价值网络重构理论下体育新媒体商业模式研究-《体育科学研究》

文章信息/Info

Title:: Research on the Business Model of New Sports Media under the Theory of value Network Reconstruction

Author(s):: WENG Feng-yu; XING Zun-ming; HU Guo-peng; WANG Yong-shun; (Sports and Health Sciences Genter, Huaqiao University, QuanZhou 362021)

摘要:: 随着新媒体的发展，体育媒体市场的商业模式发生了深刻变化。传统运营方式和组织结构已难以适应新时期的要求，市场各方只有不断进行商业模式创新，才能抢占市场先机，实现持续发展。立足于价值网络重构的理论视角，指出体育新媒体价值网络以用户为中心，与媒体、商业组织、体育组织等主要利益相关方实现互联互通，相互作用，围绕实现网络价值最大化展开活动，实现了从（线性）价值链向（网状）价值网络转变。在体育新媒体价值网络中，价值活动主要包括价值主张、价值创造、价值传递、价值实现等行为。也进一步分析价值网络重构的主要变化趋势，归纳提炼了体育新媒体商业模式创新主要包括单边型、双边型和多边型等类型。在创新策略实施上要注意明确战略定位、提高执行能力、建立与管理新型伙伴关系和提高大数据管理水平等。

Abstract:: The sports media market needs to introduce innovations in business model to guarantee competitiveness and sustainable development as its industrial structure and profit pattern change dramatically with rapid development of new media,leaving traditional operation modes and organizational structure at odds with new demands. This study looked into the reconfiguration of value network and revealed that a shift from (linear) chain to (reticular) networking can be observed in the value network of new sports media.In this user-centered network,stakeholders’media,business organizations,sports organizations,and users’ are interconnected and interact for achieving maximal value throughout all four stages,value proposition,creation,delivery,and realization.Three new business models’unilateral,bilateral and multilateral were put forth based on an analysis of primary trends in value network reconfiguration.The importance of clear strategic positioning, strong executive capacity,successful establishment and maintenance of new partnerships as well as good big data management was also highlighted.