从欧美职业体育运作模式探讨我国职业体育的发展对策

Development Countermeasures for Chinese Professional Sports Seen from European and American Professional Sports Operation Mode

采用专家访谈等方法,运用管理学、市场营销学、经济学等理论,对欧美职业体育的运作模式和我国职业体育联赛的现状进行了剖析,提出我国职业体育应深化管理体制改革,明确产权关系;打造品牌联赛,加大赛事衍生产品的开发;争取获得体育联赛转播版权;满足商家需求,促进双赢格局;建立媒体沟通平台,培养观众对联赛的忠诚度等对策。

With adoption of literature study, management, marketing and economic theories, this paper analyzed the status quo of the Chinese professional sports and the operation mode of the European and American professional sports. Countermeasures for the Chinese professional sports include to deepen the management system reform, to clarify the property relation, to develop the brand-name leagues and products, to own the league broadcasting right, to establish win-win pattern for both the consumers and the enterprises, to set up media communication, and to foster audience＇s loyalty etc.