Research On Profit Model Of New Media Broadcast Rights In China

As the strategic core resource of sports industry,sports broadcasting rights are the important direction for the integration and control of this resource.The market for broadcast rights for sports events in China has experienced more than two years of separatism.And by 2017,it is a foregone conclusion that all the major players,such as Tencent and Letv,have monopolized the rights of broadcasting rights.However,the problem of profit model has not been completely resolved,and the new media broadcasting rights are not easy to operate.This article researches the profit pattern of the new media broadcast rights of sports events in our country through the literature material method,mathematical statistics and comparative analysis method,summarizes the classification of profit models for new media broadcast rights in sports events;take domestic Internet companies with LeTV,Tencent,Suning and other huge funds to purchase sports event broadcast rights as a case,and analyze the profit models of new media broadcast rights for domestic sports events.In addition,the research selects profit models for broadcasting rights of well-known enterprises in new media in developed countries,and explores a diversified system of profit models for new media broadcast rights in sports events in combination with the country's economic and sports development levels to provide lessons for our country.The results show that:1.The classification of profit models for new media broadcast rights in sporting events is obvious: The market attributes of broadcasting rights of sports events can be classified according to the three dimensions of the intrinsic attributes of the event,the race schedule and various media forms;the profit of the new media broadcast right of sports events can be divided into two types: direct profit and indirect profit:(1)Direct Earnings include advertising revenue,paid members,value-added services,and distribution of broadcast rights;(2)Indirect profits include scene consumption,community economy,online games,trading platforms,and streaming media services.2.The new media broadcasting rights of China's sports events are divided into three stages:(1)the formation period of 2006-2007,the loss has become the mainstream;(2)the growth of 2008-2013,and the initial profit;(3)2014-2017 Mature period,capital melee.3.The diversified system of profit models for new media broadcast rights in domestic sports events includes:(1)the matrix model of Tencent Sports;(2)the sports ecosystem model of Le TV Sports;(3)the online and offline integration model of Suning Sports;4)Horizontal joint mode.4.The diversified system of profit models for new media broadcast rights in foreign sports events includes:(1)the integration and integration of the niche events;(2)the establishment of a brand by a joint upstream organization for content distribution;(3)the brand diffusion model;(4)Streaming media service layout.5.Make a horizontal comparison of the profit models of new media broadcast rights between domestic and foreign sports events,and compare them from the three dimensions of the profit growth model,profitability measures,and profit barriers.6.There are some problems in the development process of new media broadcast rights for sports events in China.The main problems are:(1)The docking channels for new media companies are not yet perfect,online and offline transactions cannot penetrate the platform;(2)ignore the attention of the mass market.(3)User assets are not fully developed,and traffic is not effectively converted;(4)Lack of core competitiveness and emphasis on operating brands rather than creating unique products;(5)Blindness of new media platforms Expanding the business is not enough to make the relationship difficult to promote;(6)Learned the profit model of foreign broadcast rights rigidly,ignoring the cultivation of the local market.7.The relevant proposals for the profit model of China's sports new media broadcast rights include:(1)accelerating the development of a full media platform,linking upstream and downstream resources to reduce channel costs,and(2)using streaming media services and long-tail effects to improve sustainable profitability;(3)Expand profitability,profitability model of community economy and user database;(4)Reduce risk by implementing eco-land profit model on the basis of absolute advantage in market share;(5)Purchasing transmission rights not only based on new media platform Characteristics,but also consider the ability to promote operations;(6)return to the development of sports media new media broadcast rights market main business,to build a harmonious supply and demand relationship to the Chinese market.8.The development trends of the profit model for the new media broadcast rights in China's sports events include:(1)The right to broadcast sports events has become more clearly defined,and the operation of the new media broadcast rights profit model is increasingly standard;(2)Multi-screen and all-media platform development trends Broaden the profit channel,user data become an important asset;(3)The profit model of new media company broadcasting rights is diversified,and the risk control ability is improved.