基于成本效益视角的职业体育俱乐部运营——“恒大现象”的经济学分析

Operation of the Professional Sports Clubs Based on Cost Effectiveness——Economic Analysis of Hengda Phenomenon

采用文献资料法,从成本效益的经济学视角对恒大现象进行分析,研究认为恒大集团运营排球和足球职业体育俱乐部是顺应国内体育经济发展趋势、吻合企业发展目标的体育营销战略;恒大集团对职业体育俱乐部的持续高投入,配合其企业化运营管理,对俱乐部及企业集团自身发展产生了经济效益、品牌效益和社会效益等方面价值,同时给中国足球等项目职业化进程带来一定的外部性。

Using document analysis, this paper discusses Hengda Phenomenon from the economic aspect of cost effectiveness. The study shows that the volleyball and football professional clubs operated by Hengda Group belong in the sport marketing strategy which coincides with the development trend of the domestic sports economy and the development target of the enterprise. The continuous high input of Hengda Group to the sports clubs, together with its entrepreneurial operation and management, has brought about economic benefit, brand benefit and social benefit to the development of the clubs and the group itselt： At the same time, it has generated certain externality to the process of sports professionalization including the football in China.