Study On IP Operation Mode Of Tencent Sports Events

In October 2014,the State Council issued some opinions on speeding up the Development of Sports Industry and promoting Sports consumption,encouraging social capital to enter the field of sports industry,and clearly "relaxing the restrictions on broadcasting rights of sports events." And it is listed as an important measure to optimize the market environment,and it is expected that by2025,the total size of the sports industry will exceed 5 trillion yuan.Under the stimulation of policy dividend,a large number of social funds are injected into the sports industry.IP,as the core resource in the upper reaches of the sports industry,has become a hot spot in the pursuit of capital.Under this background,this paper takes Tencent sports event IP operation mode as the research object,uses the literature material method,the case analysis method carries on the analysis research.Through the research and analysis of this problem,it is concluded that:(1)the IP holder of sports events,that is,the sports company or other organization,etc.(in this paper refers to Tencent Company),with the help of the event participants,The rational use and distribution of resources such as event organizers),property(venue,medical and health security,competition mode),money(profit income from event operation)and information technology(publicity,marketing),etc.And excavate the valuable content of the event in this process.,through a variety of technical means and marketing communication strategies to attract the attention of the event audience,and finally through sponsors and audiences to achieve commercial value process.(2)Tencent sports event IP operation is in the good of the policy,The downward trend of economic development to 2019,the change of people's living habits,consumption concept,cultural level,the emergence of new technology level,and the macro environment in which the relevant laws and regulations are not perfect.There are still some competitors in the operation of Tencent sports,which will pose a certain threat to Tencent sports to a large extent.In addition,we should also make use of the various advantages of Tencent in the development of resources.Line development and operation.In such an environment,Tencent sports events operation ideas have been formed: multi-channel combination,multi-scene touch,multi-skill pricing,more communication and interaction.(3)based on Tencent sports event IP operation ideas,from content operation,cross-border operation,From the aspects of user operation and paid operation,this paper sums upthe operation mode of Tencent sports event IP: Tencent sports event IP takes IP as the core,content as the foundation,user as the guide,and IP as the extension.Member payment as a profit model to operate,and ultimately to meet the needs of users.Starting with the operation mode of IP in sports events,this paper provides a reference for the operation of IP in sports events in China,and forms a relatively fixed development mode to a certain extent.Under different development backgrounds,the mode of operation and development is different.The arrival of 5G era and the accumulated strength of various competitors pose a certain threat to the operation of Tencent sports event IP.The uncertain factor of how Tencent sports cope with the future development is that it needs to be constantly explored.