新冠肺炎疫情影响下中国职业体育的运营策略——基于CAS理论  

A Study on Operation Strategies of Professional Sports in China under the Impact of COVID-19 Epidemic——Based on CAS Theory

作　　者：江慈 王新雷 JIANG Ci;WANG Xinlei(Ningbo University,Ningbo 315211,China)

机构地区：[1]宁波大学,浙江宁波315211

出　　处：《河北体育学院学报》2021年第3期36-41,共6页Journal of Hebei Sport University

基　　金：国家社会科学基金资助项目(18BTY113)。

摘　　要：新冠肺炎疫情让我国职业体育系统各主体深受影响,职业体育俱乐部运动员训练竞赛被迫中断、外援合同违约等内部矛盾凸显;体育观众注意力外流,收视份额大幅下降;赞助企业宣传效果不及预期,相关纠纷风险加大;转播媒体缺失赛事资源供给,载体价值缩水。CAS理论认为系统内各主体具有主动性、适应性,通过各主体间的相互作用和相互适应,会演化出新的复杂系统以适应环境变化。该理论适用于当下我国职业体育运营问题研究。指出,要摆脱当前运营困境,我国职业体育系统应重点围绕政府引导、职业体育管理者统一认识、赛事疫情防控、电视网络媒体开发、观众需求激发五个方面展开工作,充分发挥政府引导功能,做好相关政策保障;做好目标定位,深化合作共赢思想;严抓赛事举办各环节的疫情防控;大力发展“互联网+”与“体育+”融合模式;重视大众对职业体育的需求与诉求。旨在为我国职业体育复工复产投入运营提供参考。The main bodies of professional sports system in China are deeply affected under the impact of the epidemic of COVID-19.It shows that the outbreak of the epidemic causes more internal contradictions as interruption of training,suspension of professional sports events,increasing risks of foreign aid contract disputes.It also caused the attention outflow of sports audience and a sharp decline in the audience share,the publicity effect of sponsor enterprises is not as good as expected,and risks of related disputes increases.In addition,the broadcast media lacks the supply of event resources,so the carrier value drops greatly.Each agent in the system has initiative and adaptability according to CAS theory,and a new complex system could evolve to adapt to the new environmental changes through interaction and mutual adaptation of each agent.It points out that CAS theory is applicable to the study on the operation of professional sports system in China.In order to get rid of the current operation dilemma,professional sports system in China should focus on the following aspects of government guidance,unified understanding of professional sports managers,prevention and control of events by COVID-19,development of TV network media,and stimulation of audience demand.We should give full play to the government’s guiding function and ensure the relevant policies doing a good job in targeting and deepening the idea of win-win cooperation.Close attention should also be paid to the epidemic prevention and control in all aspects of events,vigorously developing the integration mode of“internet+”and“sports+”,and attach importance to the public’s demand and appeal for professional sports.The purpose of this paper is to provide reference for the resumption of work and production of professional sports in China.

关 键 词：新冠肺炎疫情 职业体育 赛事 系统 CAS理论 运营困境 复工复产 

分 类 号：G80-05[文化科学—运动人体科学]