我国排球竞赛表演产业发展困境与解决路径——以中国女排联赛为例

The Development Dilemma and Solution of China’s Volleyball Competition Performance Industry ——Taking China Women’s Volleyball League as an Example

采用文献资料法、逻辑分析法等方法,主要研究我国排球竞赛表演产业的运行困境,并提出破解路径。通过从政府、俱乐部、企业运营等这几个层面了解到我国排球竞赛表演产业存在政府过多的参与联赛的管理限制了联赛的发展;俱乐部还未能独立运营;赞助商对联赛投资兴趣不高、投资持续时间不长;联赛的观赏性不足;盈利水平和盈利能力太弱等情况。基于此情况提出了破解路径:政府简政放权;明确联赛目标,加强联赛的市场开发;加强好媒体、俱乐部、赞助商之间的合作关系,促进3者共同发展;加强后备人才建设;重视明星效应,打造品牌,提高赛事的影响力;注重产业链的打造。

As the core industry of sports industry, sports competition industry plays an important role in promoting the development of sports industry. In this paper, literature, logical analysis and other methods, mainly study the operation dilemma of China’s volleyball competition performance industry, and put forward solutions. From the aspects of government, club and enterprise operation, we can know that there are too many government participation in the management of the league, which limits the development of the league;the club has not been able to operate independently;the sponsors are not interested in the league, and the investment duration is not long;the appreciation of the league is insufficient;the profit level and profitability are too weak. Based on this situation, this paper puts forward the solutions: the government streamlines administration and decentralization;defines the league goals and strengthens the market development of the league;strengthens the cooperation among the media, clubs and sponsors to promote the common development of the three;strengthens the construction of reserve talents;attaches importance to the star effect, creates the brand and improves the influence of the event;pays attention to the creation of the industrial chain.