摘要
电视媒体买方垄断是制约体育赛事电视转播权有效开发的瓶颈,反电视媒体垄断是体育赛事电视转播权有效开发的条件之一,但学术上对反电视媒体垄断存在认识上的误区,从而忽略了反电视媒体垄断所面临的操作困境。通过分析体育赛事的属性和中国电视媒体的目前状态,依据福利经济学和博弈论建立模型进行深入探讨,认为在体育比赛承办方具有上游垄断属性和电视媒体具备下游垄断状态条件下,走体育赛事承办方与电视媒体联合道路不仅可以减少反垄断至福利最大化时的反垄断成本,还能增加体育赛事承办方的收益。
TV media buyer monopoly is the bottleneck that restricts of sports games broadcasting right. Antitrust against TV media is one of conditions that improve development efficiency of sports games broadcasting right. Academia neglect the predicament that antitrust against TV media faces, because of unilateral knowledge about antitrust. Through analysis on sports games property and current China TV media condition, this paper establishes model depending on welfare economics and game of bargaining, penman argues that integrating sport match with TV media will not only decrease the antitrust cost that impels welfare maximization, but also increase revenue of sports games organizer.
出处
《体育科学》
CSSCI
北大核心
2010年第10期23-29,共7页
China Sport Science
关键词
体育赛事
电视转播权
福利最大化
反垄断
联合
博弈
sports games
broadcasting right
welfare maximization
antitrust
integrating
game theory
