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Reflections on "What is Sports Economy"

Sports economy refers to the organic integration of mass sports life and related economic behaviors from the perspective of production and operation, so as to develop as a special industry.

First, the obstacles to the development of sports economy in China

At present, China can be called a sports power in the world, but the development of sports economy in China is far from commensurate with the vigorous development of sports undertakings. After systematic analysis, the author believes that the obstacles affecting the development of China's sports economy mainly include the following aspects.

1. Market positioning is not allowed. In the period of planned economy, people's thoughts were severely bound, their horizons were not broad, and they did not realize the relationship between sports and economy, which caused a serious disconnect between them. For many years, only the state investment has been emphasized, and its own commercial development has been neglected. The national team went abroad to participate in large-scale competitions to attract sponsorship, always avoiding the motivation of income generation, and did not position sports as a commercial activity model; Sports consumption only stays at the low level of welfare consumption, and does not lead it to the high level of monetization and marketization. With the deepening of reform and opening up and the further liberation of ideas, people gradually realize the interactive relationship between sports and economy, but when exploring the development of sports industry, they often can't completely break away from the inertial thinking of more than ten years and take bold steps with a broad vision. On the other hand, due to the lack of experience and theoretical guidance, most entrepreneurs still can't keep up with the situation that China's industrial structure needs to be greatly adjusted.

2. Elbows are manufactured by traditional systems. Sports events in China have always been arranged by the State Sports Commission, forming a legal planned operation. In the process of reform, we try to change sports from government behavior to enterprise behavior. Although this move has a strong market economy component, it still bears the brand of planned economy era to a certain extent. In the process of co-organizing sports with sports departments, enterprises often don't get enough autonomy. In addition, enterprises often get a few after making profits, and invest more and more in many competitions, but the benefits are few. In the long run, the enthusiasm of enterprises that want to invest in sports will be dispelled.

3. Weak market competition. There are few world-renowned enterprises in China, and many enterprises are obviously in a weak position in capital compared with developed countries such as the United States, Japan and Western Europe. Therefore, it is difficult to occupy a place in many major international events, such as the naming rights of the Olympic Games and the World Cup, and designated products.

4. Poor policy support. In the United States, Britain and other countries with developed sports economy, the government has given preferential policies to support the development of their own sports economy. Give different degrees of tax relief to sports competitions organized by sports departments, donations accepted by sports organizations and operating income of sports venues; Enterprises sponsoring sports competitions can be included in their production costs or advertising fees; The construction of stadiums and gymnasiums can enjoy preferential policies of land acquisition and low-interest loans. However, China's support in this regard is far from enough. Compared with education, culture and other undertakings, the sports industry has been given a "cold shoulder" in terms of preferential policies.

5. The related services are not perfect. Sports industry, like all other industries, needs a series of perfect prenatal and postnatal service measures. Failure to keep up with the service measures will definitely hinder the development of the sports industry. Most sporting goods manufacturers in China blindly emphasize the production and sales of sports products, but ignore the consumption consultation, training and guidance of sports products, fail to provide sports instructors for consumers in time, and there is a serious shortage of sports intermediary companies. All these factors have delayed the development of sports economy. Take the once hot fitness equipment market as an example, there are different opinions about the puzzling market shrinkage now. But the main reason is that the selection and use of fitness equipment has never been heated, and some products have no instructions at all, or just a few words, which doesn't work at all. Consumers have no scientific "fitness plan" and no reasonable exercise guidance.

6. Lack of macro-control and scientific management. There is a serious tendency of blind obedience in domestic enterprises. When the profit of any sport is higher, all businesses will squeeze into one road, resulting in repeated construction, unscientific planning and blind comparison of construction scale. At the same time, because most of the existing sports managers are retired athletes, coaches and laid-off workers, they are generally only familiar with sports work and lack understanding of market operation and its laws, and the management level of sports industry needs to be improved urgently.

Second, the way out for the development of sports economy in China

1. Further emancipate the mind and deepen sports reform. In the era of planned economy, sports in China relied entirely on the national budget and ate "imperial grain". This phenomenon will gradually disappear with the arrival of market economy, and sports is also in the tide of reform. Sports departments should strengthen cooperation with enterprises, jointly run sports with enterprises, reduce administrative intervention by the government, gradually separate government from enterprises (that is, sports enterprises), and truly develop sports economy according to market rules. For example, the world-class venues that hosted the 8th National Games in Shanghai cost 5.6 billion yuan, which didn't cost the country a penny. They were completely operated in a market way, which was magnificent and generous. Our entrepreneurs' thinking should also extend from the circle of industrial economy to the field of sports economy, investigate foreign sports industries with great commercial value, and explore the China market in combination with China's national conditions.

2. Vigorously promote sports industrialization.

(1) Develop sports brand management. ① Brand management of sporting goods. It is to brand sporting goods and related products, clothing, drinks, etc. China sporting goods include well-known products such as Li Ning and Qingdao Double Star. But it can't stop the powerful offensive of foreign brands such as Nike and Puma. The domestic market is difficult to hold, and the strength is far behind when attacking the international market. The vigorous development of sports industry in China and the "National Fitness Campaign" that is emerging all over the country provide unlimited business opportunities for the sports community, but there are also many challenges. Faced with the smoke-filled sporting goods market, businesses should clearly understand the market situation, actively adjust the product and industrial structure of enterprises, strive for their own living space and development space through active adjustment, constantly innovate in the materials and functions of sporting goods, improve the scientific and technological content of products, focus on developing their own brands, and break through and occupy the international market while maintaining the domestic market. ② Brand management of sports events. Under the background of China's sports gradually stepping into the track of socialization and industrialization, the brand effect can be obtained by operating a sports event as a famous brand event, or by operating a sports product as a brand product. The Beijing International Marathon has developed into the most influential international track and field event in China, and has been listed in the top ten A-level marathons in the world.

(2) Diversification of sports facilities. Due to poor management, many gyms are too big to make ends meet. Gymnasium can take sports as the center, fully develop the sports market according to the laws of market economy, and embark on a brand-new road of sports industrialization. For example, open basketball courts, badminton courts, table tennis halls and other venues to serve the national fitness; Strive for sports activities, exhibitions and academic fairs to be held in venues with good hardware construction and high service quality; Open sports clubs, and cooperate with sports activities to open catering, accommodation, newsstands and other business activities. Take advantage of the upsurge of "national fitness campaign" in China, implement diversified management, make idle facilities come alive, change monotonous uses into multi-uses, and use libraries to feed back sports.

(3) Operating by sports. Operating by borrowing light is to expand the popularity of products and enterprises through the influence of some sports celebrities, things and events, and then obtain huge economic benefits. The specific modes of operation are as follows: ① running schools jointly with sports celebrities to train successors for the development of sports in China. ② Export excellent players and coaches. China is a world leader in table tennis, diving and badminton. Exporting our excellent players and coaches to countries in need can not only carry out sports exchanges between the two countries, but also promote the economic development of China. (3) Take the opportunity of holding sports events in China to promote the development of domestic tourism, exhibitions and other industries and promote economic and trade cooperation.

(4) Promote the materialization of Lenovo. The materialization of associations is the development direction of sports reform, and the China Football Association has completed the process of thoroughly remoulding itself relatively quickly and successfully. The annual national fund of 3 million is only 1/20 of the Football Association. At present, the Football Association has been able to earn 60 million yuan from the society every year. Chinese basketball association accounts for 30 million a year. The Sports Management Center of the State General Administration of Sports 1 1, and the annual profit is100000 yuan. The State Sports General Administration collects 400 million yuan from the society a year, which is no less than the national financial allocation. References:

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