利益相关理论视域下高校高水平运动队市场开发的利益分配研究

Interests Distribution Research on Market Development of University High-level Sports Teams from the Perspective of Stakeholder Theory

为探索高校高水平运动队在市场开发中的利益分配,运用问卷调查法、文献资料法等对湖南省高校高水平运动队市场开发中利益分配等问题进行研究。结果:当前湖南省高校高水平运动队的市场开发主要是竞赛、表演市场;而在咨询服务、培训市场,无形资产市场及中介市场开发不足。结论:应根据市场开发的不同阶段,确定核心利益相关者进行利益分配,从而在实现高校试办高水平运动队目的的基础上,争取各方经济、社会和文化等效益最大化。

In order to explore the distribution of interests in market development of university high - level sports teams, the paper studies issues like distribution of interests in market development of high - level sports teams of universities in Hunan province with methods of questionnaire and literature. Results show that the current market development of high - level sports teams in these universities are mainly in competitions and performance market; while the development in consulting services, training market, intangible asset market and intermediary market is insufficient. The paper concludes that interests distribution among core stakeholders should be determined according to different phases of market development so as to realize the maximization of interests in economy, society and culture among concerned parties on the basis of university having realizing the goal of having high - level sports teams.