Research On Investment And Management Environment Of Sports Industry In Yangpu And Its Influence On Behavior Intention Of Enterprises

With the development of economic globalization and urbanization,sports industry has become the most potential sunrise industry in the world.In recent years,with the promulgation of a series of national policies and regulations,the development of China's sports industry has entered a new stage.As the largest metropolis in China's economic development,Shanghai has started from the sports industry in order to seek influence in the world and establish the image of a world sports city.Yangpu District is located in the northeast corner of Shanghai and belongs to the sub-center of Shanghai.The entry of some famous enterprises such as Ali Sports and Nike has brought rich resources to the economic and sports development of Yangpu.In the past five years,under the leadership of the Sports Bureau and the government,the development and layout of the sports industry have been clearly defined around the main line of building the " Yangpu Knowledge Innovation Zone" and new progress has been made in national fitness,amateur training,sports competitions and community management.The survival and development of any industry depends on a certain external environment.At the same time,environmental research can guide the investment and management activities of enterprises in different regional backgrounds and the macro-control of the government,which plays an important role in promoting the healthy growth of an industry.Based on PESTEL analysis model,combined with regional economics,location theory and sustainable development theory,and referring to the relevant documents of industrial investment and management environment and evaluation index construction,this paper discusses the evaluation of the investment and management environment of sports industry in Yangpu District and its influence on the behavior intention of enterprises in connection with the current situation of sports industry in Yangpu District and the macro background of sports development in China.According to the special needs of the sports industry for the investment environment,this paper selects the main factors that affect and restrict the investment and management environment of the sports industry in Yangpu District as indexes,and constructs a set of evaluation index system for the investment and management environment of the sports industry in Yangpu District,which includes 7 environmental factors and 33 indicators,through expert interviews,questionnaires and factor analysis.Using factor analysis to process the survey data,we canextract seven public factors " sports environment"," industrial policy environment"," macro political environment"," macro economic environment"," industrial economic environment","natural environment" and " social environment".Among them,sports enterprises are generally satisfied with the " sports environment"," industrial policy environment" and " industrial economic environment" and have higher evaluation,while the "natural environment" has lower evaluation,which indicates that Yangpu District has deficiencies in objective conditions such as environmental protection,greening and regional location.Through regression analysis,it is found that environmental assessment has little influence on " entrepreneurs' willingness to recommend Yangpu District to invest in others" and "enterprises' willingness to continue to invest and operate in Yangpu District".The evaluation of factors " macro political environment"," macro economic environment" and " natural environment" has a positive effect on the willingness of enterprises to recommend Yangpu District to others as investment destinations.However,the evaluation of factors " macro political environment" and " natural environment" has a positive effect on the willingness of sports enterprises in Yangpu District to continue to invest and operate.Finally,from the government level,it is suggested to implement measures to optimize the reform in order to improve the growth environment of the sports industry.It is suggested that the government should actively guide,departments should cooperate with each other,improve the sports humanistic environment,make up for the disadvantages of the regional environment,refine the industrial policies,and activate the investment atmosphere to carry out targeted work.