Research On Creative Sports Industry

With the rapid development of human science and technology as well as the surging economy, many new ideas and modes of economic development have emerged continuously such as "Knowledge-based economy","New economy", and "Low-carbon economy". Considering the subprime mortgage crisis in America and the debt crisis in Europe, world economic structure and industrial model of development is undergoing profound changes. Creative industry is becoming what all countries are seeking to achieve in economic development. According to some statistics, creative industry is creating a value of22billion (?) every day all around the world, and it is increasing by5%. It increases by more than10%every year in some developed countries such as America and Britain. From a global perspective, there is a huge wave of creative economy, which shows the uprisings of creative industry.Sports are human activities full of creativity, and there is an inherent relation between sports and creative industry. Various sports activities have become the new force of creative industry from the very beginning, especially in sports shows, entertainment and leisure activities, which has gradually developed into a unique model----creative sports industry. This new model of industry, with its high attached value and high returns, has become the guidance of sports development in21st century. It has been put forward clearly in The Twelfth Five Year Plan that the development of creative sports industry should be improved. But creative sports industry is still in the process of development whose research, not more than ten years, is in the initial stage. The research of both creative industry and creative sports industry is far from mature. Scholars hold different opinions on creative sports industry and there are less than ten papers directly related to it. Compared with the flourishing creative sports industry, the theoretical research is obviously lagging behind it, which is very unfavorable for its development. Therefore, this paper is to make a deep and profound research of creative sports industry which will bring benefits to our better understanding, which will make it serve the economic construction better in our country.Comparison, induction and deduction employed as the main approaches, this paper is based on relative literature and research to get the materials and information. Using philosophy, sociology, sports economics, industry economics and other relative knowledge and researches comprehensively, it makes a deep and profound exploration and analysis of the origin, development, theoretical system and operating mechanism of creative sports industry, and puts forward the basic strategies for its development.This paper consists of six basic parts:philosophical implication in the origin and development of creative sports industry, basic theoretical exploration, development status and reflection, motivation mechanism, classical case studies and polices and strategies for its development. Studies suggest the followings:First, to creative sports industry, market serves as the guide, sports the basic elements, high technology the approaches, creative and innovative ideas the core. It is the assembly of sports products and sports enterprises which have specific sports functions and develop through high degree of integration to satisfy sports consumers. It is a new model of development of sports industry which is under the protection of intellectual property rights.Second, considering the current global development of creative sports industry, it is extensively spreading as an important practical industry activity. And its developing trends are represented as the following four aspects. First, sports are closely connected with social economy, so creativity is a new trend in the development of sports industry; second, Europe and America taking the lead, Asia developing consequently----this new model of development is being formed; third, creative sports industry is developing from the sphere of sports to that of culture; fourth, scientific innovation is becoming the peak of sports industry development. The domestic development of creative sports industry is closely related to its worldwide booming, and it is also related to the economic and social development of China in the21st century and the requirements of sports industry itself.Third, scientific culture and humanistic culture show different goals and approaches of human pursuits, and they are two dimensions of human cultural development. The relation between the two cultures is a very important philosophical perspective from which to examine creative sports industry. Its form and development is the product of the two cultures in the age of knowledge-based economy.Fourth, creative sports industry is a highly integrated and new model of industry, whose characteristics can not be effectively exhibited with traditional industry division. It can be classified by the nature of sports products, while another feasible way is to follow the main line of "creativity" and make it the core and measurement. Fifth, the motivation mechanism consists of internal and external systems. The external motivation is made up of eight elements including social motivation, economic motivation, cultural motivation, scientific motivation, regional development, sports demands and consumption, property motivation and the motivation from sports intermediary and non-profit organizations. They stand for the external environment and conditions, which can indirectly improve the development. The internal motivation includes pursuit of value and creative force, which manifests the base and capacity and will directly improve its development. The two motivation systems operate cooperatively and improve the rapid and healthy development of creative sports industry.In a word, creative sports industry is a new model of industry with high attached value, high growth and high risk, which represents the new trend and direction of sports industry in21st century. Therefore, we should make deep research and exploration, obey the rules of development, pay great efforts to cultivate sports talents and speed up the innovation of systems in order to make the creative sports industry develop forward.