中美体育赛事电视转播权营销现状比较研究

运用文献资料、专家访谈等多种研究方法，对中美体育赛事转播交易，转让方式，定价标准，运作方式，收入分配等方面的比较，为我国体育赛事电视转播提供参考依据，更好的发展我国体育赛事电视转播。结论认为：美国体育赛事电视转播和营销经历了萌芽，争议犹豫，初步探索和繁荣发展4个历史阶段；当今美国营销转播权有多种模式；美国各体育组织营销转播权得到一些法律条例的保护；我国体育组织对赛事电视转播权的营销刚萌芽，需要加快立法，加快体制改革，创造条件，繁荣体育赛事转播营销市场。

The Comparition and Research on Sino- U.S. Sport Competition Affair Television Relay Authority Marketing Present Situation

The article utilizes literature datum,specialist calls on to chat and so on much kinds of research means.The sport competition affair is relayed the deal to Sino-U.S.,Change of the possession means,price criterion,transport acting as the means,respects such as the revenue is distributed and so on.The sport competition affair television relay supplies the reference foundation in the interest of our country,developing our country sport competition affair television relay.Conclusion conidering:American sport competition affair television relay and marketing experience germinates,Controversy is irresolute,Probes initially with makes prosper to develop 4 history phases;American marketing rebroadcast authority possess much kinds of patterns at present;American every sport organization marketing rebroadcast authority obtains some statue rules protections;Our country sport organization has germinated to the competition affair television relay authority marketing only a short while ago,legislate need to be speeded up,Speeding up the system reformed,Production term,Making prosper the sport competition affair relays the marketing marketplace.