“互联网+”背景下的体育产业生态解析与建构  

The Sports Industry Ecosystem in the Era of “Internet Plus”:Deconstruction and Construction

作　　者：刘宇峰[1] 

机构地区：[1]忻州师范学院体育系,山西忻州034000

出　　处：《南京体育学院学报（社会科学版）》2017年第3期34-39,共6页Journal of Nanjing Institute of Physical Education

基　　金：山西省哲学社会科学"十二五"规划2014年度课题(编号:201411200902);忻州师范学院专项基金课题(编号:ZT201407)

摘　　要：通过文献、实践观察等研究方法对"互联网+"的背景进行了简单梳理,分析了其与体育产业结合的现实基础,认为"互联网+"对体育产业发展具有以下意义:强粘性大规模潜在用户成就产业渠道优势,小众需求外显与汇聚促进体育产品长尾供给,大数据预测与创新提升体育产品与服务价值,平台与融合优势促进体育产业多维整合发展。分析认为"互联网+"带来了体育产业主体、生产流程和商业模式的解构。在互联网+背景下,要促进体育产业升级必须做到:1)以互联网思维引领体育产业发展;2)产品为王:推动传统体育业态提质增效、转型升级,做强体育产业存量生态;3)运营升级:推动体育互联网化、企业联盟,优化体育产业商业生态;4)模式创新:搭建产业平台,践行跨界优势,做强体育产业融合生态。This article examines the background to the Internet Plus strategy and analyzes the realistic basis for Internet +Sports Industry. It opines that the Internet Plus strategy is of significance for the development of sports industry in the following aspects. Its appeal to large numbers of potential users broadens the industry channel,its popularity with niche markets stimulates the long-tail supply of sports goods,big data-based predictions and innovations raise sports products and services to new levels,and platform integration promotes the integrative development of sports industry. The analysis of the article shows that the'Internet Plus'strategy has brought about the deconstruction of the subjects involved in sports industry,the production process and business models. In order to promote industrial upgrading,the article suggests that sports industry should:1) develop under the guidance of the Internet mentality;2) give top priority to the quality of the product and strengthen the stock ecosystem;3) upgrade its operation,promoting the application of the Internet in sports and enterprise alliance and optimizing the commercial ecosystem;4) innovate models,building platforms to bring into full play cross-border advantages.

关 键 词：互联网+ 体育产业 产品 渠道 

分 类 号：G80-5[文化科学—运动人体科学]