Research On The Developing Strategy Of Sports Industry In China

The most remarkable characteristics of the 20"' century world sports is the surge of professionalization and commercialization. Morden sports, breaking through its traditional connotation, has become a brand-new industry and a strong promoting force of national and international economy. Just 20 years later since 1980s. China has shaped its sports industry and afterwards the healthy, steady development becomes the key target in its developing strategy.This paper bases on the analysis of the demand and supply situation of sports industry and in a sorting approach aims to spell out its reasonable developing strategy. The paper consists of eight chapters. Chapter one summarizes domestic and foreign sports industry. Charpter two analyzes the current situation and problems of China' s sports industry. Chapter three employs the theory of consumer action and dicusses the chance, challenge and trend of Chinese sports consumption from the angle of market demand. Chapter four proposes the developing strategy of professional sports club. It points out that sports club should run with the idea of modern enterprise, launch into the stock, innovate club system , construct professional federation , and attach importance to the development and operation of capital as well as invisible assets. Chapter five presents the idea of "sports lottery, state-owned, state-run" . It advocates a new sports lottery managing system, state-owned lottery company, to enhance the quality and credit of the industry. Chapter six focuses on the four effects of sports agent business from the view of economics and advises its possible developing strategy. Chapter seven points out that commercialization and marketization should be the prospect of sports media and thus competing system and commercialized operating pattern should be introduced. Chapter eight analyzes the developing strategy of the marginal sports industry-sports articles, sports tourism and sports insurance.