体育资源具有普适性、稀缺性与战略性,顶尖跨国传媒集团非常青睐体育资源,把体育资源上升到战略高度,纳入公司核心竞争力系统。利用体育资源进行市场扩张传媒集团需要不断开拓新的收视市场和广告市场,其中利用精彩的体育节目打开当地收视市场是经常采取的策略。新闻集团的体育节目就是其全球扩 Sports resources are universal, scarcity and strategic. The top transnational media groups are very much in favor of sports resources. The sports resources have risen to a strategic level and have been incorporated into the company’s core competitiveness system. The use of sports resources for market expansion Media groups need to constantly open up new viewing and advertising markets, which use the wonderful sports programs to open the local viewing market is often taken by the strategy. News Corp’s sports show is its global expansion