全国性单项运动协会市场开发现状调查与筹资机制研究  

Research on Marketing Development and Fund-raising Mechanism of China's National Sport Associations

作　　者：刘东锋[1] 张林[1] 

机构地区：[1]上海体育学院 经济管理学院,上海200438

出　　处：《体育科学》2008年第2期29-36,共8页China Sport Science

基　　金：国家体育总局体育社会科学基金(894s-s06026);上海市教委重点学科建设资助项目(J51002)。

摘　　要：在对我国全国性单项运动协会市场开发的现状调查的基础上,探讨协会多元化筹资机制的实现途径。研究发现,对无形资产的开发已经成为或正在成为许多协会除政府拨款外最主要的收入来源,同时,单项运动协会在市场开发方面也面临诸如内容还相对单一等问题。研究认为,不同的单项协会其筹资机制应该有不同的实现形式:以职业联赛为核心的市场化运作模式;难以实行职业化,但能够主要依托社会化和市场化运作的筹责模式;政府拨款为主的运作模式;以及政府投入与市场化运作相结合的筹资模式。要建立符合中国社会经济发展阶段和体育运动发展规律的有中国特色的单项运动协会多元化筹资机制,根本途径在于进一步深化单项运动协会实体化改革,深入推动单项运动协会的社会化和市场化。据此提出了具体的对策建议。Based on the survey of marketing development of China＇s National Sport Associations, this paper seeks to explore the fund-raising mechanism of China＇s National Sport Associations. It found out that the income of intangible asset development has become the major source of many national sport associations. At the same time, China＇s sport associations also face many challenges in marketing and fund raising. It came up with several fund raising models for different types of sport associations., market oriented model for professional sports and sports with market potential, government funded model and integration of market and government fund model. It concluded that the ultimate way out is to further promote socialization of sport associations and use of market mechanism. It also came up with specific suggestions.

关 键 词：协会 市场开发 机制 中国 

分 类 号：G80-05[文化科学—运动人体科学]