| （1.南昌航空大学 体育学院，江西 南昌 330063；2.江西师范大学 体育学院，江西 南昌 330027） 摘 要：美国次贷危机引发了全球性的金融危机，导致经济环境恶化、竞赛市场萎靡、企业效益受损、运动员收入降低等，给体育产业的发展带来严重冲击。从危机中把握机遇、整合市场资源、调控行业区域布局、采取危机营销策略是体育产业应对危机的必由之路。 |
XIONG Jin-ping1，LI Shun-yi2
| （1.School of Physical Education，Nanchang Aeronautics University，Nanchang 330063，China；2.School of Physical Education，Jiangxi Normal University，Nanchang 330027，China） Abstract: The secondary loan crisis in the United States had trigger a global financial crisis, caused the deteriora-tion of economic environments, the shrinkage of competition markets, the damage of corporative profits, and the drop of athlete’s incomes, and brought a serious impact to the sports industry. In such a crisis, seizing opportunities, integrating market resources, adjusting the industry’s regional layout and taking during-crisis marketing strategies are inevitable ways for the sports industry to respond to the crisis. |
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