| （1.大连体育中心开发建设投资有限公司，辽宁 大连 116031；2.大连理工大学盘锦校区 文法学院，辽宁 盘锦 124221） 摘 要：基于传媒经济学的“三次售卖理论”探索并构建我国大型体育场馆盈利模式：第1次售卖“卖内容”形成注意力经济，盈利模式包括金字塔产品模式、拳头产品模式、品牌产品模式；第2次售卖“卖受众”形成影响力经济，盈利模式包括微型分割模式、权力转移模式、重新定位模式；第3次售卖“卖品牌”形成回头经济，盈利模式包括从产品到解决方案模式、从产品到品牌延伸模式。 |
YU Meng1，ZHANG Wan-ting2
| （1.Dalian Sports Center Development Construction and Inventment Limited Company，Dalian 116031，China；2.School of Humanities and Law，Dalian University of Technology，Panjin 124221，China) Abstract: Based on “the triple sales theory” in media economics, the authors explored and established Chinese big stadium profiting modes as follows: the first sale - “content sale”, which forms attention economy, whose profiting modes include pyramid product mode, knockout product mode, and brand product mode; the second sale - “audi-ence sale”, which forms influence economy, whose profiting modes include mini-division mode, power transfer mode, and reorientation mode; the third sale - “brand sale”, which forms return customer economy, whose profiting modes include from products to solutions mode, and from products to brand extension mode. |
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