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2014年索契冬奥会的电视观众达到空前的30亿人，电视转播权收入获得新的增长。通过文献资料、逻辑分析和专家访谈等方法，探索影响冬奥会电视转播权营销的因素，对政治、经济、文化及国际奥委会、电视转播商等进行深入研究。结果显示，受政治、经济等外部环境条件影响，冬奥会电视转播权的营销，在国际奥委会与各电视转播机构、各国家奥委会等组织的博弈下，波动上涨。电视转播技术和相关的营销规则，以及电视受众等都对电视转播权营销起到关键的作用。我国正在申办2022年冬奥会，对冬奥会电视转播权进行研究，有利于掌握冬奥会转播权的商业营销活动，为扩大冬奥会影响提供参考。“,”It has been reported that the 2014 Sochi Winter Olympic games attracted more than 3 billion worldwide audiences,the fee of TV rights has been continuing raised. Withe the methods of documents, logical analysis and experts interview,explore the factors which influenced Winter Olympic TV rights marketing,deeply study on the politics,economy,culture and International Olympic Committee,TV broadcasters. The results showed that affected by political,economic and other external environment conditions,Winter Olympic TV right marketing,in comparison of IOC and all the TV broadcasters, other national Olympic committees,will rise volatility. The technology for TV broadcasting,the marketing rules,and the TV audiences take the important roles either. As China is bidding for the 2022 Winter Olympics,studying on Winter Olympic TV rights is good for grasping commercial marketing activities,provide a reference for expanding the influence of Winter Olympics.