体育赛事商业模式创新——基于新浪3X3黄金联赛个案的研究

体育赛事功能的外延与内涵变化凸显出商业性体育赛事在优化体育产业结构过程中的重要意义。运用实地调研等方法，结合经济学和管理学相关理论，以新浪3X3黄金联赛商业模式为研究对象，通过归纳与演绎的方式对该项赛事商业模式的特征、形态、构成要素以及背后的支撑逻辑进行了分析，并从利益相关者的重新界定、赛事产权分割与重组、盈利模式设计三个维度提出了创新体育赛事商业模式的思考。

Business Model Innovation of Sports Games: A Case Study Based on Sina 3X3 Golden League

The changes of the denotation and connotation of sports games highlight the important role of commercial sports games in the optimization of sports industry structure. Commercial sports games are a series of products and services for which the fundamental purpose is to make profits by providing competitive performances. The business model explains the process of value creation and value acquisition. Taking Sina 3x3 Gold League business model analysis and innovation as the research object, this paper proposed countermeasures for innovating the business model of sports games through redefining stakeholders, property division and profit pattern through analysis of the characteristics, forms, components and basis of the business model.