中国职业体育消费外流及其应对
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摘要
伴随我国消费结构升级,消费外流成为当前我国职业体育不得不面对的问题。区别于一般消费品,职业体育消费外流,是指某一国因对国外职业体育赛事资源消费而产生的溢出现象,涉及国外赛事国内分销(转播消费)、国外赛事赞助、境外观赏消费和国外职业体育俱乐部投资等具体形式,带有特殊性和隐蔽性,但是具有较强的危害性,影响我国职业体育升级发展以及相关政策效应。根源上看,我国职业体育消费外流存在多元的致因,既有需求增长与供给的不协调问题,还与我国职业体育发展机制阻滞,以及西方职业体育全球化运作机理有关。实践中,应理性应对我国职业体育消费外流问题,通过深化职业体育消费领域供给侧结构性改革等举措,切实推动我国职业体育赛事产品和服务水平提升。
With the upgrading of China's consumption structure,the consumption outflow has become a problem that China's professional sports have to face.The consumption outflow of professional sports refers to the overflow phenomenon caused by a country's consumption of resources for foreign professional sports events,involving specific forms such as domestic distribution(broadcast consumption)of foreign events,sponsorship of foreign events,overseas viewing consumption,and investment in foreign professional sports clubs. And it is special and concealed from general consumer goods,but with strong harm,which it can affect the development of professional sports in China and related policy effects. From the root point of view,there are diversified causes of the consumption outflow of professional sports in China,which is not only related to the imbalance between demand growth and insufficient supply,but also related to the blockade of China's professional sports development mechanism and the dynamic operation mechanism of Western professional sports. In practice,we should rationally deal with the problem of the consumption outflow of professional sports in China,and deepen the structural reform of supply-side in the field of professional sports consumption,and effectively promote the improvement of the level of products and services of professional sports events in China.
With the upgrading of China's consumption structure,the consumption outflow has become a problem that China's professional sports have to face.The consumption outflow of professional sports refers to the overflow phenomenon caused by a country's consumption of resources for foreign professional sports events,involving specific forms such as domestic distribution(broadcast consumption)of foreign events,sponsorship of foreign events,overseas viewing consumption,and investment in foreign professional sports clubs. And it is special and concealed from general consumer goods,but with strong harm,which it can affect the development of professional sports in China and related policy effects. From the root point of view,there are diversified causes of the consumption outflow of professional sports in China,which is not only related to the imbalance between demand growth and insufficient supply,but also related to the blockade of China's professional sports development mechanism and the dynamic operation mechanism of Western professional sports. In practice,we should rationally deal with the problem of the consumption outflow of professional sports in China,and deepen the structural reform of supply-side in the field of professional sports consumption,and effectively promote the improvement of the level of products and services of professional sports events in China.
引文
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[2]刘畅.高端消费外流刍议:动因、影响及破解[J].中国流通经济,2013(11):96-100.
[3]GIULIANOTTI R.Sport Mega Events,Urban Football Carnivals and Se?curitised Commodification:The Case of the English Premier League[J].Urban Studies,2011,48(15):3293-3310.
[4]张翼.当前中国社会各阶层的消费倾向:从生存性消费到发展性消费[J].社会学研究,2016(4):74-97.
[5]张兵,仇军.经济社会学视域下中国职业体育市场生成逻辑及发展策略选择[J].体育科学,2017,37(7):10-16.
[6]安福秀,黄丽娟,宁猛.中国体育电视媒体发展困境与出路[J].成都体育学院学报,2014,40(11):1-6.
[7]杨铄,冷唐蒀,郑芳.职业体育转播制度安排的国际比较研究[J].体育科学,2016,36(4):20-32.
[8]威尔士H G.文明溪流[M].袁杜,译.南京:江苏人民出版社,2010:234.
[9]杨铄,郑芳,丛湖平.欧洲国家职业足球产业政策研究:以英国、德国、西班牙、意大利为例[J].体育科学,2014,34(5):75-88.
[10]乔治·里茨儿.虚无的全球化[M].王云桥,宋兴无,译.上海:上海译文出版社,2006:13.
[11]让·博德里亚.消费社会[M].刘成富,全志钢,译.南京:南京大学出版社,2006:42.
[12]西奥多·阿多诺.美学理论[M].王柯平,译.成都:四川人民出版社,1998:30.
[13]赫伯特·马尔库塞.单向度的人:发达工业社会的意识形态研究[M].刘继,译.上海:上海译文出版社,2006:12.
[14]乔治·维加雷洛.从古老的游戏到体育表演:体育神话是如何炼成的[M].乔咪加,译.北京:中国人民大学出版社,2015:103.
[15]皮埃尔·布迪厄.艺术的法则——文学场的生成和结构[M].刘晖,译.北京:中央编译出版社,2001:265.
[16]黄威.经济的逻辑[M].武汉:武汉出版社,2010:187.