Research On The Development Of Sports Market In China

As the established socialist market economy continues to be perfected and people's living standards improved and the reform and development of sports undertakings gave birth to the rise of China's sports industry, making itself a new growth point in China's national economy. Since it started off late, gaps remain compared to developed countries in terms of its scale and speed in development. However, great development space and market potentials are there. Under the conditions of the market economy, industrial development depends foremost on the market development trend. China has all along adopted a system where sports are run by the state under a planned economy. The current sports market itself is immature and the system is not complete, greatly restricting the orderly development of the sports industry. Although researches on the development of the sports market has begun to rise to academic concerns and certain achievements have been made on theories and methods, the overall strength is still relatively weak, especially in respect that breakthroughs in the holistic study are yet to be attained.Following the logic covering literature review of sports market development-theoretical basis of sports market development study-analysis of impact factors for the sports market development-a comparative study on domestic and foreign sports market development-construction of China's sports market system-optimization of China's sports market development model-FAHP comprehensive evaluation model of the sports market development capacity-options for development path of China's sports market, the paper combines both special and conventional research methods and aims to conduct a multi-disciplinary, holistic, comprehensive study on issues related to China's sports market development.Several major parts are generally included in the structural framework of this study:First, in addition to introduce and conclude some main viewpoints on current sports market dynamics, "review of domestic and foreign research" focuses on the differentiation and analysis between several basic concepts closely linked with the study. Meanwhile, discussions are dedicated to the "theoretical basis for sports market development research", where several basic economic theories relevant to the study and to be referred to in the argumentation are interpreted, paving the way for the overall theoretical. The Chapters III and Chapter IV, based on the comprehensive treatment and analysis of factors affecting the development of sports markets, conduct a comparative study of the domestic and foreign sports markets development, summarize foreign basic models and features, and draw several enlightenments on the development of China's sports market by analyzing the development of sports markets under different systems from an economic point of view. Chapter V raises the core issue from the combination of theories and practice:the architecture of China's sports market system, and gives overall explanation of sports market organization and management systems, types and structural systems, legal system and basic security system. Chapter VI and VII evaluates theories and empirical analyses stated in the previous chapters and makes constructive comments and suggestions reflecting innovative values and application of this study. Chapter VI by applying theories of modern economics and connecting them with the actual development of China's sports market, put forward optimization for the development model of China's sports market including dynamically balanced development of sports consumer demand and supply, the rational development of sports market types and structures and optimized development of sports market main parts operation model and sports market environment and regulatory models. In a creative way, Chapter VII introduces mathematical modeling used in social science researches and establishes a sports market FAHP comprehensive evaluation model by analytic hierarchy process (AHP) and multi-level fuzzy evaluation in modern operational research. This model is applied to evaluate and analyze the actual case of Shandong provincial sports market development. Chapter VIII offers measures and suggestions to the path selection of China's sports market development from the occurrence mechanism of the development path selection of China's sports market. Chapter IX offers a conclusion as well as research prospects.