The Ethics Review On The Development Of Sports Industry In China

Sports industry is the combination of sports service and products activities and all the activities relevant has been configurated.Public welfare coexists with private profit-driven situation,government management in parallel with marketing management,strengthening bodies and enriching spirit in the same time are the characteristics of public sports industry.With the development of the reform and opening-up,the public sports industry keeps developing and gradually making considerable achievements in expanding scale and completing industrial system.The great breakthrough in industrial policy,the steady promotion of all works in sports industry has all exerted significant affection on the development of public economy and public health.Meanwhile,there still exists some issues,for instance,the sports market's efficiency departs from fairness,the government's sports management administrations "compete with the market for interests" and "compete with the public for interests",there are also some participants in competitive sports and sports consumers who are incurred violation of alienation.All those issues are mainly resulted from the lack of correlative system,mechanism and the lack of morality of some main bodies in sports market,but those issues can never cover up and negate the great achievements that we made in the development of our sports industry and its bright future.Public sports industry develops with market economy which indeed can regulate the free combination of capital,reinforce the development level of sports industry greatly,but on the other hand,because of the lack of perfect and fair competition mechanism and ethical environment,parts of the market mainstays have not only sunk in blind pursuit of economic rationality and instrumental rationality,overlook market contract and ignored their social responsibilities.As a result,the whole sports market has been trapped in disordered development and ineffective competition to some extent which has made the sports market's inner efficiency departs from fairness and restricts the development efficiency of sports industry instead.The government plays a role as a guider,an exciter,a servant and a regulator who can assure the free competition and fair order in the sports market and demonstrate decisive effect on distributing sports market resources.However,some government administrations haven't done what they need to do when fulfilling their functions and intervene the market excessively.That lead to the imbalanced distribution of sports resources and unreasonable geographical distribution of western,middle,eastern,urban and rural sports industry,as well as the malformed sports structure.As a result,the public cannot protect their rights to participate in sports activities,and cannot share the fruits of the development of sports industry fully as well.During the transitional period of the society,some of the participants in competitive sports and sports consumers are decomposed and corrupted by interests and hold multiple and malposed concepts while undergoing the development and thore of society.As a result,their preservation and development of morality is facing an unprecedented intricate society.Some of sports practitioners are short of moral personality,unbusinesslike and has little concept of law that they pursue victories irrationally and violate justice of athletics to achieve their own interests.As for the sports consumers,some of them have a deviant cognition of sports functions and value and being trapped in the consumption alienation of fetishism and hedonism.Besides,they also lack of necessary reflection on free life and critical consciousness.It's a must to take three moves to implement moral administration of sports industry.Firstly,regulate market ethical behavior in the development of sports industry.It's a need to optimize and regulate behavior and value orientation of all kinds of mainstays in the market,establish a sense of social responsibility and moral justness,so as to avoid pursuing interests blindly and fetishly,protect the effective competition and healthy order in the market.Secondly,reinforce administration ethics orientation in the development of sports industry.The government should transform from "management type" to "service type",strengthen the construction of legal system in sports industry and classify "authority,responsibility,interests”between government,market and the public properly,so as to avoid disobedience situation like"compete with the market for interests" and "compete with the public for interests".Thirdly,the government should correct individual ethics value orientation in the development of sports industry.It's of great significant to raise the construction level of individual morality in the development of sports industry and make the environment in sports arena full of "the true,the good and the beautiful" by raising the level of sports practitioners' morality.It's a must to correct the sports consumers'attitudes towards consumption,establish a concept of "sports consume for people but not for sports consumption itself" by intensifying the cognition of function and value of sports.A concept of "innovation,coordination,green,opening and sharing",the experience and advanced experience from the process of developing sports industry in developed countries can facilitate the transformation and upgrading of the structure of sports industry and realize innovation-driven development.It's also of great importance to fully exploit the inherent potency and advantages in the development of sports industry and exert great importance on developing main industries which can represent economic function and value of sports industry while cultivating and developing sports market endeavor,so as to make it become to the essence in the development of sports industry.