成都市高校体育市场的现状及对策研究
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摘要
21世纪体育运动发展突飞猛进,世界体坛各大赛事风起云涌,沸沸腾腾,商业巨子借助体育运动的全球影响力使其企业魅力及其品牌进一步深入人心,体育产业成为倍受关注的新兴产业,据统计:目前全球的体育产业产值高达5000多亿美元,并且保持着20%以上的年增长速度,发达国家体育总产值占GDP的1—3%,成为支柱产业。
当前体育产业发展迅猛,体育市场对市场经济的影响越来越大,体育运动与人类息息相关,人类逐渐意识到体育市场是社会进步,经济发展不可或缺的一环。目前中国的体育市场发展速度令人惊叹,据统计1997年体育产业的增加值为156.37亿元,1998年为183.56亿元,按这一趋势,到2010年体育产业的产值至少可达281.2亿元,占GDP的比重可望从1998年的0.2%增至0.3%。
从纵向观察研究,我国体育产业的发展速度是可喜的,但横向比较,发达国家的体育产业值占GDP的1—3%,而中国占GDP的比重仅为0.2%左右。我国体育产业才初具规模,还存在很多影响发展的因素,比如群众的体育意识还不强,投资主体单一,对社会力量发展体育产业缺乏扶持政策,体育无形资产的市场化运作程度不高,体育资源的配置尚未有效发挥市场机制作用等。总体上来讲,我国的体育产业起步晚,起点低,规模小,发展快,潜力大,促进体育产业的发展有很多工作要做,体育市场目前的发展极不健全,需要各基层的体育工作者,特别是体育科研人员潜心研究,力求从各方面、各环节为体育市场添砖加瓦,完善体育市场,以进一步推动体育运动的发展,巩固我国在世界体坛的地位。
高校体育作为体育运动的重要一环,它的地位和作用日趋显著,近几年,
The development of sports activity advances by leaps and bounds in the 21st century. Different kinds of World games surge forward. The commercial giants make their enterprises' glamour and brands rooted in the hearts of the people further through the power of sports activity's global influence. The sports industry becomes a new industry attracting many attentions. According to statistics: The global output value of sports industry is up to US$ 500 billion, and keep the annual growth rate at more than 20%. The sports gross output value of sports market in developed countries accounts for 1-3% of GDP and it gradually becomes the pillar industry.Nowadays, Sports industry has developed very fast, and sports market's influence is becoming greater and greater. The sports activity is closely linked with mankind, so the mankind gradually realizes that the sports market is an indispensable part of improving the social progress and economic development. In China, the sports market development speed is marvelous. According to statistics, in 1997, the value-added of the sports industry was 15, 637 million yuan and it was 18,356 million yuan in 1998. With this trend, the output value of the sports industry can be up to 28,120 million yuan at least by 2010 and the proportion, which accounts for GDP can be expected to increase from 0.2% of 1998 to 0.3%. From observing studying vertically, the development speed of the sports industry of our country is gratifying, but to be compared horizontally, the value of sports industry in developed countries accounts for 1-3% of GDP, as
the proportion of China to GDP is only about 0.2%. The sports industry of our country begins to take shape, while a lot of factors are influencing the development of sports industry, such as low consciousness of taking part in sports, very few kinds of investors, the lack of supporting policies for the social forces which develop the sports industry, the low degree of sports market-based operation of intangible assets and disposition of sports resource does not play to the role of market mechanism effectively yet.Generally speaking, sports industry of our country starts late, on a low starting point, in small scale, in excessive growth, and its potentiality is great. There have much work to do to promote the development of sports industry. Sports market's present development is imperfect, and it need the sports workers of different levels, especially the scientific research personnel of sports who should concentrate on studies, Every workers and researchers should strive for perfecting the sports industry in order to promote the development of sports activities further, and consolidating our country's position in the sports circle of the world.University's sports are regarded as an important part of sports activity. Its position and function are becoming more and more remarkable. In recent years, the domestic university's sports activity has developed a lot. Every large universities and colleges set up the representative teams, clubs and athletic associations, but generally speaking the development of the sports market of the university lags behind very much. Its development speed is relatively slow. This paper makes efforts to analyze the reason why the sports market of the university in chengdu lags behind on the basis of current situation of the sports market of the university, and compared with the foreign university sports market at the same time, aiming to find out the method and countermeasure of developing the university sports market of our country and perfect the sports industry's market of our country finally.The author has consulted a large amount of documents and materials make a lot of questionnaire investigation and took many experts' interview, so this paper works on the feasibility and counter-measures of developing the sports market in chengdu
on the basis of all-round understanding and a deep research. It is hoped that the ideas of this paper can promote the development of sports market of the university, perfect the sports market of our country, improve the proportion in GDP of sports industry, and promote the development of sports activity in an all- round way.
当前体育产业发展迅猛,体育市场对市场经济的影响越来越大,体育运动与人类息息相关,人类逐渐意识到体育市场是社会进步,经济发展不可或缺的一环。目前中国的体育市场发展速度令人惊叹,据统计1997年体育产业的增加值为156.37亿元,1998年为183.56亿元,按这一趋势,到2010年体育产业的产值至少可达281.2亿元,占GDP的比重可望从1998年的0.2%增至0.3%。
从纵向观察研究,我国体育产业的发展速度是可喜的,但横向比较,发达国家的体育产业值占GDP的1—3%,而中国占GDP的比重仅为0.2%左右。我国体育产业才初具规模,还存在很多影响发展的因素,比如群众的体育意识还不强,投资主体单一,对社会力量发展体育产业缺乏扶持政策,体育无形资产的市场化运作程度不高,体育资源的配置尚未有效发挥市场机制作用等。总体上来讲,我国的体育产业起步晚,起点低,规模小,发展快,潜力大,促进体育产业的发展有很多工作要做,体育市场目前的发展极不健全,需要各基层的体育工作者,特别是体育科研人员潜心研究,力求从各方面、各环节为体育市场添砖加瓦,完善体育市场,以进一步推动体育运动的发展,巩固我国在世界体坛的地位。
高校体育作为体育运动的重要一环,它的地位和作用日趋显著,近几年,
The development of sports activity advances by leaps and bounds in the 21st century. Different kinds of World games surge forward. The commercial giants make their enterprises' glamour and brands rooted in the hearts of the people further through the power of sports activity's global influence. The sports industry becomes a new industry attracting many attentions. According to statistics: The global output value of sports industry is up to US$ 500 billion, and keep the annual growth rate at more than 20%. The sports gross output value of sports market in developed countries accounts for 1-3% of GDP and it gradually becomes the pillar industry.Nowadays, Sports industry has developed very fast, and sports market's influence is becoming greater and greater. The sports activity is closely linked with mankind, so the mankind gradually realizes that the sports market is an indispensable part of improving the social progress and economic development. In China, the sports market development speed is marvelous. According to statistics, in 1997, the value-added of the sports industry was 15, 637 million yuan and it was 18,356 million yuan in 1998. With this trend, the output value of the sports industry can be up to 28,120 million yuan at least by 2010 and the proportion, which accounts for GDP can be expected to increase from 0.2% of 1998 to 0.3%. From observing studying vertically, the development speed of the sports industry of our country is gratifying, but to be compared horizontally, the value of sports industry in developed countries accounts for 1-3% of GDP, as
the proportion of China to GDP is only about 0.2%. The sports industry of our country begins to take shape, while a lot of factors are influencing the development of sports industry, such as low consciousness of taking part in sports, very few kinds of investors, the lack of supporting policies for the social forces which develop the sports industry, the low degree of sports market-based operation of intangible assets and disposition of sports resource does not play to the role of market mechanism effectively yet.Generally speaking, sports industry of our country starts late, on a low starting point, in small scale, in excessive growth, and its potentiality is great. There have much work to do to promote the development of sports industry. Sports market's present development is imperfect, and it need the sports workers of different levels, especially the scientific research personnel of sports who should concentrate on studies, Every workers and researchers should strive for perfecting the sports industry in order to promote the development of sports activities further, and consolidating our country's position in the sports circle of the world.University's sports are regarded as an important part of sports activity. Its position and function are becoming more and more remarkable. In recent years, the domestic university's sports activity has developed a lot. Every large universities and colleges set up the representative teams, clubs and athletic associations, but generally speaking the development of the sports market of the university lags behind very much. Its development speed is relatively slow. This paper makes efforts to analyze the reason why the sports market of the university in chengdu lags behind on the basis of current situation of the sports market of the university, and compared with the foreign university sports market at the same time, aiming to find out the method and countermeasure of developing the university sports market of our country and perfect the sports industry's market of our country finally.The author has consulted a large amount of documents and materials make a lot of questionnaire investigation and took many experts' interview, so this paper works on the feasibility and counter-measures of developing the sports market in chengdu
on the basis of all-round understanding and a deep research. It is hoped that the ideas of this paper can promote the development of sports market of the university, perfect the sports market of our country, improve the proportion in GDP of sports industry, and promote the development of sports activity in an all- round way.
引文
1 徐玖平,唐成.体育市场的价格理论[M].四川教育出版社,2001
2 卢元镇.体育产业现状趋势与对策[M].人民体育出版社,2001
3 鲍明晓.体育产业——新的经济增长点[M].人民体育出版社,2000
4 唐成,张超慧.体育产业经营的理论与实践[M].四川大学出版社,2001
5 耿立中.体育市场——策略与管理[M].人民体育出版社,2001
6 向洪,沙地,黄世礼.淘金体育[M].经济日报出版社,2004
7 张岩等.中国体育市场理论与实践[M].陕西人民出版社,1999
8 刘玉珍.体育市场学概论[M].黑龙江人民出版社,1999
9 龚江辉.中国体育消费观念和现状研究[M].北京大学出版社,1998
10 王斌.我国高校体育产业的现状分析[J].上海体育学院学报[增刊],2000(24)
11 王承信等.关于我国学校体育产业的战略性思考[J].体育文化导刊,2002(5)
12 汪伟信.提高体育消费水平应处理好的几个关系[J].成都体育学院学报,2001(2)
13 杨铁黎.关于我国高校体育产业现状及发展方向的研究[J].体育科学,1998(2)
14 杨铁黎.中日两国体育产业的比较研究[J].北京体育师范学院学报.1996(2)
15 楚继军.高校体育产业现状与开发[J].武汉体育学院学报,1983(3)
16 唐成等.论体育产业经营与媒体的关系[J].成都体育学院学报,2000(3)
17 张超慧等.体育产业全球化及其对中国体育产业发展影响分析[J].成都体育学院学报,2000(3)
18 魏振兰等.关于体育市场发展规律的研究[J].体育科学,1996(2)
19 周征.我国体育用品业的现状分析与发展对策[J].山东体育学院学报,2000(2)
20 郑芳等.我国体育用品业的发展现状及策略研究[J].成都体育学院学报,2000(4)
21 鞠成军等.美国高校体育产业发展的启示[J].体育学刊,2003(3)
22 段立军等.加入WTO对高校体育产业的影响[J].南阳师范学院学报,2003(6)
23 陆亨伯等.高校体育产业化与体育管理体制改革探索[J].宁波大学学报,2001(8)
24 任保国.我国普通高校和体育院校体育产业理论与发展战略研究[J].体育科学, 2004(7)
25 刘凡.体育产业将占GDP的0.3%[N].市场报,2002-03-16(4)
26 罗耀华.促进高校体育产业化进程[J].内江师范学院学报,2002(6)
27 毛永革.对高校体育产业发展的可行性探讨[J].青海师范大学学报,2004(5)
28 牟旭东.加快我国体育产业发展的政策建议.经济咨询
29 张庆武等.高校体育产业的现状及发展对策[J].体育成人教育学刊,2003(3)
30 李小东.湖南高校体育产业开发的调查研究[J].山西师大体育学院学报,2003(1)
31 孙克成.发展高校体育产业的必要性及对策建议[J].体育文化导刊,2004(4)
32 程一辉.我国高校体育产业发展现状及对策研究[J].吉林体育学院学报,2004(2)
33 官中威.福建高校体育产业发展对策的研究[J].福建体育科技,2003(3)
34 马勇.开高校体育产业走向市场之先河[J].南京体育学院学报,2002(3)
35 雷选沛.论我国体育产业实行战略联盟的方式[J].武汉体育学院学报,2004(4)
36 徐娜.我国体育用品的现状及发展对策研究[J].山东体育科技,2002(4)
37 刘丽霞.高校体育产业化道路初探[J].哈尔滨学院学报,2002(8)
2 卢元镇.体育产业现状趋势与对策[M].人民体育出版社,2001
3 鲍明晓.体育产业——新的经济增长点[M].人民体育出版社,2000
4 唐成,张超慧.体育产业经营的理论与实践[M].四川大学出版社,2001
5 耿立中.体育市场——策略与管理[M].人民体育出版社,2001
6 向洪,沙地,黄世礼.淘金体育[M].经济日报出版社,2004
7 张岩等.中国体育市场理论与实践[M].陕西人民出版社,1999
8 刘玉珍.体育市场学概论[M].黑龙江人民出版社,1999
9 龚江辉.中国体育消费观念和现状研究[M].北京大学出版社,1998
10 王斌.我国高校体育产业的现状分析[J].上海体育学院学报[增刊],2000(24)
11 王承信等.关于我国学校体育产业的战略性思考[J].体育文化导刊,2002(5)
12 汪伟信.提高体育消费水平应处理好的几个关系[J].成都体育学院学报,2001(2)
13 杨铁黎.关于我国高校体育产业现状及发展方向的研究[J].体育科学,1998(2)
14 杨铁黎.中日两国体育产业的比较研究[J].北京体育师范学院学报.1996(2)
15 楚继军.高校体育产业现状与开发[J].武汉体育学院学报,1983(3)
16 唐成等.论体育产业经营与媒体的关系[J].成都体育学院学报,2000(3)
17 张超慧等.体育产业全球化及其对中国体育产业发展影响分析[J].成都体育学院学报,2000(3)
18 魏振兰等.关于体育市场发展规律的研究[J].体育科学,1996(2)
19 周征.我国体育用品业的现状分析与发展对策[J].山东体育学院学报,2000(2)
20 郑芳等.我国体育用品业的发展现状及策略研究[J].成都体育学院学报,2000(4)
21 鞠成军等.美国高校体育产业发展的启示[J].体育学刊,2003(3)
22 段立军等.加入WTO对高校体育产业的影响[J].南阳师范学院学报,2003(6)
23 陆亨伯等.高校体育产业化与体育管理体制改革探索[J].宁波大学学报,2001(8)
24 任保国.我国普通高校和体育院校体育产业理论与发展战略研究[J].体育科学, 2004(7)
25 刘凡.体育产业将占GDP的0.3%[N].市场报,2002-03-16(4)
26 罗耀华.促进高校体育产业化进程[J].内江师范学院学报,2002(6)
27 毛永革.对高校体育产业发展的可行性探讨[J].青海师范大学学报,2004(5)
28 牟旭东.加快我国体育产业发展的政策建议.经济咨询
29 张庆武等.高校体育产业的现状及发展对策[J].体育成人教育学刊,2003(3)
30 李小东.湖南高校体育产业开发的调查研究[J].山西师大体育学院学报,2003(1)
31 孙克成.发展高校体育产业的必要性及对策建议[J].体育文化导刊,2004(4)
32 程一辉.我国高校体育产业发展现状及对策研究[J].吉林体育学院学报,2004(2)
33 官中威.福建高校体育产业发展对策的研究[J].福建体育科技,2003(3)
34 马勇.开高校体育产业走向市场之先河[J].南京体育学院学报,2002(3)
35 雷选沛.论我国体育产业实行战略联盟的方式[J].武汉体育学院学报,2004(4)
36 徐娜.我国体育用品的现状及发展对策研究[J].山东体育科技,2002(4)
37 刘丽霞.高校体育产业化道路初探[J].哈尔滨学院学报,2002(8)