Theoretical And Empirical Research On Social Responsibility Evaluation Of Professional Basketball Clubs

Under the background of the new era,China's professional basketball clubs shoulder the important responsibilities of cultivating excellent basketball players for the country,seeking economic benefits for the clubs,providing public services for the cities and communities where they are located,spreading urban sports culture,promoting the development of basketball,protecting the environment and actively participating in public welfare undertakings.Therefore,whether professional basketball clubs can actively fulfill their social responsibilities will have an important impact on the development of professional sports,competitive sports and mass sports in China.Are all stakeholders satisfied with the current performance of social responsibility of professional basketball clubs in China?What are the influencing factors for clubs to fulfill their social responsibilities?How to supervise and evaluate the social responsibility performance of professional basketball clubs?These problems have gradually become the focus of discussion.In this context,CBA clubs are taken as the research object.Firstly,the basic theory of social responsibility evaluation of professional basketball clubs in China is sorted out and improved through literature review and historical analysis.Then,questionnaire survey,expert interview and field investigation are used to investigate and study the satisfaction degree of stakeholders with the current performance of social responsibility of CBA and the influencing factors of social responsibility of CBA.Then,based on the stakeholder theory,Delphi method is used to construct the social responsibility evaluation index system of professional basketball club(CBA)and calculate the weight of each index.Finally,a comprehensive evaluation model for social responsibility of professional basketball clubs is established,and Guangdong Hongyuan Club is selected to verify the feasibility of the evaluation index system.Research conclusions:(1)The stakeholders of a club(CBA)can be divided into three categories: internal,central and external.A club(CBA)is the conclusion of all stakeholders,and its social responsibility is a synthesis of social responsibility for all stakeholders.The boundary of the social responsibility of CBA includes two aspects: first,the boundary of the responsibility of the club to all stakeholders,namely the specific content of each responsibility;The second is the boundary of the club's social responsibility as a whole,namely the balance between the club's own interests and the social public interests.The establishment of club social responsibility evaluation index system based on stakeholder theory has the characteristics of clear responsibility object,specific responsibility content,clear responsibility boundary and scientific applicability of measurement method.(2)All stakeholders are not satisfied with the current implementation of social responsibility of CBA.They all agree that the serious lack of social responsibility of CBA is that CBA seldom organizes football stars to interact and perform with teenagers and residents in communities and schools.Cannot release important information of the club to the media immediately;Disrespect for referees and technical officials;Disrespect for opponents,away fans and spectators.Direct stakeholders have a more comprehensive understanding of the club and can dig deeper into the existing problems of the club.However,the audience,because they don't know enough about the management mechanism and operation mechanism of the club,see the problems more directly from their own feelings.(3)Direct stakeholders(shareholders,athletes and coaches,sponsors,personnel of basketball association,local government personnel and sports journalists)believe that the ranking of influencing factors for the implementation of social responsibility of CBA clubs is as follows: poor profitability of clubs;The conflict of property rights is prominent,and the relationship between responsibility,right and interest in the club operation is ambiguous;Lack of perfect social responsibility supervision and evaluation mechanism;The club has not realized that fulfilling social responsibility has positive influence on the development of the club;The system is backward and relevant laws and regulations are not perfect;The club's concept and content of social responsibility are relatively vague.The ordinary audience think that the importance of the factors affecting the implementation of social responsibility of the club is as follows: lack of perfect social responsibility supervision and evaluation mechanism;The system is backward and relevant laws and regulations are not perfect;The club has not realized that fulfilling social responsibility has positive influence on the development of the club;The conflict of property rights is prominent,and the relationship between responsibility,right and interest in the club operation is ambiguous;Poor profitability of clubs;The club's concept and content of social responsibility are relatively vague.(4)The social responsibility evaluation index system of professional basketball clubs can be divided into target layer(comprehensive social responsibility evaluation of clubs);The criterion layer(internal responsibility,central responsibility and external responsibility);Program level(10 secondary indicators of responsibility to shareholders,employees,creditors,sponsors,media,consumers,project associations,local governments,local communities and schools,and the environment);Sub-scheme layer(37 three-level evaluation indicators).(5)The social responsibility evaluation index system of professional basketball clubs is divided into three levels: internal responsibility = central responsibility > external responsibility;The order of importance of internal responsibility is as follows: > for employee responsibility,> for shareholder responsibility;The order of importance of responsibility in the middle part is: > for consumers,> for sponsors,> for media = > for project associations,> for creditors;The order of importance of external responsibility is: > for community and school responsibility > for local government responsibility > for environmental responsibility.(6)The fulfillment status of social responsibility of Guangdong Hongyuan club in the past three years is: "good" for shareholders;Responsibility to employees is "good";Liability to creditors is "good";Responsibility for the sponsor is "good";Responsibility for the media is "good";Responsibility to consumers is "general";Responsibility for the project association is "good";Responsibility to the local government as "very good";Accountability to local communities and schools is "poor";The environmental responsibility is "general";Internal responsibility is "good";The central responsibility is "good";External responsibility is "general";The overall evaluation is "good".The evaluation result is basically consistent with that of all stakeholders in the previous survey,indicating that the evaluation index system is feasible.