通过奥运会等国际大型赛事的先进经验,反观我国体育赛事电视转播权市场的发展,虽然起步较晚,也取得了一些成绩和突破,但仍然存在着观念未彻底转变、知识产权意识不强、价格分歧严重、比赛产品质量不高、收入分配不合理、体育和电视媒体的体制和机制不畅等方面的问题。 Through the advanced experience of international large-scale events such as the Olympic Games, the development of the market of TV rights of sports events in our country is relatively late. Some achievements and breakthroughs have been made. However, there are still some problems such as incomplete change of concept, weak awareness of intellectual property rights, Serious disagreements, poor competition product quality, unreasonable income distribution, and poor system and mechanism of sports and television media.