| The development of sports activity advances by leaps and bounds in the 21st century. Different kinds of World games surge forward. The commercial giants make their enterprises' glamour and brands rooted in the hearts of the people further through the power of sports activity's global influence. The sports industry becomes a new industry attracting many attentions. According to statistics: The global output value of sports industry is up to US$ 500 billion, and keep the annual growth rate at more than 20%. The sports gross output value of sports market in developed countries accounts for 1-3% of GDP and it gradually becomes the pillar industry.Nowadays, Sports industry has developed very fast, and sports market's influence is becoming greater and greater. The sports activity is closely linked with mankind, so the mankind gradually realizes that the sports market is an indispensable part of improving the social progress and economic development. In China, the sports market development speed is marvelous. According to statistics, in 1997, the value-added of the sports industry was 15, 637 million yuan and it was 18,356 million yuan in 1998. With this trend, the output value of the sports industry can be up to 28,120 million yuan at least by 2010 and the proportion, which accounts for GDP can be expected to increase from 0.2% of 1998 to 0.3%. From observing studying vertically, the development speed of the sports industry of our country is gratifying, but to be compared horizontally, the value of sports industry in developed countries accounts for 1-3% of GDP, asthe proportion of China to GDP is only about 0.2%. The sports industry of our country begins to take shape, while a lot of factors are influencing the development of sports industry, such as low consciousness of taking part in sports, very few kinds of investors, the lack of supporting policies for the social forces which develop the sports industry, the low degree of sports market-based operation of intangible assets and disposition of sports resource does not play to the role of market mechanism effectively yet.Generally speaking, sports industry of our country starts late, on a low starting point, in small scale, in excessive growth, and its potentiality is great. There have much work to do to promote the development of sports industry. Sports market's present development is imperfect, and it need the sports workers of different levels, especially the scientific research personnel of sports who should concentrate on studies, Every workers and researchers should strive for perfecting the sports industry in order to promote the development of sports activities further, and consolidating our country's position in the sports circle of the world.University's sports are regarded as an important part of sports activity. Its position and function are becoming more and more remarkable. In recent years, the domestic university's sports activity has developed a lot. Every large universities and colleges set up the representative teams, clubs and athletic associations, but generally speaking the development of the sports market of the university lags behind very much. Its development speed is relatively slow. This paper makes efforts to analyze the reason why the sports market of the university in chengdu lags behind on the basis of current situation of the sports market of the university, and compared with the foreign university sports market at the same time, aiming to find out the method and countermeasure of developing the university sports market of our country and perfect the sports industry's market of our country finally.The author has consulted a large amount of documents and materials make a lot of questionnaire investigation and took many experts' interview, so this paper works on the feasibility and counter-measures of developing the sports market in chengduon the basis of all-round understanding and a deep research. It is hoped that the ideas of this paper can promote the development of sports market of the university, perfect the sports market of our country, improve the proportion in GDP of sports industry, and promote the development of sports activity in an all- round way.
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