经济欠发达地区体育赛事市场化运作状况调查研究  

Economic Situation of Sports Market Operation Developed Area Investigation

作　　者：汪明旗[1] 张林宝[1] 汪楠[2] 

机构地区：[1]上饶师范学院,江西上饶334001 [2]江西医学院上饶分院,江西上饶334000

出　　处：《上饶师范学院学报》2014年第3期65-69,共5页Journal of Shangrao Normal University

基　　金：江西省社会科学规划项目课题研究成果之一(课题号:10JY60)

摘　　要：本文有针对性的选取了四个相对经济欠发达的省份对其体育赛事市场化运作状况进行初步研究。经济欠发达地区体育赛事市场化运作受经济条件、体育体制等因素影响,其更为重要的影响因素是体育赛事市场化运作的一些附属客观环境。研究认为,体育赛事的引进承办与本地区项目发展基础、自然环境资源以及地域人文特色关联性很高;地区群众体育消费程度、观赏态度及观赏水平、体育管理人才和媒介的宣传等对于体育赛事市场化运作会起到重要的推动作用;政府重视为体育赛事市场化运作提供了导向条件。为此,应从开发体育资源、明确市场主体及相互关系、加强体育人才管理及社会体育指导员队伍建设和体育赛事可持续发展等方面采取积极有效的措施,促进经济欠发达地区体育赛事市场化运作。In this paper, we selected four relatively underdeveloped provinces to conduct a preliminary study of the sports market operation condition. Effects of sports market economy owes the developed area the economic conditions, physical structure and other factors, the more important factor is the subsidiary objective environment of sports market operation. Research thinks, the introduction of sports services and local project development, natural resources and regional cultural characteristics associated with very high; people sports consumption level, ornamental attitude and ornamental level, sports management talent and media publicity for the sports event marketing will play an important role in promoting the government attached great importance to provide; the guidance conditions for the sports event marketing. Therefore, the development of sports resources, we should make clear the market main body and the relationship between sports talents, strengthen the management and construction of social sports instructor team and sports sustainable development to take active and effective measmez, promote the economy owes the developed area of sports market operation.

关 键 词：欠发达地区 体育赛事 市场化 分析 

分 类 号：G80-052[文化科学—运动人体科学]