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在历届奥运会中,电视转播权收入在整个奥运营销收入中占有一半还要多的比重,因此对奥运转播权市场规则的研究非常必要。本文通过对奥运电视转播权历史的回顾,在查阅国内外大量文献资料的基础上,初步探讨奥运电视转播权的准入规则、目的规则、经营规则和分配规则等,并据此指出了奥运电视转播权市场规则未来变化的趋势,为以后奥运电视转播权营销提供理论和实践借鉴。
In previous Olympic Games, the income of TV rights accounted for more than half of the total Olympic marketing revenue, so the research on the market rules of Olympic rights is very necessary. Based on the review of the history of the Olympic television rights, based on a large amount of literature both at home and abroad, this article discusses the entry rules, purpose rules, operating rules and distribution rules of the Olympic TV rights. Based on this, The trend of the future change of the rules of the broadcasting rights of the broadcasting rights provides the theory and practice for the future marketing of the Olympic rights of the Olympic Games.