国际金融危机对全球体育产业的影响与应对策略

Effects of global financial crises on the sports industry and strategies for responding

美国次贷危机引发了全球性的金融危机,导致经济环境恶化、竞赛市场萎靡、企业效益受损、运动员收入降低等,给体育产业的发展带来严重冲击。从危机中把握机遇、整合市场资源、调控行业区域布局、采取危机营销策略是体育产业应对危机的必由之路。

The secondary loan crisis in the United States had trigger a global financial crisis, caused the deterioration of economic environments, the shrinkage of competition markets, the damage of corporative profits, and the drop of athlete＇s incomes, and brought a serious impact to the sports industry. In such a crisis, seizing opportunities, integrating market resources, adjusting the industry＇s regional layout and taking during-crisis marketing strategies are inevitable ways for the sports industry to respond to the crisis.