运动项目产业创新发展的理论意涵、动力机制与推进策略

Theoretical Implication,Dynamic Mechanism and Promoting Strategies of Innovative Development of Sports

运用文献资料法、逻辑分析法,探讨运动项目产业创新发展的重要地位与价值意蕴,剖析运动项目产业在组织、商业、技术、社会等4个方面创新发展的结构关系与运行方式,以此提出我国运动项目产业创新发展的推进策略。研究发现:运动项目产业创新发展是将运动项目的赛事、媒介产品、社会活动等文化和创意成果,转化为具有高度经济和市场价值的、满足人需求的消费产品和服务的过程,是从“运动项目自身产业创新”这一基本形态到“运动项目产业链创新”这一高级形态的不断演化。运动项目产业创新发展的核心动力是“人的需求”,其传动机制包括:组织创新的“催生”,商业创新的“调节”,技术创新的“支撑”,社会创新的“控制”。我国运动项目产业创新发展的推进策略要把握以“人的需求”为导向的创新发展牵引点,建构新型举国体制下政府与市场的良性互动关系,激活“赞助”与“消费”双轮驱动的商业模式,打造以竞赛表演业为核心的运动项目产业技术创新着力点,树立基于互惠和信任的社会利益最大化发展理念。

By using the methods of literature review and logical analysis,this paper has discussed the innovative development of sports industry with regard to its important status and value of connotation,analyzed the structure relations and operation mode of the innovative development of the sports industry from four aspects,including organization,business,technology,and society,and put forward the promoting strategies for the innovative development of Chinese sports industry.It has been found that:the innovative development of sports industry refers to the process of transforming the cultural and creative achievements of sports events,media products,social activities and other cultural and creative achievements into consumer products and services with high economic and market value that meet the needs of people.It is a constant evolution from the basic form of‘industrial innovation of sports events’to the advanced form of‘industrial innovation of sports events chain’.The core driving force of the innovative development of sports event industry is‘people’s demand’,and its driving mechanism includes:the catalysis of organizational innovation,the regulation of commercial innovation,the support of technological innovation and the control of social innovation.The strategies for promoting the innovative development of Chinese sports industry is to grasp the traction point of innovative development guided by people’s demand,build a positive interaction between the government and market within the new nationwide sports system,activate the dual-wheel driven business model of sponsorship and consumer,build a technological innovation base for the sports industry with competition and performance as the core,and establish the concept of maximizing social benefits based on mutual benefit and trust.