Research On The Integrated Development Of Sports Industry And Cultural Industry In Shandong Province Under The Background Of Supply-side Structural Reforms

In October 2014,the State Council issued "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption",which clearly stated that "the national fitness will be promoted as a national strategy,and the sports industry will be cultivated and supported as a green industry and a sunrise industry.Structural reforms on the supply side In the context,the main social contradictions have also changed,and people have begun to pursue high-quality living standards and healthier lifestyles,changing from " material and cultural needs " to " good living needs ",In 2019,the General Office of the State Council issued the Opinions on Promoting National Fitness and Sports Consumption to Promote the High-quality Development of the Sports Industry,which clearly pointed out that the core indicators of the development of the sports industry should be included in the national health city selection system,and the " sports " action should be encouraged to promote the integration and development." Shandong Province,as a pioneer area for the conversion of old and new kinetic energy,is a " test field " for industrial integration and development under the new format.As a strong sports and cultural province,Shandong Province has become a key issue that needs to be solved urgently.The integrated development of sports and cultural industries in Shandong Province not only responds to the theoretical exploration of industrial development in the context of national supply-side structural reform,but also enriches the spiritual and cultural life of the people,promotes the healthy consumption of sports culture,and expands the spread of sports culture in Shandong Province.Practical measures for sports culture with Shandong characteristics are of great significance for improving the rapid and sustainable development of the sports culture industry.Detailed description and analysis of the current status of the development of sports and cultural industries in Shandong Province through literature data and mathematical statistics,to understand the current content,problems,modes and mechanisms of integration of sports and cultural industries in Shandong Province;The analysis method calculates the degree of fusion between the sports industry and the cultural industry in Shandong Province;through the establishment of the VAR model,the market size of the sports industry and the cultural industry in Shandong Province is evaluated,and the government and the market are proposed to promote the integration of the two major industries.The strategy provides a certain reference and reference for the integration and development of the sports industry and cultural industry in Shandong Province.The conclusions of the study are as follows:(1)In the context of supply-side structural reforms,the current situation of the development of the integration of the sports industry and cultural industry in Shandong Province is analyzed from three aspects: integration content,integration problems,and integration mode.Among them,the fusion content includes events and culture,folk sports and culture,sports and cultural tourism,sports and fitness and leisure,sports and cultural related manufacturing,sports and cultural architecture,sports and cultural media,sports lottery.Integration issues include inadequate economic promotion,related brain drain,restrictive thinking of people,consumption consciousness,lack of effective connection in the industrial chain,integration of sports industry and cultural industries,single product,and difficulty in integrating sports events with low-end market demand.Insufficient brand influence.The fusion mode includes the path fusion mode and the reconfiguration fusion mode.The path fusion mode mainly includes three types: technology fusion,service fusion,and market fusion.The reconstruction fusion mode mainly includes three types: extension fusion,penetration fusion,and reorganization fusion.(2)Through the analysis of the development mechanism of the integration of sports industry and cultural industry in Shandong Province,it includes three aspects: motivation,conditions and effects.Among them,the motivations include internal motivations and external motivations.The internal motivations include meeting the needs of Shandong 's economic development and the inevitable choice for the development of Shandong 's sports and cultural industries.The external motivations include policy-oriented and industrial consumption upgrade-oriented.The conditions include a high degree of correlation between the sports industry and the cultural industry and meeting the needs of the major social contradictions.Effects include promoting industrial structure optimization and enhancing industrial competitiveness.In the process of the integration and development of the sports industry and the cultural industry,the supply-side structural reform has clarified the direction of the development of the sports industry and the cultural industry in Shandong Province.The motivation,conditions,and effects have accelerated the integration of the sports industry and the cultural industry.(3)Taking the development principle,scientific principle,comprehensive principle and operability principle as the evaluation principles,the grey correlation analysis method is selected to measure the integration of Shandong sports industry and cultural industry.Shandong sports industry and cultural industry The overall degree of integration is 0.9295,maintaining a good fusion situation.(4)The degree of relationship between the sports industry and the cultural industry in Shandong Province was analyzed by constructing a VAR model.The results show that the two influence each other,but the effect of the sports industry is relatively large.According to the Granger causality test results,Shandong's cultural industry is not the Granger cause of the sports industry,and the sports industry is the Granger cause of the cultural industry.To a certain extent,the expansion of the market scale of the cultural industry in Shandong Province will promote the development of the market scale of the sports industry,but its effect is not obvious.Expansion helps the expansion of the market scale of the cultural industry,and its effect is more obvious.(5)Against the background of supply-side structural reforms,strategies for promoting the integration and development of the sports industry and cultural industry in Shandong Province were proposed from both the government and the enterprise.Among them,the government includes policy change,conditional change,guided change,dynamic change,mode change,efficiency change,and quality change.The enterprise aspect includes action idea innovation,development strategy innovation,and management innovation.Shandong Provincial Government and enterprises should adjust their positioning and match each other in the process of integration and development of the sports industry and cultural industry,so as to promote the healthy and integrated development of the industry.