经济社会学视域下中国职业体育市场生成逻辑及发展策略选择  

Market Generation Logic and Development Strategy Selection of Chinese Professional Sports from the Perspective of Economic Sociology

作　　者：张兵[1,2] 仇军[2] ZHANG Bing QIU Jun(Yancheng Teachers College, Yancheng 224002, China Tsinghua University, Beijing 100084, China.)

机构地区：[1]盐城师范学院体育学院,江苏盐城224002 [2]清华大学体育学博士后流动站,北京100084

出　　处：《体育科学》2017年第7期10-16,共7页China Sport Science

基　　金：中国博士后科学基金项目(2016M600073)

摘　　要：以管办分离改革为龙头的体育管理体制改革,引领着中国职业体育市场的型塑,而如何有效推进市场建设成为当前的重要问题。在经济社会学研究视域下,探解中西方职业体育市场发展逻辑,研究发现:中国职业体育市场生成逻辑有别于西方,其基本表征是,先有消费市场,后有竞赛市场;先有俱乐部企业化,再有运动员等生产资源市场,最后才有联赛市场运营实体;并与政府主导推进的运行实践形成逻辑偏差,制约中国职业体育发展。问题的解决,则需跳出西方路径牵引,走中国特色职业体育市场发展之路。具体策略上,应转变发展思路,重塑中国职业体育发展生态;转变发展方式,优化中国职业体育市场型塑路径,优先消费市场培育,并以此带动后续市场建设;转变发展重点,强化城市社区消费市场培育。The reform of sports management system, which leads to separated management, leads the return to market development practice of Chinese professional sports, and how to carry out mar- ket construction becomes an important problem. From the perspective of economic sociology, to ex- plore the marketing development logic of Chinese and Western professional sports, the study found out that the Chinese professional sports market logic may be different from the West, which basic characteristics as： the competition market after the consumer market; and the first club business, then players and other production resources market, finally the league market operating entity. The logical deviation may restrict the development of professional sports in China, because the formation logic questions have between the market and government promotion. To solve, we need to jump out of Western logic, take the Chinese characteristics of professional sports market development. And some strategies such as： should be converted to the development ideas, to optimize the reshaping of market development ecology： transformed the mode of development and reversed the market development path, giving priority to consumer market cultivation to promote follow-up market constructiom shift- ed development priorities, to focus on urban communities to strengthen consumer market cultivation.

关 键 词：职业体育 中国 市场培养 

分 类 号：G80-05[文化科学—运动人体科学]