A Research On The Market Of Sports Industry In China

The erection and improvement of socialistic market economy, combined with thecontinuous enhancement of people’s living level and the promotion of sports reform,brings the reconstruction and development of the sports industry, and makes themgrowing points in speeding the development of national economy in our country. Theresearches on sports industry are gradually enriched with the continuous developmentof it. The existing researches on sports industry in our country mainly concern aconcrete problem, such as basic theories, policies, investment, financing, and regionalproblems in sports industry, mostly lacking of a whole research on it; a conceptionaltransfer from sports enterprise to sports industry is just begun in our country, somodern industrial theories, especially the SCP paradigm, are seldom used to researchthe market of sports industry in China.SCP is a shortened form of the analyzing paradigm of the“Structure-Conduct-Performance” in the theories of industrial organization. Basicallyin the primary stage of initial development, the sports industries in China still have along distance with those in developed countries at present, the most distinct problemof which is the non-industrialization of China’s sports industries, which means a realeconomic system of sports industrial market has not yet been created. The low level ofsports industry in China and its industrialization requires us to discuss its developmentwith the theories of modern market economy, and SCP will supply mature tools oftheories for our analysis. SCP paradigm can help us deepen the theoretical research ofChina’s sports industry and promote its industrialization, market development andinternationalization, and can offer reference and basis for our government to makingscientific and effective policies for sports industries.Based on essential theories and analyzing frameworks of sports industry and SCPparadigm, this dissertation discusses the market structure, market conduction andmarket performance respectively, and at last, analyses the problems of China’s sportsindustries and their reasons, and gives counter measure and advice. The dissertationanalyses according to the following trains of thought:First of all, the dissertation introduces the essential theories of sports industryand SCP frameworks. We will first define the concept of Sports industry, expound itsattributes and sorts, and introduce some basic theories of sports industry, such assports economics and industrial economics, as well as some other relative theories, such as human resource, games, and sports science; and then we will introduce theSCP frameworks of sports industry, including the origin and forming of SCP and itsessential frameworks system; at last, we will analyze the necessity and feasibility ofsports industry market under the SCP frameworks. All above are the basis and premissof the whole dissertation.Second, the dissertation will analyze the structure, conduct and product ofChina’s sports industry market one by one according to the mentioned SCPframeworks, in order to test its applicability in sports industry.Referring to the market structure of China’s sports industry, based on the briefintroduction of its meaning and evaluating method, the dissertation will emphaticallyobserve its situation and analyze its affecting factors. In terms of the present situationof structure of China’s sports industry market, its main part of supply includesgovernments, NGO, enterprises and individuals, and perfect monopoly market,oligarch monopoly market and monopolistic competition market are types of it. Theconcentration of market, differentiation of products and market access barriers ofChina’s sports industry together affect its market structure. In the dissertation, thewriter believes that the more concentrated the market, the more different the products,and the stricter the barriers will be, the stronger the monopolization of the China’ssports industry will be.Referring to the market conduct of China’s sports industry market, based on thebrief introduction of its meaning and mechanism, the dissertation will emphaticallyobserve its situation and analyze its affecting factors. The conduct of sports industrymarket includes the conduct of supply, demand, and consumption, and its mechanismincludes the price, supply-demand and competition. At present, the conduct of China’ssports industry market mainly includes the conducts of price making, sponsoring andmarket financing. In the dissertation, the writer believes that different market conductsare affected by different factors, say, the price of factors of production, the level oftechnologies of production, the price of relative sports products, and the number ofproducers together affect the conduct of supply of sports industry market; the price ofsports products, the income of consumers, the price of relative industry and theprejudice of consumers together affect the conduct of demand; the price of sportsproducts, the income of consumers and their qualities together affect the conduct ofconsumption.Referring to the market product of China’s sports industry market, based on the brief introduction of its meaning and evaluating method, the dissertation willemphatically observe its situation and analyze its affecting factors. It believes that theproduct of China’s sports industry market is under the level of inefficiency, no matterthe efficiency of resource deploying or that of scale structure. In China’s sportsmarket, product may be affected by many factors, including some macro factors, suchgovernments, laws, and society; some environmental factors, such as marketcompetition, guilds, and agencies; and some media factors, such as modern media.The third, based on the testing analysis of the applicability of the SCPframeworks to China’s sports industry, the dissertation comprehensively discusses therepresentation and reasons of the low level of China’s sports industry market from thewhole. The low level of China’s sports industry is presented by the lowcompetitiveness of main industries, the structural problems in its development, andserious unbalance between the devotion and production of sports venues. The reasonis extensive, including the market structure, such as the unreasonable structure of themain part of supply; the market conduct, such as the unreasonable conduct of supply,the unbalance conduct of consumption and the conduct of supervision in wrong place;and the market product, such as the market environment that is not fit for thedevelopment of sports industry.The last, aimed at the representation and reasons of the low level of the China’ssports industry market, the dissertation proposes countermeasure for the developmentof China’s sports industry market, based on the analysis under SCP paradigm. Basedon the analysis of market structure, we propose to lead the adjustment of industrialstructure, improve the structural unbalance among districts, consummate themanagement of sports industrial structure, and optimize the structure of capital source.Based on the analysis of market conducts, we propose to enhance the government’sregulations to market conducts, reinforce the support policies so as to lead the marketconducts, and exploit sports industrial intangible assets so as to stimulate consumption.Based on the analysis of market performance, we propose to consider the3mainindustries the key point to advance market performance, consolidate the trainingmechanism for sports operator or manager, raise sports venues’ efficiency ofdevotion-production, and enhance the amalgamation between sports industries andothers.The final conclusion of this dissertation is that the sports industry market inChina is in a low level stage at present, no matter in its format or performance, therefore some theories of modern industrial organization must be used for referenceto improve its market structure, regulate its market conducts and advance its marketperformance as soon as possible, so as to carry out the speedy development of China’ssports industry.