摘要
本文研究目的在于针对中超联赛中存在的呈现大投入、高成本而市场开发难尽如人意的现状,提出可行性的解决策略。通过文献资料、数据统计、对比等研究方法,去分析中超的发展特征,找到中超的发展走势。研究认为,中超联赛的走势显示出了较强的政治关联性;中超联赛从起初的盈利转向了广告品牌价值的塑造和政治资源的获取;"金元足球"的盈利逻辑表明投入少是很难获利的,传统的媒体垄断与中超管理上的"管办不分"制约了中超版权的经营与开发;"金元足球"的俱乐部投资逻辑的持续性经受考验,"地产足球"的行业集中度对联赛稳定性具有一定的威胁。针对上述问题,中超版权开发应当在政策东风和媒介发展的竞争格局下构建合理的竞争格局,从而调动俱乐部开发各类足球资源的主动性。
The research is aimed at putting forward practical strategies based on the current situation that the market of the Chinese Football Association Super League is poorly developed though with a high cost and a high investment.Through researching literatures,statistics and carrying out a comparison of the characters of the development of Chinese Football Association Super League,the Overall development trend is found：the development of Chinese Football Association Super League has gone beyond economic benefits and has shown kind of political connection.And the development of Chinese Football Association Super League has been switched from making economic benefits to creating its brand value and gaining political resources.The logic of＂money football＂shows it is difficult to make profits with a low volume of investment and the barriers brought by the traditional media as well as the unification of supervision and management has blocked the operation and development of the copyrights of Chinese Football Association Super League.Clubs with the concept of＂money football＂has been influenced in the stability of its long-term investment.The concertation of＂real estate football＂clubs has threatened the stability of the development of the league.As for the problems above,the development of the copyrights of the league should be led to a reasonable competition under the guidance of the policies and the development of the media so as to encourage the clubs to play an active role in promoting all kinds of resources in football industry.
出处
《体育与科学》
CSSCI
北大核心
2016年第2期30-36,共7页
Sports & Science
关键词
职业足球
中超
版权
地产足球
金元足球
professional football
Super League
copyrights
real estate football
money football
