The Research On The Trust Of Chinese Sports Economic Activities

The trust of sports economic activities is the background of the main body of the sports economy. Without some extent trust, the sports economic activities will not happen. Discuss the trust connotation and the original of sports economic activities and analyze the main character of different periods. Research the reason of the lower trust forming contemporary and put forward the correspond measures. This dissertation has important significance for promoting the healthy development of sports economic activities and realizing the harmonious society.The methods of literature, experts review, questionnaire, individual case, data statistic are used in this dissertation. The result of this research indicates:1,The trust of sports economic activities is divided into relationship trust, credit trust, institution trust. The trust will affect the exchange cost, influence the cooperation of the main body of sports economic activities and limit the enlargement of the sports enterprise's scale.2,The trust of traditional relationship hold the dominant position, credit trust will exert role in some areas and some periods, however institution trust lies in absent state in traditional sports economic activities. Sports economic activities have upper extent of trust.3,The trust of traditional relationship will be blown, protection relationship trust hold the dominant position, but credit trust and institution trust lost in planned economical periods. Sports enterprise has upper trust to superior dominant department and inner staff of sports enterprise has upper trust to leaders. Consumers and sports enterprises and in the sports enterprises the credit trust have been lost.4,Relationship trust, credit trust and institution trust have the building condition in transitional sports economical activities and they will exert dominant correspond role, but institution trust exert less role. The trust structure shows complex characters, the extent of trust has upper difference in different sports economical activities.5,The main reasons of lower trust in transitional period are as followed: (1) the relationship trust can not transfer to modern society in time; (2) sports economical institution is not perfect; (3)the condition of building credit trust is limited; (4) credit resource can not be transferred correctly.6,The building measures of sports economical activities trust are as followed: (1) stress modern application to traditional trust; (2)strengthen credit education; (3)improve sports economical related laws and rules; (4) build modern institution of sports property rights; (5) build penalty institution of lost credit; (6) accelerate transfer of sports economical main body resource and information; (7) formulate government behaviors.