体育产业战略与决策行为理论框架研究

Study on Theoretical Framework of Strategy and Decision Making in Sport Industry

在信息化与全球化的今天,传统的体育经济理论及管理模型经常因为不能充分解释当前体育产业中所出现的问题而饱受诟病。以服务主导逻辑理论为基础,运用回顾、归纳和演绎等方法提出了体育产业战略与决策行为的基础理论研究框架。研究认为:服务是一切体育产业从事经济活动的根本性基础;体育消费者不再是价值的毁灭者,它和体育产业的其他组成部分共同创造价值;在服务主导逻辑下,体育产业的组成部分与其他相关参与者共同组成服务生态系统。提出我国的体育产业应该让体育消费者和第三方机构加入到价值转化网络中来,并实现从"生产型制造"到"服务型制造"的转变,以促进价值转化系统的生态平衡和高效运作。

Sports economic theory and management have frequently been criticized for not sufficiently explaining phenomena in sport industry under the background of the development of globalization and informalization. Based on the Service Dominant Logic Theory, this paper proposes a conceptual framework of sports industry＇ strategy and decision making behavior with the method of literature review, induction and deduction. The results show that service is the fundamental basis of exchange in sport industry; sport customers co - create value primarily by integrating resources from their social groups ; the role of sport finns, customers, and other related parts is to integrate the resources of their specific networks to co - create value. Implications ： sports industry in Chi- na should let the sport consumer and other related parts come into the value exchange networks and realize the transition from pro- duction to service provision aiming to promoting a balanced and effective value - exchanged ecosystem.