体育产业数字化转型背景下西方职业体育运营转向与中国应对

Development Shift of Western Professional Sports and China’s Response Under the Background of Digital Transformation in Sport Industry

近年来,顺应经济社会发展,西方职业体育发生较为明显的适应性变迁。在经济社会学研究视域下,研探西方职业体育运营演化机理,揭示其当下运营特征,反思中国实践。研究认为,运动员收入增长刚性和资本天然逐利性决定着职业体育自我生成系统的特殊性;维系之,西方职业体育开启了运营范围不断扩大、产品形态逐级更新的发展实践,从球场中心时代走出,并在全球化和信息化助推下,迈进市场中心时代,进入以品牌为核心的数字化运营阶段。顺应数字时代要求,从价值增值转变为价值共创、从利益共同体变为产业链体系,西方职业体育在运营理念、结构关系等方面进行了适应性变迁,并带来超额利润的稳定性增强,固化了全球职业体育格局,在一定程度上阻碍中国职业体育的跨越式发展。为应对西方职业体育发展转向,中国职业体育需跳出传统思维方式的束缚,主动作为、积极作为。

Embedded in the specific economic and social process,western professional sports have undergone obvious adaptive changes in recent years.From the perspective of economic sociology,this paper studied the evolution mechanism of western professional sports operation,revealed its current operation characteristics,and reflected on Chinese practice.The particularity of the self-generating system of professional sports is determined by the rigid growth of athletes’income and the natural profit-seeking of capital.And to maintain it,western professional sports started the development practice of expanding the operation scope and upgrading the product form step by step,stepping out of the court-centered era and stepping into the market-centered era and entering the stage of brand operation with the help of globalization and informatization.Conform to that requirements of the digital age,from value-added to create value,from the interests of the community to the industrial chain system,the adaptive change of western professional sports in terms of business philosophy and the structure relationship,leads to the stability of the excess profit enhancement,curing the global pattern of professional sports,to a certain extent,hamper the leap-forward development of Chinese professional sports.In response to the development of western professional sports,China’s professional sports need to break out of the traditional way of thinking and take the initiative.