Present Situation And Market Structure Analysis Of Sports Leisure Industry In Beijing

At the first decade of the 21st century, Beijing continuously improve the level of urbanization, as well as the level of household comsumption. Furthermore, consumers'concept have changed greatly, which lead to the development of sports leisure industry. At the same time, at the tremendous impact of Beijing Olympic Games sports leisure industry has become important in optimizing the strength of Beijing city resources, speeding up Bejing's economic development, and promoting econominc development of metropolitan area as an emerging industry.Although Beijing sports leisure industry is develpoing rapidly, it also shows series of problems in the process, for expamle:low level socialization and industralization; small scale industry; unscientific sports leisure industry utilization and services supply; unsound management system; inadequate management personnel and so on. Therefore, to enhance sports leisure industry research and practice, optimize industrial management structure, which is significant in promoting Beijing sports leisure industry sound and rapid development.This thesis is based on the market structure theory of industrial organization. The author uses literature, experts interview, logical analysis, combination of empirical and normative analysis methods. The authors studies from the current situation, market structure and its characteristics of Beijing leisure industry, and finally draws conclusions as below:First, continous GDP growth and continuous improvement of residents income bring about upgrate of residents'demand and comsumption structure. Policy supports, such as increasing sports comsumptiong level, sports recreation fitness, univera fitness lay a good social and economic base for Beijing leisure industry development.Second, Beijing leisure industry is developing rapidly:development begins to take shape, various forms of co-existence sports leisure industry has been intially formed, industrial target is accurate, industrial brand management awareness is enhancing, and strategies are diversifing.Third, excellent sports facilities, increasing total investment of sports and recreational fitness, increasing fiscal spending of cultural sports and media, good condition of all city sports program, small quantitiy of home fitness equipments, strong growth of residential sports leisure consumption, and great demand of sports leisure market, which all absolutly become developmental advatanges for Beijing leisure industry.Fourth, monopolistic competition model; low market concentration; large number of enterprises, but comparatively small scale.; expanding market capacity; low product differentiation; single and multi business model; relatively low barriers for policy environment, product differentiation and scale economy; high level of asset specificity; larger sunk costs; prevalence of long-term service prepaid funds; high exit-barriers.Fifth, measures for optimizing industrial development are:to estalish and improve industrial organization policies, industrial structure policies, fiscal and tax policies, human resource policies, industrial investment and financing policies, open-door policies and so on; improve relevant industial development protection; improve industrial market mechanisms; clear industrial development targets; integrate resources; expand development field; implement scientific development strategy; optimize industrial market structure; driven by leading enterprises; vigorously develop post-Olympic sports leisure industry.