后奥运时代中国体育文化产业发展分析  

Post-Olympic Era of the Chinese Sports Culture Industry Analysis

作　　者：康莉[1] 杨警非[2] 

机构地区：[1]暨南大学体育部,广州510632 [2]解放军军事体育进修学院,广州510076

出　　处：《体育与科学》2012年第1期100-103,共4页Sports & Science

摘　　要：发展体育文化产业有利于促进体育事业社会化、产业化,推动经济社会的协调发展。北京奥运会对于整个体育文化产业的发展更是如虎添翼,是中国体育文化发展的加速器,为中国体育文化产业的全面腾飞提供了百年难遇的发展契机。对中国体育文化产业的发展进行SWOT分析,列出体育产业所具有的优势与劣势,以及面临的机会、威胁,并制定出SO、WO、ST、WT四种发展策略:实施国际化战略,开拓国际市场;培育市场主体,增强产业整体实力;夯实文化底蕴,打造中国品牌;合理配置资源,走可持续发展道路,对我国体育强国综合实力的增强有重要的现实意义。The development of sports cultural industry helps the sports socialization and industrialization, and promotes the coordinated development in both economy and society. Beijing Olympics greatly facilitated the entire development of the sports cultural industry and accelerated the development of China＇s sports culture, offering an once- in- a- lifetime opportunity for the overall boom of china＇s sports. This paper makes SWOT analysis of China＇s development of sports cultural industry, lists both the advantages and disadvantages, the chances and challenges of sports industry, and last formulates four development strategies- SO, WO, ST and WT , implementing international strategy and exploring international market, mastering market players and enhancing the overall strength of the industry, reinforcing the cultural heritage and building Chinese brand, and allocating resources rationally to maintain sustainable development, which are of practical significance to strengthen China＂ overall strength as a sports power.

关 键 词：体育文化产业 SWOT分析 国际竞争力 发展策略 

分 类 号：G80-05[文化科学—运动人体科学]