| Athletic sports industry has been a necessary part in the global economical activities; it develops quickly and becomes the new point of economic growth in China, so it is paid much more attention by Chinese government and society, it is even called the "sunrise industry" by many scholars. Nevertheless, Chinese athletic sports industry starts late, its scale is not so large, and there exist many problems and obstacles. Thus, while we are cheering for the huge progress of athletic sports industry, we should not ignore the various dangers that would influence its sustainable development. In particular, the trust crisis in various forms dominates the process of sports industrialization and greatly affects and even destroys its smooth orderly development.It is necessary to have a complete theoretical system for resolving the trust crisis in modern Chinese athletic sports, propelling its healthy development. But till now, scholars who specialize in athletics do not attach adequate importance to trust crisis, besides, the research on the problem is rather limited. After consulting the references, the author finds that the study mainly is concentrated on some separate cases about athletic morality, that the study needs to be integrate and systematic. And the author even could not find any materials about the trust crisis and reconstruction in Chinese athletic sports industry. Consequently, from the aspect of the sustainable development of athletic sports, the author systematically analyzes the functions that trust has for athletic progress by consulting references, comparing and making contrast, so as to reveal the trust crisis and its causes, and finally puts forward the strategies for trust construction, which would provide theoretical references for the sustainable development of Chinese athletic sports. The conclusions are as follows:1. As a very important part of social capital, trust plays a great role in athletic sports development.2. The low trust in sports development was the accumulation of trust problems in its different evolving stages, furthermore, it was also caused by the unfavorable conditions in modern society, so it is the reflection and reaction of the history accumulation and factual problems in athletic sports industry.3. As the trust crisis in its evolving stage would influence its healthy progress, so at present it is essential to reconstruct the trust among the economic subjects.4. There is no perfect relevant law about current sports industry, no explicit sports property right, no complete punishing.system for losing trust, what's more, there is no guarantee to execute the law honestly, and all these factors would affect the trust reconstruction, which are the causes for trust crisis in terms of system.5. The government's over-control and the low efficiency, as well as the fact that the transmission of relevant information of sports industry is not timely and accurate, would do harm to trust construction, which are the causes in terms of management.6. The traditional interpersonal trust and protection cannot convert into a modern one, the economical subject in sports industry could not correctly switch the trust origin, and all these two aspects are the causes in terms of relationship.7. According to the analysis, the author points out six construction strategies: first, the relevant law about sports industry should be made and enforced according to the social criteria, the perfection and renovation of sports law system. Second, there should be the distinctly classified modern sports property right system. Third, establish a perfect punishing system for losing trust; hasten the transmission of information from the economic subjects. Fourth, normalize the government behavior, set up a power-limited government and strengthening the transparency for solving problems. Fifth, reinforce the education of being honest, especially from the aspect of law. Six, study the essence of the traditional culture of trust thoroughly and enhance its utilization in modern society. |
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