第三次社会转型期我国体育市场发展面临的机遇和挑战  

Opportunities and Challenges to the Developing of China's Sport Market During the Third Social Tranformation

作　　者：吕树庭[1] 何冰[1] 徐建牛[1] 

机构地区：[1]广州体育学院社会体育系,广东广州510075

出　　处：《广州体育学院学报》2000年第4期1-7,共7页Journal of Guangzhou Sport University

摘　　要：面对市场经济的挑战，我国已确立了体育产业化的发展方向。为此，对“体育产业化”这一命题的讨论，一直是人们关注的热点。产业化也就是要市场化，使体育产品成为一种可以在市场上被购买的消费品。于是，体育市场的作用便凸现出来。采用文献法与逻辑分析的方法，以我国第三次社会转型期“工业化” 和“市场化”过程为背景，从体育市场现代梗概入手，探讨了我国体育市场发展所面临的机遇和挑战。结果：①工业化、城市化进程的加快给体育市场发展带来了契机；②观念理性化趋势促动了人们增加体育人力资本的投资；③体育市场异常复杂，体育市场细分难度大；④体育中介组织的发展急待成熟；⑤由体制支撑的行业垄断对体育体制改革彼及的影响将成为体育市场进一步发展的阻力。Facing the challenge of market economy, the industrialization has been established the physical education and sport in China, and discussed as a focus. It means market iligation and makes the product of sport industry purchased on the consumptive market. Therefore, the function of sport market will be prominent. Under the background of the process of industrialization and marketiliza- tion during the third social transformation, with the status of sport market, the pater employed main- ly two research methods: documentation and logical analysis and discussed the oportunities and chal- lenges to the developing of China's sport market. Conclusion: ①The acceleration of industrialization and urbanization brought some opportunities for the developing of sport market.②More and more people are willing to pay for health due to the tendency of sense-rationalization.③The sport market is very complicated so that it's very difficult to differentiate it accurately.④It's urgent for sport inter- mediary organization to be mature.⑤The influence of trade monopoly supported by system on the re- form of sport system is an obstacle for further development of sport market.

关 键 词：社会转型 第三次转型期 体育市场 机遇和挑战 

分 类 号：G80[文化科学—运动人体科学]