莆田市体育产业发展的现状及对策

The Present Situation and Countermeasures of Sports Industry Development in Putian

采用文献资料法、实地调查法、逻辑分析法等研究方法,就莆田市体育产业现状进行研究。结果表明:莆田市体育市场体系不健全,在分支行业上存在短板;体育产业的发展落后于体育事业的发展;市民缺少体育消费的理念;体育健身休闲市场开发滞后;体育用品生产企业对自创品牌不够重视。提出健全莆田市体育市场体系,营造体育消费的氛围,联动开发健身休闲市场以及扶持本地体育用品品牌企业等促进莆田市体育产业快速发展的路径。

T his paper studies the present situation of sports industry in Putian city through literature, field investigation,interview ,and logicalanalysis.The results prove thatsports m arketsystem is notsound in Putian city. T here exists som e shortcom ings in the branches of industry. T he developm ent of sports industry fall behind the developmentofsportsundertakings. Thecitizenslacktheconceptandenthusiasm ofsportsconsumption. Thesports fitness and entertainm entm arketdevelopm entlags behind. In addition, sports goods m anufacturing enterprises attach greatimportancetotheOEM processinginsteadoftheirownbrands.Thepaperproposesthesuggestionsforimproving the sports m arketsystem , creating the atm osphere ofsports consum ption in Putian city, jointly developing the fitness and entertainm entm arketand supportthe localsporting brands.