中国职业运动项目的市场结构及其完善的策略构想

Market Structure of Professional Sports in China and Suggestions for Its Improvement

在文献研究的基础上,结合调查访问,旨在弄清我国职业运动项目的市场结构及特点。中国职业运动项目的市场结构为中等寡占型市场。成因主要是计划经济体制下行政垄断的延续和进入壁垒等因素所致。市场竞争的特点表现为项目之间争取地区市场;俱乐部之间注重竞赛成绩;竞赛表演业主体和电视媒体之间竞合互动。并且对完善市场结构,进一步发展我国的职业运动市场提出了策略构想。

By the research methods of literature summary, investigation and interviews, the present paper aims at clarifying the market structure of the professional sports in China and its characteristics. The market of the professional sports in China is a medium oligopolistic type, which came from the administrative monopoly and the entry barriers under the planned economy system. The characteristics of market competition are shown in the contest for district markets, the clubs' overstress on performances of competitions, and the interactive competition and cooperation between the professional sports industry and television media. At the same time, some strategic suggestions are put forward for improving the market structure and developing the professional sports market in China.