受众视角下中国体育产业政策态度研究  

Research on the Policy Attitude of Chinese Sports Industry from the Perspective of Audience

作　　者：徐俊 林向阳[2] XU Jun;LIN Xiangyang(Minjiang University,Fuzhou 350108,China;School of Physical Education and Sport Science,Fujian Normal University,Fuzhou 350117,China)

机构地区：[1]闽江学院,福州350108 [2]福建师范大学体育科学学院,福州350117

出　　处：《河北体育学院学报》2024年第4期44-52,共9页Journal of Hebei Sport University

基　　金：国家社会科学基金项目“中国政府推进体育产业发展的政策工具研究”(18BTY029)。

摘　　要：体育企业是体育产业政策的受众群体,其政策态度影响着政策执行的有效性。基于受众视角,结合体育产业政策态度的特点,研制测量工具,依据对全国214家体育企业的问卷调查,探究我国体育产业政策态度及其影响因素。认为,体育产业政策执行实际是体育企业政策态度形成并发挥作用的过程。在这一过程中,体育企业对政策的效果认知和执行认知能够提升企业对政策的满意度,进而采取政策顺从行为,但企业对政策的内容认知对政策态度没有显著影响。进一步分析发现,体育产业政策文本的科学性、政策执行者的责任感、政策受众的利益权衡、政策监管机制的完善程度是影响体育产业政策态度的主要因素。为此,提出针对性的调适策略:把满足企业需求作为政策制定的出发点和落脚点,把建设现代服务型政府作为政策评价的内在标准,把完善制度规矩作为政策执行的有效保障,把优化法治环境作为政策执行的底线要求。Sports enterprises are the receivers of sports industry policy,and their policy attitude affects the effectiveness of policy implementation.Based on the perspective of the receivers,combined with the characteristics of the policy attitude of the sports industry,a measurement tool was developed to explore the policy attitude of China’s sports industry and its influencing factors based on a questionnaire survey of 214 sports enterprises across the country.It is believed that the implementation of sports industry policy is actually a process in which the policy attitude of sports enterprises is formed and plays a role.In this process,sports enterprises’cognition of the effect and implementation of policies can improve their satisfaction with policies,and then adopt policy compliance behavior,but enterprises’cognition of the content of policies has no significant impact on policy attitudes.Further analysis shows that the scientific nature of the text of the sports industry policy,the sense of responsibility of policy implementers,the balance of interests of policy receivers,and the improvement of policy supervision mechanism are the main factors affecting the attitude of sports industry policy.Therefore,this paper puts forward targeted adjustment strategies:meeting the needs of enterprises as the starting point and foothold of policy formulation,building a modern service-oriented government as the internal standard of policy evaluation,improving the system rules as the effective guarantee of policy implementation,and optimizing the rule of law environment as the bottom line of policy implementation.

关 键 词：政策受众 体育产业政策 政策态度 调试策略 

分 类 号：G80-05[文化科学—运动人体科学]