。建议:加速足协权利更迭,推进联赛市场化管理;以精品赛事打造为基础,构建多元化产业生态;创新利益分配模式,促进联赛均衡竞争。

                              关键词: 美国国家橄榄球联盟; 转播权; 运营机制; 中超联赛;

                              Abstract:棋牌大全下载安装 The study of the operation mechanism of sports event broadcasting right is helpful to promote the market development of sports event broadcasting right and to realize the sound operation of sports event broadcasting right.This paper analyzes the operation mechanism of(NFL) broadcasting right in American National Rugby League, in order to explore the efficient operation mechanism of(NFL) broadcast right in American National Rugby League, and to give inspiration to the operating mechanism of broadcast right in China's sports events.The results show that the organizational system, marketing mechanism and distribution mechanism are the mechanisms to ensure the efficient operation of the NFL broadcasting rights; the operation mechanism of the broadcast rights of the Chinese Super League mainly has the problems of vague ownership of property rights, inadequate market development and unreasonable profit distribution. Market management, building diversified industrial ecology on the basis of high-quality competitions, innovating profit distribution model and promoting balanced competition of League matches.

                              Keyword:棋牌大全下载安装 NFL; Broadcast rights; Operating mechanism; Chinese Football Association Super League Games;

                            棋牌大全下载安装   TIYUSAISHIZHUANBOQUANSHIZHITIYUSAISHIZUZHIHUOZHUBANDANWEIZAIJUBANTIYUBISAIHETIYUBIAOYANSHI,SHOUQUANGELEIZHUANYETIYUGONGSIHEMEITIZHIZUOTIYUSAISHISHIPINERHUOQUSHOURUDEYIZHONGQUANLI[1]。ZUOWEISHIJIESHANGZUIJUSHANGYEJIAZHIDETIYULIANMENG,MEIGUOGUOJIAGANLANQIULIANMENG(National Football League,YIXIAJIANCHENGNFL)ZAI2006-2007SAIJIZHUANBOQUANSHOURU30.85YIMEIYUAN,ZHANSAIJIZONGSHOURUDEJIN50%。DAO2014-2021NIANNFLMEISAIJIYUCBS、FOXYIJINBCDENGJIDAQUANMEIGUANGBOGONGSIQIANDINGDEZHUANBOHETONGGONGJI31YIMEIYUAN,ZAIJIASHANGYUESPNDANDUQIANDINGDEZHUANBOHETONGYIJINFL“ZHOUSIYESAI”ZHUANBOQUANSHOUYI,NFLZAIMEIGUOBENTUDEZHUANBOQUANSHOUYIJIUYIJINGCHAOGUO50YIMEIYUAN[2],CHUANGZAOLETIYUSAISHIZHUANBOQUANSHOURUDEXINLISHI。

                              XIANGBIZHIXIA,ZUOWEIWOGUOZHIYEHUACHENGDUZUIGAODEZHONGCHAOLIANSAI,2016SAIJIZHONGCHAOLIANSAIZHUANBOQUANSHOUYIZHIZHANSAIJIZONGSHOURUDE14%,YUZHIXIANGCHASHENYUAN。DANGQIAN,XINMEITIBEIJINGXIAZHUANBOQUANSHICHANGYUNYINGJIZHIDEBUWANSHANSUODAOZHIDEZHUANBOQUANLONGDUAN、SAISHIYINGXIANGLIXIAJIANGYIJIBANQUANERCIFENPEISHIHENGDENGZHUDUOYIXILIEWENTIYICHENGWEIZUAIZHONGCHAOLIANSAISHANGYEHUAFAZHANDEZHONGYAOYUANYIN。YINCI,TANSUONFLDEZHUANBOQUANYUNYINGJIZHI,JIEHEZHONGCHAOLIANSAIZHUANBOQUANYUNYINGDESHIJIQINGKUANG,TICHUCHUANGXINFAZHANLUJING,DUIYUCUJINZHONGCHAOLIANSAINAIZHIWOGUOTIYUSAISHIZHUANBOQUANDESHICHANGKAIFAHEYUNYINGJUYOUJIJIDEJIEJIANYIYI。

                              1、 NFL转播权运营机制分析

                              体育赛事转播权运营机制是指以赛事转播权的开发运作为主而形成的包括转播权运营现状、组织体系、营销机制、分配机制以及配套条件等在内的有机联系。NFL转播权运营机制的高效性主要表现在其组织体系、营销机制以及分配机制三个方面。
                             

                            中超联赛转播权运营问题与国外经验启迪
                             

                              1.1、 NFL转播权运作的组织体系

                              NFLSHILIANMENGHEJULEBUHEZUOJINGYINGDEZUZHI,LIANMENGSHINFLYUNZUOTIXIDEHEXIN,SHIYOU32JIAJULEBUTONGGUOQIYUEDEXINGSHI,JIANGBUFENQUANLIWEITUOYULIANMENG,TONGYIFUZELIANSAIDEJUTIYUNZUO(JIANTU1),SHIWANQUANYOUSHEHUIZIBENZUJIANDEZHIYETIYULIANMENG。JULEBUSHINFLDEJIBENZUCHENGDANWEI,JIDULICUNZAI,YOUYULIANMENGJIEHEWEIYIGEZHENGTI[3]。ZAILIANMENG,DONGSHIHUIYONGYOUZUIGAOQUANLI,ZONGCAIHEGEZHINENGBUMENSHUYULIANMENGGUYUAN,JUTIGUANLILIANMENGDEXIANGYINGSHIYI;QIUYUANGONGHUISHIDAIBIAOQIUYUANDELIYI,FUZEYULIANMENGJINXINGLAOZITANPAN,WEIHUQIUYUANDEQIESHENLIYI。NFLXIASHEYOUSAISHIYUNYING、CAIWU、MEITI?SHANGWU、LAOGONG、DONGSHI?QITAWEIYUANHUIDENGBUMENDUILIANSAIJUTISHIWUJINXINGGUANLI。QIZHONGMEITI?SHANGWUBUSHINFLSHANGYEHUAFAZHANZHONGDEZHONGYAOJIGOU,MEITIBUZHUYAOFUZELIANSAIDEZHUANBOQUANSHICHANGDEKAIFAHEJIZHIDEYUNYING,SHANGWUSHIWUBUZEZHUYAOFUZEHEZUOHUOBAN、ZANZHUSHANGDESHANGYEHUODONG,YIJIGUOJISHICHANGDETUOZHANDENG[4]。ZAIZHEIYEYIZUZHIJIGOUXIA,GEBUMENFENGONGMINGQUE,ZHIZEMINGXI。NFLSAISHIDEZHUANBOQUANHESHANGYEKAIFAQUANBEIJULEBUSHOUQUANLIANMENGTONGYIYUNZUO,JULEBUXIANGYOUSAISHISUOYOUQUAN,LIANMENGXIANGYOUSAISHIZHUANBOQUANSHICHANGKAIFAYUYINGXIAODENGJUTIDEJINGYINGQUAN。JULEBUTONGGUOLIANMENGZONGSHOURUDETONGYIPINGJUNFENPEI,YIJIBUFENMENPIAO、SHANGPINXIAOSHOUSUODEHUOQUXIANGYINGDESHOURU。LIANMENGZETONGGUOGAODUDEZIYUANLONGDUANJIZHIYIJIGAOXIAODEGUANLI,SHIXIANZHENGTILIYIZUIDAHUA。

                              图1 NFL组织结构图
                            图1 NFL组织结构图

                              1.2 、NFL转播权的市场营销策略

                              NFLDEZHUANBOQUANSHOURUSHIBEIMEISIDAZHIYETIYULIANSAIZHONGZUIGAODE,YUEZHANQIZONGSHOURUDEJIN50%。ZAOZAI1939NIAN,NFLJIUCHANGSHIYUGUANGBODIANSHITAIHEZUO,BINGYUDANGNIANJINXINGLENFLLISHISHOUCIDIANSHIZHIBO。1962NIANNFLYUCBSQIANSHULELIANMENGFANWEINEIDIYIFENJIAZHI465WANMEIYUANDEZHUANBOQUANHETONG。ZI1982NIANYILAI,NFLDEZHUANBOQUANSHOURUGENGSHIYILUGAOZHANG,CONG1982NIANDEMEISAIJI4.2YIMEIYUAN,DAO2014-2021NIANMEISAIJI52.7YIMEIYUAN,ZAIJIN40NIANLI,NFLGUONEIDEZHUANBOQUANSHOURUZHANGLE10BEIZHIDUO[5]。NFLZHUANBOQUANYINGXIAOZHISUOYINENGQUDERUCIDADECHENGGONG,(1)SHOUXIANSHIYINWEINFLZHUANBOQUANYINGXIAOXIANGSHOUFANLONGDUANFAHUOMIAN,KEYICAIYONGGUIMOJINGYING,JIZHONGTONGYIXIAOSHOUDEYINGXIAOMOSHI。GAIMOSHIJIAODACHENGDUDEZENGQIANGLESAISHIZUZHIDEMEIJIEYIJIANENGLI,WEISHIXIANNFLZHUANBOQUANSHOUYIZUIDAHUADAXIALELIANGHAOJICHU;(2)NFLSHIFENZHUZHONGSAISHIPINZHIDETISHENG,BINGJIANGQIZUOWEINFLDEHEXINCHANPINJINXINGKAIFA。CHUANBOXUELILUNRENWEIJINZHANG,JILIEERFUYOUXUANNIANDEBISAISHITIYUSAISHIXIYINSHOUZHONGYANQIUDEGUANJIAN。NFLYINQIGAOPINZHISAISHIERXIYINDAOGENGDUOGUANZHONGGUANKANBISAI,JIZHUANBOSHANGDAILAIJUDADESHANGYEJIAZHI,CONGERGUANGSHOUGEDAGUANGBODIANSHITAIDEQINGLAI;(3)JINRUXINMEITISHIDAI,NFLGENGWEIZHUZHONGZHUANBOQUDAODETUOZHANHEXINDECHUANMEICHANPINKAIFA,GENJUBUTONGMEITIPINGTAI,JIANGZHUANBOQUANFENCHENGDIANSHIZHIBOQUAN、WANGLUOZHIBOQUANSAISHITEBIEJIEMUYIJILIUMEITIZHIBOQUANDENGBUTONGDELEIBIE;BINGJIANGBUTONGSHIJIANDUANBUTONGJIEDUANDEBISAIZHUANBOXIFENCHUSHOUJIBUTONGDEZHUANBOPINGTAI,YIMANZUXIAOFEIZHEDEDUOYUANHUAXUQIU;WEIXIYINQIUMIFUFEIGUANSAI,HAITEBIEDAZAOLE“ZHOUSIYESAI”“ZHOURIYESAI”TEBIEJIEMU,YUCITONGSHI,HAIJIJITUOZHANHAIWAIZHUANBOQUANSHICHANG,MUQIAN,NFLGUOJIGONGSIYIYONGYOUCHAOGUO30JIAHEZUOZANZHUSHANG;(4)MEIGUOGUONEICHENGSHUDEFUFEIDIANSHISHICHANG;DIANZIYINGYANJISHU,HUIFANGDAPINGMUYIJITUXIANGCAIJIDENGCHUANGXINJISHUZAITIYUSAISHIZHUANBOZHONGDESHOUCIYUNYONG;BISAIZHONGCHANGSHIDUANYULEHUODONGDEANPAI;CHAOJIWANDE“GUANGGAOCHUANGYIDADIAN”[6];YUCITONGSHI,JULEBUHAIHUIANPAIQIUYUANCANJIASHEQUYIWUHUODONG、ZHICHIBANGZHUQIUMIYIJILIYUMINGXINGQIUYUANXIAOYINGJIFARENMENDEAIGUOQINGHUAI,YITUCHUNFLDUISHEHUIDEGONGXIAN,SHULILIANGHAODEGONGZHONGXINGXIANGDENG,ZHEIYESHINFLZHUANBOQUANKAIFAQUDERUCICHENGGONGDEZHONGYAOYUANYIN。

                              1.3、 NFL转播权的收益分配机制

                              NFLZHISUOYINENGCHENGWEISHIJIEZUIJUSHANGYEJIAZHIDETIYULIANSAI,YUQISHOUYIFENPEIJIZHIMIQIEXIANGGUAN。NFLCHUANGSHIRENQIAOZHI·HALASICENGSHUOGUO“LIYIGONGXIANGLINIANSHINFLDEJICHU,ZAIZHEIGEJICHUSHANGNFLDEYIJIANLI,GONGXIANGLINIANZAITIYUCHANYEZHONGSHISHIWUQIANLIDE”。NFLJIANGJIZHONGXIAOSHOUHUODEDEQUANBUZHUANBOQUANSHOUYI,YIJINFLGEJULEBUTONGGUOQUANGUOXINGZANZHU、MENPIAOSHOURUYIJI12%DESHANGPINSHOURUJIAOYOULIANMENGTONGYIJINXINGPINGJUNFENPEI[7]。NFLDESHOUYIGONGXIANGJIZHI,YIFANGMIANBAOZHENGLEQIUDUISHOURUDECHAJUBUHUITAIDA,GEJULEBUDOUYOUJINGJISHILIFAZHANQIUDUIDEYUNDONGCHENGJI,TIGAOQIUDUIJINGJISHUIPING,SHIDELIANMENGZHENGTIJINGZHENGXINGHEGUANSHANGXINGDEYIBAOZHENG;LINGYIFANGMIAN,NFLDESHOUYIFENPEICELVECONGYUANTOUSHANGDUJUELELIANGJIFENHUAXIANXIANGDECHUXIAN,BIMIANLELEISIYUYOUWENTUSIHEGUOJIMILANDUIYIJIALIANSAIDELONGDUAN,YIJIGUANGZHOUHENGDAJULEBUDEZHONGCHAO7LIANGUANDENGQINGKUANGDECHUXIAN,SHIDESUOYOUQIUDUINADAO“CHAOJIWAN”DEJILVSHIYIYANGDADE。TONGCHANGRENWEI,BISAIJIEGUODEBUQUEDINGXINGHEJILIECHENGDUSHIJINGSAICHANPINZHILIANGDEHENGLIANGBIAOZHUN,DANGYIZHIQIUDUIZAILIANMENGLIZHANGQIZHANJUTONGZHIDIWEISHI,GUANKANBISAIDEGUANZHONGHEQIUMISHULIANGHUIJIANGDI,ERDANGBISAIJILIECHENGDUGAOSHI,GUANKANBISAIDERENSHUZEHUIZENGJIA[8]。YINCI,NFLDELIYIGONGXIANGYUANZEYOULIYUTIGAOSAISHIDEJINGSAIPINZHI,CUJINLIANMENGGEJULEBUJINGZHENGXINGPINGHENG。CONGERJINYIBUCUSHILIANMENGZHUANBOQUANDEJINGJIXIAOYIZUIDAHUA。CIWAI,GAILIYIFENPEIJIZHITONGGUOFAZHANJIAOHAODEQIUDUINACHUBUFENSHOUYIBUTIEYIXIEXIAOSHICHANGQIUDUI,JIANGDILEGEJULEBUDEJINGYINGFENGXIAN,YINGLIXINGQUEZENGJIALE,ZAIYIDINGCHENGDUDUJUELEJULEBUCHANQUANRENPINFANGENGHUANXIANXIANGDECHUXIAN[9],WENGULIANMENGFAZHANDETONGSHI,YESHULILEHAODEGONGZHONGXINGXIANG。

                              2、 中超联赛转播权运营机制存在的问题

                              2.1、 产权归属模糊

                            棋牌大全下载安装   ZHONGGUONANZIZUQIUZIBURUZHIYEHUAJINCHENGYILAI,YIZHIBANSUIZHECHANQUANGUISHUMOHU、FAZHANFANGXIANGBUMINGDENGWENTIDEKUNRAO。GENJUZHONGCHAOLIANSAIZHANGCHENG,ZHONGGUOZUXIEYIZHAO《ZHONGCHAOLIANSAIZUZHIGUANLIBANFA》DUIZHONGCHAOLIANSAIJINXINGZUZHIGUANLI,SHILIANSAIDEZHUBANFANG;XIASHEYOUZHONGCHAOLIANSAIGONGSI,FUZEZHONGCHAOLIANSAIDEJUTISHANGWUYUNYING,QIZHONGZHONGGUOZUXIECHUZI100WANYUAN,ZHAN20%DEGUQUAN,QITA16JIAJULEBUGEZHAN4%,SHENGXIADE16%ZUXIEYULIUDAICHI,QIEZUXIEYONGYOUDUIXIUGAIGONGSIZHANGCHENGHEBIANGENGGONGSIXINGZHIHUOGONGSIJIETIDENGZHONGDAWENTIDEFOUJUEQUAN[10]。2012NIANZHONGGUOZUXIEYILIANSAIZHANGCHENGSHELILE“ZHIYELIANSAILISHIHUI”,FUZELIANSAIXIANGGUANSHIYI,YIQISHIXIANLIANSAIDE“GUANBANFENLI”。DANSHIZEBURAN,ZHONGGUOZUXIE、ZHONGCHAOGONGSIYIJILIANSAILISHIHUIDOUDUIZHONGCHAOLIANSAIXINGSHIYIDINGDEGUANLIQUAN,QIZHONGZHONGGUOZUXIELIYONGCHAOJINGJIXINGSHOUDUANHUODELELIANSAIDEKONGZHIQUANHEHUODECHAOJINGJISHOUYI,YINERYINQILEZHONGCHAOLIANSAIGELIYIXIANGGUANZHEDUIZHONGCHAOLIANSAICHANQUANGUISHUWENTIDEFENZHENG[11]。ZHONGGUOZUXIESHIJIZHISHIZHONGCHAOLIANSAIGUOYOUGUQUANDAIBIAODEWEITUODAILIREN,BINGFEICHANQUANREN[12],QUEYIZHONGGUOZUQIULIANSAISHI“ZHUNGONGGONGCHANPIN”WEIYIJU,ZAILIANSAIZIYUANPEIZHIFANGMIANYONGYOUJUEDUIHUAYUQUAN,DANYOUBUCHENGDANZHEIZHONGXINGWEIDEQUANBUCHENGBEN,ZUIZHONGDAOZHIBAOKUOZHUANBOQUANZAINEIDELIANSAIWUXINGZICHANJIAZHIDEJIANGDI。ZAIWOGUOZUQIUZHIYEHUAFAZHANDECHUQI,ZHENGFUPEIZHIZIYUANJIZHIWEILIANSAIFAZHANTIGONGLEQIANGDADETUIDONGLI。DANSUIZHEZHIYEHUAJINCHENGDESHENRU,XINGZHENGGANYUJIANGHUIDADAJIANGDISAISHIZUZHIDEMEIJIEYIJIAKONGJIAN,SHIDELIANSAIZHUANBOQUANDECHUSHOUJIAGEDIYUSHIJIJIAZHI,QIEYIZHISHIZIBENQUANLICUOPEIYIJIGONGQUANXUNZUDENGXIANXIANGDECHUXIAN,JIDADEZHIYUEZHUANBOQUANSHICHANGDEKAIFA。ZAIMUQIAN“DUOYUANHUA”DEGUANLITIZHIXIA,ZHONGCHAOLIANSAIXIANGYAORUTONGNFLYIYANG,TONGGUOSAISHIZHUANBOQUANDENGWUXINGCHANQUANXIAOSHOUHUOQUJULEBUYUNYINGSUOXUZIJIN,XIANRANHAIYOUJIAOZHANGYIDUANLUYAOZOU。

                              2.2、 市场开发不足

                              TIYUSAISHIZHUANBOQUANDEJIAOYISHUYUSHICHANGXINGWEI。ZAIOUMEITIYUSHICHANGKAIFACHENGDUJIAOGAODEGUOJIA,QITIYUSAISHIZHUANBOQUANKAIFAFEIYONGKEDAZONGSHOURUDE40%–50%。ERXIANGBIZHIXIA,ZHONGCHAOSAISHIZHUANBOQUANSHOUYIZHANBI14%,YUZHIXIANGCHASHENYUAN。XINMEITIBEIJINGXIA,ZHONGCHAOLIANSAIZHUANBOQUANJIAGEYINQIZIYUANDEXIQUEXINGHEGUANGDADEGUANZHUDUERSHUIZHANGCHUANGAOSHI,ZHONGDUOPINGTAIQUEMIANLINZHERUBUFUCHUDEBIANXIANNANTI。LIRU2016NIANLESHITIYUYIMEINIAN3.5YIYUANDEJIAGENAXIAZHONGCHAOLIANSAIWEILAILIANGNIANDEDUJIAXINMEITIZHUANBOQUAN,YINYINGLINENGLIBUZUZHISHIHEZUOZAIYINIANHOUJIARANERZHI。ZHONGCHAOLIANSAIMEITIZHUANBOQUANSHICHANGKAIFABUZU,ZHUYAOSHIYOUYUGUONEIDEFUFEIGUANSAIMOSHIWEIXINGCHENG。GEXINMEITIJIGOUGOUMAIZHUANBOQUANZHIHOU,QIYINGLIZHUYAOYILAIYUGUANGGAO、ZANZHUDENG,ERQITAYINGLIMOSHIZEHAIXUJIAYISHIRI。MEIGUOTIYUDIANSHIPINDAOESPNZAOZAI2013NIANYOUXIANDIANSHIDINGYUEFEIJIUYOU65.41YIMEIYUAN,ZHANZONGSHOURUDEBILVGAODA60%[13]。MEIGUOGUANZHONGFUFEISHOUKANGAOQING、YOUZHIDETIYUSAISHIZHUANBOYIXIYIWEICHANG。XIANGBIZHIXIA,FUFEIGUANSAIMOSHIZAIWOGUOGUANZHONGXIGUANMIANFEIGUANKANBISAIDEQINGKUANGXIAZEHENNANTUIXING。QICI,ZHUANBOQUANFENXIAOBUHELIYINGXIANGLEZHUANBOQUANSHICHANGKAIFA,TEBIESHIZAIYUGUONEIDIANSHITAIDEHEZUOFANGMIAN。YOUYUGEDIFANGDIANSHITAICHENGDANZHIZUOZHUANBOXINHAODERENWU,SHIDEBANQUANFANGDEYIJIAKONGJIANDAFUSUOXIAO,ZUIZHONGCAIQUHEZUODEXINGSHI,DIFANGTAIZHUANBOYIZHUANBOXINHAOZHIZUOZHIJIEHUANLAISUOZAIDIQIUDUIDESUOYOUZHUCHANGSAISHIZHUANBOQUAN,TONGSHIYANGSHIMEILUNJIDONGXINGDEZHIBOLIANGCHANGDEFENXIAOMOSHI。SHICHANGJINGJIXIAZHEIZHONGQUEFAZHENDUIXINGDEFENXIAOMOSHIWUYISHIBULIYULESHITIYU、PPTVDENGXINMEITIDUIZHUANBOQUANSHICHANGDEKAIFA,ZENGJIALEBANQUANFANGDUIYUFUFEIGUANSAIMOSHITUIXINGDENANDU。CIWAI,ZHONGCHAOLIANSAIZHUANBOQUANSHICHANGKAIFAYUSAISHIZHILIANGGUANLIANJIAODA。JINNIANLAI,ZHONGCHAOLIANSAIDEZIBENSHICHANGPENGBOFAZHAN,DANZHENGTIDEJINGJISHUIPINGBINGWEIDEDAOMINGXIANTIGAO,LIANSAIDESAISHIZHILIANGJIAONFLXIANGCHASHENYUAN,ZAIYIDINGCHENGDUSHANGYINGXIANGLEZHUANBOQUANDESHICHANGKAIFA。TIYUSAISHIZHUANBODEZUIDAJIAZHIZAIYUTAJIZHUANBOPINGTAIDAILAIDEPANGDAZHUYILI,ERRUHEJIANGZHEIBUFENZHUYILIZHUANHUAWEIJINGJIJIAZHI,SHENDUYOUXIAODEKAIFAZHUANBOQUANSHICHANGZESHIZHONGCHAOGONGSIHEXINMEITIZHUANBOJIGOUSUOYAONULIDEFANGXIANG。

                              2.3、 利益分配不合理

                            棋牌大全下载安装   LIYISHISHEHUISHENGCHANFAZHANDAOYIDINGJIEDUAN,ZAIDUIYINGSHEHUIGUANXIYUESHUXIADELIYIZHUTIHUODONGXINGWEIYUWAIBUJIEZHIHUODUIXIANGFASHENGZUOYONGGUANXIDECHANWU,QIHEXINNEIRONGZHUYAOWEIRAOZHE“LIYIRUHECHANSHENG、LIYIZENMEFENPEI”ZHEILIANGGEZHONGDIANWENTIYANSHENKUOZHANDE[14]。MUQIAN,ZHONGCHAOLIANSAIZHUANBOQUANZHUYAOCAIYONGDESHIZHENGTIXIAOSHOUCELVE,JIBENSHIXIANLEYUOUMEIDINGJITIYULIANSAIXIANJINLINIANJIEGUI,DANZAILIYIFENPEIFANGMIANWANSHANDEKONGJIANJIAODA。LIYIFENPEIJIZHISHIZHIDUILIYIDEZHANYOUQUANHESUOYOUQUANJINXINGHUAFEN,YIBAOZHENGQIHELIGUISHUYUYUNYONGDEJIZHI,QIZHONGJIBAOKUOQIYENEIBUDEANLAOFENPEI,YEBAOKUOANSHENGCHANYAOSUDEZHANBIDUOSHAOJINXINGFENPEI。ZHONGCHAOLIANSAISHIYOUZHONGGUOZUXIEYUGEJULEBUGONGTONGZUCHENGDE,QIXIANJIEDUANCAIQUDESHIANSUOZHANGUQUANJINXINGFENPEIDEZHIDU,ZUXIEHUODEZHUANBOQUANXIAOSHOUZONGEDE36%,QIYUGEJULEBUFENBIEZHAN4%[15],SHIDIANXINGDEYIQIYELIRUNDEXINGSHIJINXINGNEIBUFENPEI。SUIZHELIANSAIZHIYEHUAJINCHENGDESHENRU,ZHONGCHAOLIANSAIYEYOUGEJULEBUZHIJIEDEJINGZHENGZHUBUXIANGGONGYINGLIANJINGZHENGDEFANGXIANGFAZHAN。GENJUBULAIERDELIYIXIANGGUANLILUN,GONGYINGLIANJINGZHENGZHONG,GELIYIXIANGGUANZHESUOCHENGDANFENGXIANDEDAXIAOSHILIYIFENPEIDUOSHAODEZHUYAOJUEDINGYINSU,LIYIFENPEISHIFOUHELIJIANGHUIZHIJIEYINGXIANGDAOGONGYINGLIANDEXIAOLVHEWENDINGXING[16]。ZHONGCHAOLIANSAIGEJULEBUZHENGSHIYOUYUZIBENTOURUHECHENGDANDEFENGXIANBUHELIERCHANSHENGLEDUILIANSAIDELIYIFENPEIFANGANDEZHIYI,DAOZHILELIANSAIGEJULEBUCHANQUANRENDEPINPINGENGHUAN、LIANSAIXINYUDUXIAJIANGYIJISHEHUIYINGXIANGLIXIAHUADENGWENTIDECHUXIAN,ZHIJIEYINGXIANGLELIANSAIZHUANBOQUANSHICHANGDEKAIFAHEYUNYING。2015NIANBANBUDE《ZHONGGUOZUQIUGAIGEFAZHANZONGTIFANGAN》ZHONGMINGQUETICHUYAOGAIGEZUQIUSAISHIZHUANBOQUANSHOUYIFENPEIJIZHI,QUEBAOSAISHIZHUBANFANGHECANSAIZHUTICHENGWEIZHUYAOSHOUYIZHE。YINCI,ZHEIYEJUEDINGLEZUOWEIZHONGCHAOSAISHIZHUBANFANGDEZHONGGUOZUXIERENGJIANGHUODEJIAODABUFENZHUANBOQUANSHOUYI,ERYAOSHIXIANZUOWEILIANSAIZHUTIDEJULEBULIYIZUIDAHUA,ZEHAIXUYAOCONGLIANSAICHANQUANGUANXI、GUANLITIZHIHEYUNXINGFANGSHIDENGGENBENWENTISHANGJINXINGGAIGEHETUPO。

                              3、 NFL转播权运营机制对中超联赛的启示

                              3.1、 加速足协权利更迭,推进联赛市场化管理

                            棋牌大全下载安装   NFLDESHANGYEHUAFAZHANZHISUOYINENGQUDERUCIAORENDECHENGJI,SHIYINWEINFLCHULECHENGYUANDELIYIWAI,ZISHENMEIYOULIYI,WANQUANSHICHANGHUAYUNZUOHESHANGYEHUAGUANLITIXI,SHIQILIYIZUIDAHUADEMUBIAODEYISHIXIAN。XIANGBIZHIXIA,ZHONGGUOZUQIUXIEZEYILIANSAIGUOYOUGUQUANWEITUODAILIRENDEJIAOSEXINGSHILECHANQUANRENYINGYOUDEQUANLI,QINONGHOUDEXINGZHENGGUANLISECAIYUZIYOUJINGZHENGDESHICHANGJINGJIXIANDEGEGEBURU,YANZHONGZUAILELIANSAIDESHANGYEHUAFAZHAN。YAOTUIJINLIANSAIDESHICHANGHUAGUANLI,(1)SHOUXIANYAOMINGXILIANSAIDECHANQUANGUANXI,CONGFALVCENGMIANGUIFANGEFANGDEXINGWEIZHUNZE。ZHONGGUOZUQIUXIEHUIZUOWEIZHONGCHAOLIANSAIGUOYOUGUQUANDAIBIAODEWEITUODAILIREN,XUFANGQISUOWEIDE“LIANSAICHANQUANREN”DESHENFEN,JIANGLIANSAISUOYOUQUANJIAOYOUGEJULEBUDETOUZIREN,ZUXIEZEHUIGUIQILIANSAIJIANGUANZHEJIAOSE。CONGCHANQUANGUANXISHANGZHENGBENQINGYUAN,BINGFUYIXIANGGUANFALVSHOUDUANLAIQUEDINGGEFANGFALVZERENHEXINGYEGUANLIGUIFAN,CONGERZHENZHENGLISHUNJULEBUYUZUXIEDEGUANXI;(2)ZAIMINGXICHANQUANGUANXIHOU,ZEXUZHUANBIANZUXIEGUANLIZHINENG。ZUXIEZUOWEILIANSAIDEJIANGUANZHE,YINGCONGMUQIANLIANSAILISHIHUIZHONGTUOLICHULAI,TONGGUOJIANGZHONGCHAOLIANSAIGUOYOUGUZHUANWEI“YOUXIANGU+1GUHUANGJINGU”DEXINGSHI,SHIXIANGUDONGZHIJIANKONGZHIQUANHESHOUYIQUANDEHUHUAN[17],ZHENZHENGYIYISHANGJIANGLIANSAIDEJINGYINGQUAN,JUECEQUANJIAOYOULIANMENG,LEISIYUNFLPINQINGZHUANYERENCAIDUILIANSAIJINXINGTONGYIDESHANGYEHUAGUANLIHESHICHANGHUAYUNZUO,ZUXIEZEYI“1GUHUANGJINGU”DEXINGSHIDUILIANSAIDEZHONGDAJUEYIYOUYIPIAOFOUJUEQUAN,YIQUEBAOLIANSAIZHENGTIFAZHANFANGXIANGDEZHENGQUEXING;(3)ZUXIEHAIXUCHENGDANQILIANSAIXIEDIAOZHEDESHENFEN,TONGGUOYUZHENGFUBUMENYIJIQITASHEHUIBUMENJIJIGOUTONG,WEILIANSAIDEFAZHANCHUANGZAOLIANGHAODEWAIBUHUANJING,YISHIXIANZUOWEILIANSAIZHUTIDEJULEBULIYIZUIDAHUA,TONGSHIYOUNENGCHENGDANQITISHENGZHONGGUOZUQIUJINGJISHUIPINGDESHEHUIZERENDEMUBIAO。YINCI,ZHIYOUMINGXILIANSAIDECHANQUANGUISHU,JIASUZUXIEQUANLIGENGDIE,TUIJINQISHICHANGHUAGUANLI,FANGNENGCUJINZHONGCHAOLIANSAIZHIYEHUAJINCHENGDESHUNLIFAZHAN。

                              3.2、 以精品赛事打造为基础,构建多元化产业生态

                            棋牌大全下载安装   ZAIZHUYILIJINGJISHIDAI,NENGGOUXIYINRENMENZHUYILIDEZIYUANDOUYUNZANGZHEJUDADESHANGYEJIAZHI,ERJINGCAIFENCHENGDETIYUSAISHIZHENGSHIQIZHONGZHIYI。NFLYINWEIQISAISHICHONGMANLEJINGZHENGXINGHEBUQUEDINGXING,GUANGSHOUGEDACHUANMEIGONGSISUOQINGLAI。ZAI2015NIANNFLDEZONGSHOURUZHONGDIANSHIZHUANBOFEIYONGZHANBIGAODA50%,CHANGGUISAIMENPIAOSHOURUZHANBI16.45%,ZANZHUFEIZHANBI10%[5]。ZAINFLSHOURUTIXIZHONG,ZANZHUZHIZHANYIXIAOBUFEN,DIANSHIZHUANBOFEI、MENPIAOYIJITEXUJINGYINGQUANSHOUYIZHANBIJIAOGAO,YOUQISHIDIANSHIZHUANBOFEIYONGZINFLCHENGLIYILAIZHIJINGENGSHIYILUGAOZHANG。XIANGBIZHIXIA,ZHONGCHAO2016SAIJIZONGSHOURUZHONGYOU64%WEIQIYEZANZHU,ZISHENZAOXUENENGLIBUZUYICHENGWEIZHONGCHAOLIANSAIMIANLINDEZHUYAOWENTI,JIDADEZUAILEQISHANGYEHUAFAZHAN。ZAIDANGQIANXINMEITIBEIJINGXIA,YAOCHONGFENKAIFAZHUANBOQUANSHICHANG,YISHIXIANJIELIZIBENSHICHANG,TUIJINLIANSAIDEKUAISUXIANGQIANFAZHANMUBIAO,(1)SHOUXIANYAOYISAISHIPINZHIDETISHENGZUOWEIZHONGZHONGZHIZHONG。JUTIWOMENKEYITONGGUOJIANQUANLIANSAIDEGEXIANGGUANLIZHIDU,DUILIANSAISHIXINGYOUXIAOJIANKONG,WEITISHENGJINGSAIPINZHITIGONGBAOZHANG;ZAIJIJIYINJINSHIJIEYOUXIUJIAOLIANYUANHEYUNDONGYUANDETONGSHI,YAOHANGSHIHOUBEIRENCAIPEIYANGTIXIYIJIZHUZHONGBENTUJIAOLIANYUANDEPEIYANGYUGUOJIJIAOLIU;JINGHUAZUQIUYUNDONGDEDAHUANJING,HANGSHIXIAOYUANZUQIUHEYEYUZUQIUGONGZUO,GOUJIANWANBEIDEJINGSAITIXI;(2)DALIKAIFAGUONEIDEFUFEIGUANSAIMOSHI。KEYITONGGUOSAISHIZHUANBOQUANDEZHIBOFENLI,YIFANGMIANYOULIYUXIANJINDEZHUANBOJISHUHEZHUANYERENCAIZHIZUOGAOSHUIZHUNZHUANBOHUAMIAN,YITISHENGGUANSAITIYAN。LINGYIFANGMIANYEBIMIANLEDIFANGDIANSHITAIYIZHUANBOXINHAOZHIZUOJIAOHUANQISUOZAIDIQIUDUIDEZHUCHANGSAISHIZHUANBOQUANXIANXIANGDEFASHENG;ZHUZHONGMINGXINGQIUYUANDESUZAO,WEIRAOMINGXINGQIUYUANKAIFAXIANGGUANYANSHENGCHANPIN;TONGGUOXIANGGUANFALVFAGUISHOUDUAN,YANLIDAJIBISAISHIPINDEDAOBOXIANXIANGDENG,CUJINFUFEIGUANSAIQUSHIDEXINGCHENG;(3)GAIBIANCHUANTONGDEDANYIYINGSHOUJIEGOU,JIELIZIBENSHICHANG,TONGGUOWEIRAOSAISHI,TUICHUYOUXI、DIANSHANG、CAIPIAOJILVYOUDENGDUOZHONGZHOUBIANCHANPIN,YIJIPAISHEJILUPIANYIJIXIANGGUANDEYINGSHIZUOPIN,DAZAOTIYUSAISHISHENGTAILIAN、CUJINLIANSAIYUQITAXINGYEDEJIAOLIURONGHE,SHIXIANLIANSAICHANPINHEYINGSHOUMOSHIDECHUANGXIN,GOUJIANDUOYUANHUACHANYESHENGTAI。

                              3.3、 创新利益分配模式,促进联赛均衡竞争

                            棋牌大全下载安装   ZAIDANGQIANXINMEITIBEIJINGXIA,GEDACHUANMEIGONGSIFENFENCHIJUZIGOUMAIZHONGCHAOLIANSAIZHUANBOQUAN,ZHUANBOQUANSHOUYIDEFENPEIWENTIZEHUISUIZHEZIBENSHICHANGDERIYIFANRONGERTUXIAN。ZHUYAOYUANYINZAIYU:(1)LIANSAICHANQUANDEBUMINGXI,YINFALELIANSAIHEXINLIYIXIANGGUANZHEDEDUOYUANHUALIYIYAOQIUYULIANSAIXIANYOULIYIJIZHIZHIJIANCHANSHENGLETIXIHUACHONGTU,JINERDAOZHILEZHONGCHAOJULEBULIANGJIFENHUAYUFAYANZHONG,JULEBUCHANQUANGENGHUANPINFANDENGXIANXIANG。JIEJIANNFLZHUANBOQUANSHOUYIDEGONGXIANGLINIAN,JIEHEWOGUOJINGJITIYUTIZHIDESHIJIQINGKUANG,CHUANGXINLIYIFENPEIMOSHISHOUXIANKEYITONGGUO“YOUXIANGU”DEXINGSHI,JIANGZHONGGUOZUXIECONGSHICHANGLIYIJINGZHENGZHONGTUOLICHULAI,YOUZHONGCHAOGONGSIZUOWEILIYIZHUTICANYULIANSAIDELIYIBOYI,TONGSHIHAIKEYIBIMIANZUXIETONGGUOYONGYOUKONGZHIQUANDE“YUEWEI”ERHUOQUCHAOKONGZHIQUANSHOUYI[18];(2)KEYIGENJULIYIXIANGGUANZHESHIJITOURUZIJINHECHENGDANDEFENGXIANLAIJINXINGLIYIFENPEI,RUCIYILAI,ZHONGCHAOLIANSAIZIBENQUANLICUOPEIDEXIANXIANGZEBIXUBEIJIUZHENG,SHIJITOURUZUIDUOYIJICHENGDANFENGXIANZUIDADEJULEBULIYINGHUODEGENGDUOSHOUYI,ZHUBUXIANGNFLZHUANBOQUANFENPEIJIZHIKAOLONG;(3)ZAIZHONGCHAOLIANSAILIYIBOYIZHUTIZHUJIANPINGDENGDEQIANTIXIA,TONGGUOCHUANGSHEDULIDONGSHIZHIDUBUJINKEYIDUILIANSAIDAGUDONGJINXINGJIANDUHEZHIHENG,YEKEYIFANGZHIJINGYINGZHEBEILISUOYOUZHEDEMUBIAO,CUJINDAILIYUWEITUOSHUANGFANGLIYIDEYIZHI,TIGAOYUNYINGXIAOYI[19]。DUIYUYIXIANGGAODUSHICHANGHUADETIYUSAISHI,YAOXIANGQUEBAOGEZHIDUIWUDESHILIJUNHENG,SHOUXIANYAOTAMENZAIJINGJISHILISHANGBAOCHIJUNHENG。DANSHI,MUQIANZHONGCHAOLIANSAIDESHANGYEHUACHENGDUJIAONFLXIANGBI,RENGCHUYUCHUJIJIEDUAN,ZHUANBOQUANSHICHANGHAICUNZAIGUANGKUODEKAIFAKONGJIAN。YINCI,YAOSHIXIANLIANSAIJUNHENGJINGZHENGDEMUBIAO,CHULEGAIGEZHUANBOQUANSHOUYIFENPEIZHIDU,HAIXUYAOZAIQITAFANGMIANCHUTAIXIANGYINGDEPEITAOCUOSHI。

                              4、 结语

                              SUIRANJINXIENIAN,ZHONGCHAOLIANSAIFAZHANDERUHUORUTU,DANNEISHIJIANLIZAITOUZIFANGBUJIKUISUNDEQIANTIXIAWANCHENGDE,ZHENGGELIANSAIHAIMEIYOUJIANLIQIWANSHANKEZHANGJIUFAZHANDEJINGJILIANTIAO。ZHONGCHAOLIANSAIYINGYINFLZHUANBOQUANYUNYINGJIZHIZHONGSHEHUIHUAYUNZUOTIXI、DUOYUANHUASHICHANGYINGXIAOFANGSHIYIJILIYIGONGXIANGFENPEICELVEDECHENGGONGJINGYANWEIJIEJIANLANBEN,YIZHONGCHAOLIANSAIZHUANBOQUANSHICHANGJINGZHENGJUNHENGXINGJIZHIDEGOUJIANWEIZHUASHOU,TISHENGLIANSAIDESHICHANGHUAHECHANYEHUACHENGDU,CUJINZHONGCHAOLIANSAISHANGYEHUADEKECHIXUFAZHAN。

                              参考文献

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                              [7] Scott E.Atkinson.Revenue Sharing as an Incentive in an Agency Problem:An Example from the National Football League[J].The RAND Journal of Economics,Vol.19,No.1(Spring,1988), pp.27~43.
                              [8] MYRON C.GRAUER.Recognition of the national football league as a single entity under section 1 of the sherman act:implications of the consumer welfare model[J].Marquette Sport Law Rev,1983,(1):82~90.
                              [9] Daniel S. Mason. Revenue Sharing and Agency Problems in Professional Team Sport:The Case of the National Football League[J].human kinetics journal, Volume 11, july 1997, Pages:203~222.
                              [10]梁伟.基于资本权力错配与重置的中国足球超级联赛股权管办分离研究[J].体育科学,2013,33(01):17~22.
                              [11]梁伟.中国足球超级联赛控制性股东的控制权收益研究——基于对超控制权收益的理论认识[J].天津体育学院学报,2012,27(01):54~57.
                              [12]王欣新.中超风波:产权与体制的博弈[J].法人,2005(01):72~75.
                              [13] 张玉超.我国体育赛事新媒体转播权市场开发的回顾与展望[J].体育科学,2017,37(04):20~28.
                              [14] 陈赟.国企改革中政企利益冲突与协调的研究[D].武汉:武汉理工大学,2004:29~31.
                              [15]徐叶彤.媒介融合背景下英超联赛转播权的开发运作及启示[J].西安体育学院学报,2018,35(03):329~333.
                              [16] 卢山冰.21世纪西方利益相关者理论研究[D].厦门:厦门大学,1997.
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                            棋牌大全下载安装   [19]梁伟,梁柱平.中国足球超级联赛经济收益分配机制——基于利益相关者理论的视角[J].西安体育学院学报,2014,31(05):513~517.

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