| （广州体育学院 运动训练学教研室/竞赛训练处，广东 广州 510500） 摘 要：对近10年来全国体育院校运动竞赛开展的状况进行分析，探讨全国体育院校运动竞赛进行商业化运作的可行性。当前国家体育总局和教育部相关体育商业赞助法规的出台是全国体育院校运动竞赛开展商业赞助的法规保障；CUBA等大学生运动竞赛商业运作成功表明大学生运动竞赛市场深受商家青睐；全国体育院校运动竞赛承办单位具备资源优势；广州体育学院自2008年以来先后3次承办全国体育院校运动竞赛尝试商业化运作，效果良好。竞技体育市场化是全国和世界发展的趋势，全国体育院校运动竞赛进行商业化运作顺应竞技体育市场化的发展趋势。全国体育院校运动竞赛进行商业化运作无论从理论角度还是实践操作方面均具备可行性。 |
CUI Xu-yan
| （Department of Competition and Training，Guangzhou Sport University，Guangzhou 510500，China) Abstract: The author analyzed the situation of development of nationwide sport university competitions in recent 10 years, probed into the feasibility of carrying out commercialized operation on nationwide sport university competitions. Currently, the establishment of sports commercial sponsorship laws and regulations by the General Administration of Sport of China and the Ministry of Education is the legal assurance for developing commercial sponsorship for nation-wide sport university competitions; the success of commercial operation of college student sports competitions such as CUBA indicates that the college student sports competition market is well welcomed by merchants; nationwide sports university competition hosting units have unique advantages for carrying out commercialized operation on the competi-tions, such as internal resources, economic resources, sports resources and environmental resources; since 2008 Guangzhou Sport University has hosted 3 nationwide sport university competitions, tried commercialized operation, and achieved a good effect. Competitive sport marketization is a nationwide and worldwide trend of development; car-rying out commercialized operation on nationwide sport university competitions is in conformity with the trend of de-velopment of competitive sport marketization. Carrying out commercialized operation on nationwide sport university competitions is feasible no matter from the perspective of theory or in terms of practical operation. |
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