对浙江体育产业化发展的探讨

Discussion of the sports industrialization development of Zhejiang

采用文献资料、专家访谈、逻辑分析等方法,对当前浙江体育产业化发展的优势、存在的问题及对策进行了探讨。结果表明:浙江体育产业化发展的优势是:浙江经济发达,政府对体育产业化发展的重视;有充裕的民间资金;居民收入快速增长,消费水平较高;体育消费需求上升,体育市场已进入快速发展状态。存在的问题:体育产业在经济结构中所占比重较小;体育服务业经营上缺少优势项目和优势领域;对相关产业开发不够;体育用品缺乏品牌和科技含量;体育场馆设施不能满足居民体育消费需求;体育市场管理不规范;体育经营管理人才缺乏。由此提出:培育和塑造浙江体育产业化的微观经济主体;建立浙江体育产业化的投融资体制;加强法制建设,依法保护体育产业投资者的合法权益;进一步提高产品和服务的质量;实施品牌战略,提高国际竞争力;加快体育产业化人才的培养等几点建议。

By using the methods of documentary, expert interview and logic analysis, it discussed the advantage, existing problem and countermeasure of the sports industrialization development of Zhejiang at present. It indicated that the advantages of sports industrialization development of Zhejiang are as follows： the developed economy; the recognition of the government; the abundance of the nongovernmental fund; the increase of the resident＇s income; the high level of consumption; the rising demand of the sports consumption, the sports market in a fast state of development. The existing problems are as follows： the proportion in economic structure of the sports industry is small; the advantage project and field on service are short; the development of the relevant industry is small; the brands and technological content are short; the consumption demand and the gymnasiums and stadiums facilities can＇t meet its needs; the management of sports market is nonstandard; the managerial talent of the sports management is scarce. Therefore, it proposed some suggestions as to cultivate and mold the microeconomy subject of sports industrialization of Zhejiang; establish the investment and financing System of sports industrialization of Zhejiang; strengthen the legal construction to protecting the legitimate rights and interests of industry investors of sports;improve the quality of the products and service further; actualize the strategy of brands to improving the international competitiveness; accelerate the cultivation ot industrialization talents of sports, etc.