运动员商业活动的制度空间  

Institutional spaces for athlete's commercial activities

作　　者：邓春林[1] 

机构地区：[1]广东商学院体育部,广东广州510320

出　　处：《体育学刊》2009年第8期18-23,共6页Journal of Physical Education

基　　金：2008年度国家社会科学基金资助项目(08CTY012);广东省哲学社会科学"十一五"规划2007年度项目(07YN01)

摘　　要：结合制度变迁理论,对我国运动员商业活动的制度创新进行了研究。论述了现行运动员商业活动相关制度的弊端:项目管理中心组织形式官民兼具、运行方式管办兼能是运动员商业活动的制度性障碍;运动员商业开发资源被行政垄断,使得运动员无形资产的产权主体比较单一、社会资本参与运动员商业活动的进入壁垒较高,不利于实现运动员商业价值最大化。研究认为,反行政垄断并非是《反垄断法》所能完全承受的重任,完善运动员商业活动相关制度的关键是项目管理中心要转变职能,实现彻底的管办分离,以消除行政性限制竞争产生的土壤。据此,对项目管理中心试行运动员商业活动招标制度、改进合同管理方式以优化运动员商业价值开发资源的产权配置,提高运动员商业活动的效益进行了探讨。By using theories about institutional transformation, the author studied institutional innovations for commercial activities of athletes in China, and expatiated on the following malpractices of athlete＇s commercial activity related institutions currently effective： the private and official organizational forms concurrently existing and the management and operation concurrently effective running manner of the Project Management Center are the institutional obstacles for athlete＇s commercial activities; athlete＇s commercial development resources are administra- tively monopolized, resulting in that the main body of the property fight of athlete＇s intangible assets is undiversifled, and that it is relatively difficult for social capital to participate in athlete＇s commercial activities, which are bad for realizing the maximization of athlete＇s commercial value. Via his study the author put forward the following opinions： anti administrative monopoly is not an task that can be undertaken solely by the Antitrust Law; the key to perfecting athlete＇s commercial activity related institutions is that the Project Management Center should transform its functions, and completely separate management from operation, so as to eliminate the soil for growing administratively restricted competitions. Accordingly, the author probed into the trial institution of bid invitation for athlete＇s commercial activities of the Project Management Center, as well as contract management manner improvement in order to optimize the allocation of property fight of athlete＇s commercial value development resources, and to enhance the effect of athlete＇s commercial activities.

关 键 词：体育经济学 商业开发 运动员 体育法 

分 类 号：G80-05[文化科学—运动人体科学]