O2O模式下我国体育产业发展解析  

Analysis on Development of Sports Industry in China Under The O2O Model

作　　者：卞伯高[1] 刘刚[1] 马少辉[1] BIAN Bo-gao;LiU Gang;MA Shao-hui(Healthy Academy of Sports,GuangZhou University of Chinese Medicine,Guangzhou 510006,China)

机构地区：[1]广州中医药大学体育健康学院

出　　处：《广州体育学院学报》2019年第5期45-49,共5页Journal of Guangzhou Sport University

基　　金：广州市社会科学界联合会2018年度“羊城青年学人”资助研究项目(18QNXR36);2018广东省哲学社会科学规划项目(GD18XTY11)

摘　　要：随着智能手机和移动终端的高速发展,在国家政策的推动下,互联网与体育产业的融合为体育产业的发展提供了新的视角。体育产业的发展离不开与互联网的融合,互联网掌握着庞大的用户数据,能够发挥人才资源的配置以及潜在客户的挖掘的优势,对体育产业链上、中、下游进行合理调配,对体育产业营销的模式起着至关重要的作用。研究目的是通过描述新兴电子商务“020”模式的特点和其在体育产业中的应用现状,分析“020”模式与体育产业结合发展的机遇和挑战,并提出可持续发展的对策建议。With the rapid development of smart phones and mobile terminals,in the promotion of national policy,the integration of the Internet and sports industry provides a new perspective for the development of sports industry.Motivation of the integration of Internet and sports industry is mainly to promote the maximization of economic benefits,in order to better play the advantage of talent resources,government policy guidance,high-tech innovation driven,and consumer demand on the drive.The purpose of this study is through the description of the characteristics of emerging e-commerce “020” mode and in the sports industry in the application status and analysis “020” mode and sports industry combined with the opportunities and challenges of development,and puts forward some countermeasures and suggestions of sustainable development.

关 键 词：O2O 体育产业 机遇 挑战 

分 类 号：G80[文化科学—运动人体科学]