从“地表最强十二人赛”看我国乒乓球的商业化发展趋势

On the commercial development trend of table tennis in China from the perspective of the"Top 12-person Competition"

在我国乒乓球被誉为国球,享有极高的社会地位。改革开放后我国经济高速发展,乒乓球的职业化发展一度遭遇瓶颈。“地表最强十二人赛”在职业化与商业化相结合的基础上成功举办,为我国乒乓球运动的商业化发展提供了借鉴思路。在论述“地表最强十二人赛”在赞助商、赛事奖金、媒体平台以及专业的赛事包装制作的基础上,提出了我国乒乓球运动商业化发展未来趋势:实现商业化发展助力职业化发展,奖金分配形式从“举国体制”中剥离出来,凭借新媒体平台技术支持扩大影响力,通过专业运营扩大受众并关注“回头经济”效益,实现政府职能“放管服”。

Table tennis is known as the national ball.After the reform and opening up,China's economy developed at a high speed,and the professional development of table tennis encountered bottlenecks.The“Top 12-person Competition”was successfully held on the basis of the combination of professionalization and commercialization,breaking the bottlenecks.This article discusses the relationship between the commercialization and professionalism,the new bonus distribution system,the new media platform for sports events,professional operation events creating sports economy and government policies based on the sponsors,tournament bonuses,and media platforms compared to the table tennis super league,and explores the development trend of table tennis commercialization in China.