| （成都体育学院 经管系，四川 成都 610041） 摘 要：就目前我国体育产业发展中的体育市场观念、体育赛事经营模式、体育赞助运作、健身服务产品供给、市场权益以及专业人才培养等问题进行探讨。体育产业要上台阶，取决于是否真正按市场经济的内在规律办事；体育赛事经营必须在职业化观念、市场意识和专业化的组织和管理方式上有所突破；体育赛事赞助并不是单纯的“花钱买名”，达到赞助权益的最大化才是最具有价值的；我国体育健身娱乐市场所提供的产品和服务品种有限且单一，产品换代及新潮产品生产滞后；在市场权益处理方面，需要建立一套责任明晰、权力到位、利益明确的机制；体育产业专门人才的培养，关系到我国体育产业的未来。 |
LIU Bai-li
| (Department of Economic Management，Chengdu Sport University，Chengdu 610041，China) Abstract: The author probed into issues in the development of the sports industry in China, such as sports market conceptions, sports game management modes, sports sponsoring operation, supply of fitness service products, mar-ket benefits, and cultivation of professionals. For the sports industry to go up a step higher, it depends on whether or not the intrinsic patterns of market economy are followed; sports game management must make some breakthroughs in terms of professionalized conception, market awareness as well as specialized organization and management; sports game sponsoring is not simply “buying publicity with money”, it is a valuable thing to maximize sponsor benefits; the varieties of product and service provided by the sports fitness and entertainment market in China are limited and undiversified, and the replacement and high style products are launched onto the market behind the time; in terms of market benefit distribution, we should establish a set of mechanisms with clearly defined responsi-bility, well established power and definitely clarified interest; the cultivation of professionals in the sports industry is related to the future of the sports industry in China. |
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