我国竞技体育市场化的伦理审思  

Ethical Reflection on the Marketization of Competitive Sports in China

作　　者：赵子明 陈德平 ZHAO Ziming;CHEN Deping(School of Politics and Public Administration,Qufu Normal University,Rizhao,Shandong Province,276826 China;Physical Education Department,Qufu Normal University,Rizhao,Shandong Province,276826 China)

机构地区：[1]曲阜师范大学政治与公共管理学院,山东日照276826 [2]曲阜师范大学体育教学部,山东日照276826

出　　处：《当代体育科技》2021年第33期141-145,共5页Contemporary Sports Technology

基　　金：山东省社会科学规划研究项目(项目名称:当前我国竞技体育市场化的伦理审思;项目编号:16CTYJ07)。

摘　　要：竞技体育市场化的实质是竞技体育竞赛的市场化,主要是职业体育市场化和部分奥林匹克运动市场化,即依托竞技体育自身的特点及优势,通过市场机制合理配置资源,以实现竞技体育效益与效率的最大化。目前,我国竞技体育市场化取得了巨大成就,但竞技体育市场化也面临着伦理风险,如资本至上,背离竞技体育的教育目的;市场至上,消解竞技体育的伦理价值;经济效益至上,忽视竞技体育的社会效益;金钱至上,弱化竞技体育的竞技精神等。该文建议:竞技体育市场化需要走“一体两制”发展路径;要以人为本,实现竞技体育市场化的本质回归;要追求善的精神,实现竞技体育市场化的伦理价值回归;要注意推行文化之美,实现竞技体育市场化的审美回归。The marketization of competitive sports is the marketization of competitive sports competitions,mainly professional sports marketization and some Olympic sports marketization,which is relying on the characteristics and advantages of competitive sports itself,reasonably allocate resources through the market mechanism,so as to maximize the benefits and efficiency of competitive sports.At present,the marketization of competitive sports in China has made great achievements,but it is also faced with ethical risks,such as:Capital first,deviates from the educational purpose of competitive sports;Market first,dispels the ethical value of competitive sports;Economic benefit first,ignores the social benefit of competitive sports;Money first,weakens the competitive spirit of competitive sports,etc.This paper suggests:The marketization of competitive sports needs to take the development path of"one body,two systems";We should put people first and realize the essential return of competitive sports marketization;We should pursue the spirit of goodness and realize the return of ethical value of competitive sports marketization;We should pay attention to the beauty of culture and realize the aesthetic return of competitive sports marketization.

关 键 词：竞技体育 体育市场 体育市场化 伦理 

分 类 号：G812[文化科学—体育学]