体育企业参与公共体育服务供给的内在逻辑与实践路径研究

Research on the Internal Logic and Practical Path for Sports Enterprises to Participate in the Supply of Public Sports Service

体育企业公益性供给公共体育服务是推进多元主体协同治理的重要内容。借助引致需求理论和企业社会责任理论,探讨体育企业主动参与公益性供给的现实需要与逻辑向度。认为:我国体育企业对以承担社会责任,吸引具有社会责任偏好的消费者来达到利润最大化的发展意识尚不成熟。未来应转变体育企业管理意识,从战略角度做好顶层设计;精准识别社会公众需求,打造体育企业公益品牌;加强引导、监督和反馈机制建设,营造社会文化认同氛围。

Providing public sports services for public welfare by sports enterprises is an important part of promoting the coordinated governance of multiple entities.With the theories of induced demand and corporate social responsibility,this paper discusses the practical need and logical dimension of sports enterprises’active participation in public welfare supply.It is found that China’s sports enterprises’development consciousness of undertaking social responsibility to attract consumers with a preference for social responsibility to achieve profit maximization is not mature.The management consciousness of sports enterprises should be changed in the future,and the top-level design should be done from a strategic perspective.It is suggested to accurately identify the needs of the public,and build the welfare brand of sports enterprises,and strengthen the construction of guidance,supervision and feedback mechanisms and create an atmosphere with social and cultural identity.