| To prosper philosophy and social science, achieve great development of Chinese culture，realize Chinese culture’s spreading in the world are the strategic targets put forward by the17thCPC National Congress. In order to implement the Congress spirit better, the executive meetingof the State Council issued Culture Industry Promotion Plan on July22,2009. The revitalizationof the culture industry will not realize without the support of Chinese excellent traditional culture.It needs to build modern construction of the national culture inheritance system and to blendnational culture elements in. As an important part of the national culture industry, sports cultureindustry needs more to root in the Chinese excellent traditional culture and learn from the best.With the development of society, the progress of mankind and the speeding-up of the process ofintegrating spots into life, people’s demands of high grade sports culture production areincreasing, too. As the mainstream of Chinese excellent culture, the Confucian humanistic spiritis accepted by more and more people of different races in the world. Obviously, integrating theConfucian humanistic spirit and sports culture industry, creating sports culture industry brandwhich is based on humanistic spirit of Confucian is not only the strong demand of the times, butalso the real need of cultural industry revitalization, even more an important part of Chinesetraditional cultural renaissance.To sum up the domestic and international researches on sports culture industry, we can find:(1) Foreign scholars are more meticulous in the field of sports culture industry. Their studies areconcerned with many aspects, such as sports culture and arts industry, press and publicationindustry, broadcasting and television industry, film industry, audio-visual products industry, theentertainment industry, copyright industry, performing arts industry and so on. Their studies havereached high standard. But foreign scholars’ researches have the shortcomings of being notsystematic and concentrated. Most of the researches mainly focus on technical and operationaldimension, instead of strategic dimension.(2)The domestic scholars pay more attention onconcept, characteristics, functions, content, the present situation, the countermeasures andregional sports culture industry’s exploitation. The results show that our researches on thepresent situation are not systemic, comprehensive and profound enough. The strategies studies for sports culture industry are still subjective and superficial. General discussions are more thanempirical studies. There are few systematic studies of sports culture industry on strategic level.At present, the researches on Confucian humanism are mainly about the relationshipbetween Confucian humanism and political, management, music, the harmonious society,religion, education, or the market-oriented economy, etc. There is no study having been foundconcerning the relationship between Confucian humanism and sports, not to say the study on therelationship between Confucian humanism and sports culture industry. For this, our present study,A Study of Confucian Humanism and Strategy for Chinese Sports Culture Industry, shows itsoriginality obviously.The present study integrates various research methods, such as literature, expert interviews,field visits, case studies and exploratory research, etc., analyzes the status quo of domestic andforeign sports culture industry, discusses the advantages, disadvantages, opportunities andchallenges of Chinese sports culture industry. On the basis of these study results, the presentstudy systematically explores the reasons for and manners of integration of Confucian humanisminto sports culture industry, and then put forward Confucian-humanism-based-strategies forChinese sports culture industry, elaborates on such strategic measures as the layout of sportsculture industry, brand building, resources configuration, risk control, marketing,internationalized spread, talents management and development. The study thereby establishes themethodology system and mode for the development of sports culture industry. On the basis ofcase study on the integration of Confucian humanism in Beijing Olympic Games and the11thNational Games, the present study makes an exemplification research on systematicdevelopment of sports culture industry, with the development design of Confucius health cultureindustry as an example. The study reaches the conclusions as follows:1. Sports culture industry is a complex concept. It is an umbrella term for a series ofactivities of producing, marketing, managing and serving to supply sports culture products andservices, with the aid of modern management strategies. It relies on sports culture resources,regards sports culture symbolized products as its main body, and aims at satisfying customerneeds for sports culture entertainment. Sports culture symbol value is the core and mainstay ofthe sports culture products. The modern organizing and management system is the guarantee forincreasing sports culture value-added. The externalization of sports culture symbols is the souland core of culture industrialization. The essence of sports culture industry is a series of activitiesto increase the added value of sports material and spirit culture products through sports’ creationand development of culture symbols to achieve the innovation of products and brands.2. The development of Chinese sports culture industry coexists with opportunities andchallenges. Actively integrating our advantageous resources and building sports culture industry brands with Chinese unique characteristics and international influence is the shortcut forsustainable development of Chinese sports culture industry.3. Confucian humanism refers to the basic idea and basic concept of being a man, whichwas firstly put forward by Confucius, then spread and developed by his students and subsequentlearners. These concepts have been developed continuously for more than2,500years. Duringrecent100years, such ideas of ethical standards and feudal hierarchy had been washed outgradually. And humanistic spirits, such as unity of heaven and man, people-oriented,self-reliance and self-fulfillment, being harmonious and moderate, seeking truth from facts,being honesty, thinking about moral obligation when facing money, moral self-discipline, ec., arebroadening their world influence and providing the world with wisdom to deal with humanitycrisis, environment pollution and ecological balance.4. The ultimate goal of sports culture industry development is to serve for people’s life, fortheir health, pleasure, ideas, way of thinking, value, dignity, pursuit and freedom. Therefore, todevelop man’s potentials and to serve for better morality and better humane is the ultimatepurpose of the development of sports culture industry. The similarity of pursuit of value providesthe possibility of integration of Confucian humanism and sports.5. To integrate Confucian humanist spirit into the development of sports products and buildsports culture industry brands with Chinese characteristics, can not only provide tangibleConfucian cultural products to meet the strongly increasing international needs of Confuciancultural education for countries around the world, but also promote the development of sportsculture industry. This reveals the positive interaction between Confucian humanism and sportsculture industry.6. Confucian-humanism-based sports culture industry refers to such sports culture industrywith Confucian humanism as core value, to realize industrial prosperity and spread Confucianhumanist spirit as its goal, to upgrade the cultural identity as its purpose which is achieved by theway of accelerating industrial development and popularization.7. Planning the development strategy of our country’s Sports culture industry from theperspective of Confucian humanism can not only convert the rich and unique Chinese culturalresources into cultural capital, gaining enormous economic benefits, but also contribute toChinese culture’s spread in the world. The strategic policy that we stick to should combinetogether these elements: tradition and modern, Chinese and foreign, social benefits and economicbenefits, ritual and law. There are some specific strategic objectives should be set up: Takingbenevolence as fundamental base to construct the enterprise culture of Chinese sports cultureindustry; Taking righteousness as interest to enhance the sense of social responsibility of Chinesesports culture industry; To manage on rites to optimize the policy environment of Chinese sports culture industry; To understand on wisdom to nurture high-end talents of Chinese sports cultureindustry; To business on credibility to regulate the marketing behavior of Chinese sports cultureindustry. Specifically, the implement process of strategies can be described as: To implementInnovative strategy by the Confucian “harmonious but different” spirit as the guidance; Toimplement Brand characteristic strategy integrated with the elements of Confucian humanistspirit; To implement the“Go around the world”strategy directed by the Confucian spirit of“living in harmony with all others far and near”; To implement talent gathered strategy by theConfucian’s ideas of“benevolence”and“Putting what is learned into practice”.8. The Confucian-humanism-based development strategy of our country’s sports cultureindustry should regard the Confucian doctrine of “Benevolence” as the guiding ideology, takethe Confucian “lofty virtues” as development principle, and make the Confucian doctrine of“Putting what is learned into practice” as the path for the implementation of the comprehensivedevelopment.9、The strategies for layout of Chinese sports culture industry which bases on Confucianspirit of “the harmony between man and nature” are as follow:(1) Carry forward the Confucianhumanistic spirit of “the harmony between man and nature”, and establish the scientific layoutconcept of sustainable development;（2）Perfect the unbalanced structure of Chinese sportsculture industry, and promote the integral development of sports culture industry（;3）Improve therelevancy of layout of sports culture industry, and establish the coordinated service mechanismof sports culture industry layout;（4）Rely on the resources characteristics of sports cultureindustry, and promote the innovation of clusters of layout of sports culture industries.10、Market is the basis of sports culture industry, and marketing behavior is a key link torealize its value. In the profit-driven marketing activities of our sports culture industry, weshould carry forward the Confucian wealth view, set up the “justice” guiding ideology, adhere tothe “honesty” moral ethics, follow the “integrity” behavior. And this is an effective way torealize the value of sports culture industry.11、There are two channels, the government configuration and market configuration, tooptimize resource allocation of our country sports culture industry. During the resourceoptimized allotment of sports culture industry, the government and the market should adhere tothe Confucian idea of “the whole world, one community”. In doing so, not only can thegovernment macro-control be scientific and rational, but also the market can be fully positiveand creative.12、Sports culture industry risk is such risks or possibilities of loosing extra income in theprocess of the development because of uncertainty factors. The subject of risk would try all kindsof control method to avoid industry risk. In the process of risk control, the Confucian doctrine of "Moderation", the ecological civilization of "the whole world, one community" and the controlmethod of "choosing the middle in two extremes" provide the valuable resources for the industryrisk control.13、The transformation strategy of the Confucian integrity spirit in our country sportsculture industry brands is as follow: Firstly, learn from the essence of the Confucian integrity,reform the traditional idea, and rich the integrity connotation of sports culture industry brand;Secondly, cultivate the integrity brand of the sports culture enterprise; Thirdly, construct themodern credit system of brand development of the sports culture industry; Finally, build theevaluation system of the industry brands’ integrity.14、The integral layout and development mode of "Competition and cooperation", whichthe unbalanced development of sports culture industry seeks for, need to develop creativelybased on the Confucian humanistic spirit of "harmonious but different". This can be realizedthrough optimizing the unbalanced structure system of our sports culture industry, promoting thesports culture upgrade of industry clusters, and developing large leading enterprises, in order todrive the development of sports culture industrial clusters, improve the relevancy of sportsculture industry, and form the development zone of regional industry network and so on.15. The effective ways to achieve the internationalized development of sports cultureindustry include: strengthening the domestic market foundation under the guidance of the spirit"harmonious union of nations", modeling export domestic brands of sports culture industry,expanding international target markets, increasing the international market share, supporting theestablishment of international intermediary institutions, establishing organizations to promoteforeign culture industry, perfecting regional policies of our sports culture industry, forming theco-win mechanism for international cooperation, innovating the support mechanism ofinternational development, and so on.16. The culture industry development in the Beijing Olympic Games and the11th NationalGames fully demonstrate such Confucian humanistic spirits as harmony between human withnature, being man-oriented, be harmonious and moderate, be obligation-oriented, be full ofcourage to bear responsibility and so on. We got obvious economical profits in those examples.The experience can provide effective theory and method for market development of the OlympicGames and other large sports events. We organized these classic cases as heritage and try toprotect it.17. The design development of Confucius health cultural industry, the development ofChinese distinctive sports cultural products which is based on Confucian humanism, can provideideas for creating unique Chinese sports culture industrial brand, protecting, inheriting andspreading the Confucian humanism, and promoting the internationalization of Chinese sports culture industry. |
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