我国经济欠发达地区体育赛事市场化运作的特征与对策研究  

Research on Characteristics of Market-driven Sport Competition Operation and its Strategy in the Regions of Under-developed Middle China

作　　者：汪明旗[1] 徐和清[1] 吴务南[1] 

机构地区：[1]上饶师范学院体育系,江西上饶334001

出　　处：《北京体育大学学报》2005年第12期1592-1594,共3页Journal of Beijing Sport University

基　　金：国家社会科学基金项目(03BTY008)子课题

摘　　要：采用文献资料、问卷调查、数据统计、比较分析等方法对中部欠发达地区四省体育赛事市场化运作特征进行调查研究。结果表明:市场潜在需求大,但现实需求小;体育职业俱乐部缺乏,少数俱乐部还不是独立市场主体;市场中介机构少,规模小,人才缺乏;政府体育赛事管理行为不规范,法制建设滞后。提出大力发展市场消费需求、体育职业俱乐部、中介机构及加强法制建设的建议,提高体育赛事市场化运作效益。Adopted the methods of the documentary analysis, questionnaire investigation, mathematic statistics, and comparative analysis, this study conducted an investigation research in order to explore the rtmning characteristics of markefisation of sport competitions among four provinces in the underdeveloped middle China. The results indicated that while there is little demand for sport competition actually nowadays, sport competitions are in great potential demand; there is lack of professional sport clubs, and a few sport clubs are not independent principal part; the number of marketing agencies is still limited, small in scale and in great need of special experts; the administration of goverra-nent is not regulated, and the construction of low for sports race logs behind. It is proposed to explore market demands for sports races, establish professional sports clubs, establish agencies for sport competition and strengthen the construction of low in relation to sport competition, in order to speed up the sport competitions and promote its profits.

关 键 词：体育赛事 市场化 运作 特征 欠发达地区 

分 类 号：G812.7[文化科学—体育学]