Study On The Related Theories And Practices Of The College Students' Sports Market Development In China

Abstract: The dissertation explores the related theories and practices of the college students' sportsmarket development conducted by the Federation of the University Sports of China (FUSC) and 24sub-commissions so as to provide important foundations and practical results for the Federation of theUniversity Sports of China and many universities, and to serve the development of education andsports markets. Furthermore, the dissertation will fill up the vacancy in the field. The conclusions areas follows: Firstly, Developing college students' sport markets mainly involves such four related theories asdoubly educated sports market, Potential culture, prolongation, green marketing and the combination of7P. These theories and 7P are the centers to the development of college students' sports markets. Theformer two theories are the keys to form the competitive abilities to the college students' sports serviceproduct; prolongation is one of the theories to extend college students' sports markets, and greenmarketing is one of the important theories to make the college students' sports service product developedsustain ably. Secondly, the sports markets developed by FUSC and its sub-commissions include sportperformance market, whose structures are sport competition, sport training and sports insurance. Theprocess of college students' sports markets conducted by FUSC and its sub-commissions is in the stageof united development. Operation models of developing college students' sports markets mainly arefriendly sponsorship model and complex model. The forms of development mainly are league juridicalpersons. The source and channel to obtain information mostly are in the federation and upper-levelleaders. Thirdly, Developing college students' sport markets is a different competition adding thecombination of sports service to culture, whose key competitive ability is the adapted compositionamong college students' sports culture and university campus culture and sport. College students' sportmarkets are quite different from the other markets. In the future reform of sport law, the developmentof college students' sport markets will have active and important effects on the development of theother markets. Fourthly, the development of college students' basketball markets conducted by the BasketballFederation is a good example compared with the other sports markets development in China, for theytook advantage of university campus culture, college students' culture and basketball culture, adheredto the educational nature, attached more importance to establishing and bettering the athletes' trainingsystem followed the laws of education, sports and markets, formed key competitive ability, andadhered to its own brand. Fifthly, College students' sports markets in China have a bright future, especially after the BeijingOlympic games, whose position will be raised a lot. The developmental strategies are system, culture,personnel, advantages and developmental new experience. Finally, the main factors affecting the development of college students' sport markets in China arelacking the related talents of developing and managing sport market, the perfect system and the optionalpolicy and the quality management and the funds.