全媒体语境下体育赛事版权运营研究

发布时间：2018-05-03 03:38

本文选题：媒体 + 体育赛事版权　；参考：《西南科技大学》2017年硕士论文

【摘要】：面对互联网时代日益纷繁的传播渠道,媒体体育赛事版权运营成为新的命题。信息技术的高速发展带来了新的传媒革命,单纯依靠报纸、广播、电视等传统媒体已经不能满足人们的日常消费需求,新媒体的崛起使传播手段日趋多样化。与此同时,国家逐步开放了媒体的体育赛事转播权,伴随着互联网时代媒体集团资本市场的兴盛,当下我国媒体体育赛事版权的运营发展到了一个新的节点。面对水涨船高的体育赛事版权价格,如何运营体育赛事版权成为我国媒体要面对的新问题。本文从体育赛事版权的兴起开始,结合传播技术的发展过程,研究我国现阶段全媒体体育赛事版权的运营情况,分析当下媒体对于体育赛事版权的运营发展趋势,主要表现在投资内容向体育赛事版权产业链上游迁移和媒体对体育赛事版权内容开发程度不断精细。文章首先从宏观角度研究当下我国媒体对于体育赛事版权的布局状况,其次通过对以央视为代表的传统媒体和互联网媒体中较为典型的腾讯体育及乐视体育等典型体育赛事版权运营模式的研究,分析中观层面我国媒体体育赛事版权运营活动,总结归纳当下我国媒体体育赛事版权的主要运营模式。文章从媒体视角出发讨论体育赛事版权运营过程中法律保护不足的问题。主要体现在法律保护内容规定的不明确以及不能适应技术手段日益升级的新传播方式。然后,通过研究国外最大的体育资讯运营商ESPN的运营模式,寻找对于我国现阶段媒体体育赛事版权运营的可借鉴之处,同时对当下体育赛事版权运营及战略规划等相关经营活动中存在的问题进行分析和讨论,总结我国媒体在体育赛事版权全媒体运营过程中的困境与问题。最后,针对研究出的问题,给出关于我国全媒体体育赛事版权运营的个人意见与建议。
[Abstract]:In the face of the increasingly complicated communication channels in the Internet era, the copyright operation of media sports events has become a new proposition. The rapid development of information technology has brought a new media revolution, relying solely on newspapers, radio, television and other traditional media can no longer meet people's daily consumer needs, the rise of new media makes the means of communication increasingly diversified. At the same time, the country has gradually opened the media sports broadcasting right, with the prosperity of the capital market of the media group in the Internet era, the copyright operation of the media sports events in our country has developed to a new node. In the face of the rising copyright price of sports events, how to operate the copyright of sports events has become a new problem to be faced by Chinese media. Starting from the rise of the copyright of sports events and the development process of communication technology, this paper studies the operation of copyright of all media sports events in China at present, and analyzes the operation and development trend of the copyright of sports events in the current media. It is mainly reflected in the migration of the investment content to the upstream of the sports copyright industry chain and the continuous fine development of the copyright content of the sports events by the media. First of all, from a macro point of view, the article studies the distribution of the copyright of sports events in the media of our country. Secondly, through the research on the copyright operation mode of typical sports events, such as Tencent Sports and Letv Sports, which are typical of the traditional media and Internet media represented by CCTV, this paper analyzes the copyright operation activities of Chinese media sports events on the medium level. Summarize and sum up the main operating mode of the copyright of media sports events in our country. This paper discusses the problem of inadequate legal protection in the process of copyright operation of sports events from the perspective of media. Mainly reflected in the legal protection of the content of unclear and unable to adapt to the upgrading of technical means of new communication. Then, by studying the operation mode of ESPN, the biggest sports information operator in foreign countries, the author tries to find some reference points for the copyright operation of media sports events in China at the present stage. At the same time, this paper analyzes and discusses the problems existing in the current copyright operation and strategic planning of sports events, and summarizes the difficulties and problems of Chinese media in the whole media operation process of sports events copyright. Finally, in view of the problems, the author gives personal opinions and suggestions on the copyright operation of all media sports events in China.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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