广东省体育健身娱乐市场现状

Current fitness and entertainment oriented sport market in Guangdong province

从体育健身娱乐市场的供方、需方及市场管理等方面较为系统地分析了广东省体育健身娱乐市场的现状。结果显示:目前广东省体育健身娱乐企业以民营个体投资经营为主,规模小、单一项目的专业性经营企业居多;从业人员的整体素质偏低,缺乏高水平、高素质的专业教练,及既懂体育又精通经营管理的专业人才;硬件设施投入多,但健身器材和设备的安全性不高,消费环境认同度不高;居民体育消费意识较强,但体育健身娱乐消费有限;行政管理及监督机制不完善,企业自身经营管理缺乏长期性、稳定性,特色不明显等。

With the research methods of literature study, investigation and logistic analysis, this paper analyses the current fitness and entertainment oriented sport market in Guangdong province from the aspects of provider,demander and management of the fitness and entertainment oriented sport market, At present most of the fitness and entertainment oriented sport enterprises are operated by the privately-owned enterprise managers. Most of the sport enterprises are small and specialized in a certain sport. The comprehensive quality of the staff is generally low and there are not sufficient experienced coaches as well as talents good at both sport and business. There are sufficient investments of sport facilities but the security of the sports facilities is not enough. The community residents have high sport awareness but sports consumption is limited, The administrative management and supervising system are not perfect and the operation of the enterprises is not stable.