摘要
体育赛事IP商业化发展是体育产业实现经济效益的有效方式。在厘清太极拳赛事IP商业化内涵特征的基础上,基于经济学价值链理论视角,对太极拳赛事IP商业化发展的价值、困境与培育路径进行探讨。研究认为,营收结构失衡、盈利模式缺失,传播力不足、宣传模式单一,缺少自主赛事IP、运营能力薄弱,以及组织架构不完整、专业人才匮乏是太极拳赛事IP商业化发展面临的主要困境。提出对策包括丰富商业化路径,构建赛事IP营收结构;拓宽赛事IP宣传面,形成多元内容供给;强化赛事IP建设,增强赛事发展动力;培养专业管理人才,规范赛事组织结构。基于此,增强太极拳赛事IP商业化发展能力和水平,对于实现太极拳赛事产业化效益具有重要意义。
The commercialisation of sports event IP is an effective way for the sports industry to realise economic benefits.On the basis of clarifying the connotation characteristics of taijiquan event IP commercialization,the value,dilemma and cultivation path of taijiquan event IP commercialization development are discussed based on the perspective of economic value chain theory.The study concludes that imbalanced revenue structure and lack of profit model,insufficient communication power and single publicity model,lack of independent event IP and weak operational capability,as well as incomplete organisational structure and lack of professional talents are the main difficulties faced by the commercialisation of taijiquan event IP.The proposed countermeasures include enriching commercialization paths and building event IP revenue structures,broadening event IP publicity to form diversified content supply,strengthening event IP construction to enhance event development momentum,and training professional management talents to standardize event organization structures.Based on this,enhancing the ability and level of commercialisation of taijiquan event IP development is of great significance to realise the benefits of industrialising taijiquan events.
作者
易鹏
蒋诗涵
YI Peng;JIANG Shihan(School of Physical Education,Wuhan University of Technology,Wuhan Hubei,430070)
出处
《湖北体育科技》
2023年第4期292-296,共5页
Hubei Sports Science
基金
湖北省教学研究项目(2022104)。
关键词
价值链理论
太极拳赛事
IP运营
体育产业
value chain theory
taijiquan competition
IP operation
sports industry
