基“三次售卖”理论的腾讯体育赛事转播平台运营策略研究

基于“三次售卖”理论的腾讯体育赛事转播平台运营策略研究摘要信息技术的高速发展为体育媒体迎来了新的变革，新媒体体育的发展使得体育赛事转播变得丰富多彩。与此同时，国家决定开放新媒体体育赛事转播市场，这使得更多的新媒体资本得以介入，进而促进我国体育赛事转播平台的发展达到了新高度。但是面对日益增长的平台维护成本以及各体育平台间的激烈竞争，新媒体体育平台如何合理运作体育赛事平台成为自身需要面对的首要问题。本文通过对国内外新媒体体育平台发展现状的研究，总结当前行业发展的形势，并以三次售卖为理论开发基础，从新媒体体育转播平台运营策略的视角对腾讯体育赛事转播平台进行研究，明确新媒体体育平台如何最大程度提升赛事运营价值。从转播权交易、广告策略、版权开发等方面系统分析了腾讯体育转播平台的优劣势、机遇与挑战，并辅以对NBA赛事的开发实例佐证，从而总结出腾讯体育平台当前的运营问题，并通过定性研究、市场调研、数据分析等手段确定平台发展趋势，为腾讯体育转播平台运营提出合理化、科学化的策略意见，也进而为新媒体时代我国体育赛事转播平台运营提出对策，为推动整体的行业发展尽一份力。关键词：体育转播：新媒体平台；运营策略：三次售卖Tencent sports event broadcasting platform based onThe "three times selling"theory Research on operation strategyABSTRACTIn the face of the increasingly complex communication channels in theInternet era,the media's operation strategy of sports event broadcastingplatform has become a new proposition.The rapid development of informationtechnology has brought about a new media revolution.The rise of new mediamakes the means of communication increasingly diversified.At the same time,the state has gradually liberalized the jurisdiction of the new media sportsevent platform.With the prosperity of the media group capital market in theInternet era,the current sports event broadcasting platform in China hasdeveloped to a new node.Facing the increasing cost of platform maintenanceand the fierce competition among various sports platforms,how to reasonablyoperate the sports event platform has become the primary problem faced bynew media enterprises.Based on the theory of three times selling,this paper studies the operationof Tencent sports platform and its NBA game broadcasting from theperspective of the operation strategy of sports broadcasting platform,andexplores how the new media sports platform can maximize and extend theoperation value of the game.This paper systematically analyzes theadvantages and disadvantages,opportunities and challenges of Tencentsports broadcasting platform from the aspects of broadcasting right transaction,advertising strategy,copyright development,etc.,supplemented by thedevelopment examples of NBA games,so as to summarize the currentoperation problems of Tencent sports platform,and determine thedevelopment trend of the platform through qualitative research,marketresearch,data analysis and other means,This paper puts forward reasonableand scientific strategies for the operation of Tencent sports broadcastingplatform,and then puts forward countermeasures for the operation of China'ssports broadcasting platform in the new media era,so as to make acontribution to the overall industry development.KEYWORDS:Sports broadcasting,New media platform,Operation strategy,Three times selling theory目录第一章绪论...第一节研究背景.…1第二节研究内容与意义2一、研究内容…2二、研究意义..…2第三节研究思路与方法3一、研究思路……3二、研究方法……4第二章文献综述6第一节体育赛事转播平台市场发展研究.·6一、体育转播平台发展概述6二、新媒体体育转播平台运营研究..7三、研究述评......13第二节媒体传播运营策略研究回顾....13一、以7P为理论基础的运营策略..13二、以4红为理论基础的运营策略...........14三、以三次售卖为理论基础的策略研究....15第三章中国新媒体体育赛事转播市场的现状..·18第一节中国新媒体体育赛事转播市场的发展及特点…18一、萌芽阶段(2004-2006年)....18二、起步阶段(2007-2014年)....18三、快速发展阶段(2015年至今)