我国运动休闲特色小镇新业态发展的体育竞争情报研究

Research on sports competitive intelligence of the development of new business form in sports and leisure characteristic towns in China

为推动新发展阶段我国体育产业高质量发展,基于竞争环境、竞争对手、竞争策略三大要素,对我国运动休闲特色小镇这一新业态发展状况展开体育竞争情报分析.“体育+旅游”“体育+赛事”已成为国内绝大多数运动休闲特色小镇选择的体育产业发展模式,行业内现有竞争对手、公共政策供给主体、体育消费主体、行业内潜在竞争者、关联区域替代者等五种力量构成了我国运动休闲特色小镇的竞争环境五力结构.目前保留试点资格的93个国家级运动休闲特色小镇是行业内现有竞争对手,彼此以打造运动休闲特色小镇品牌竞争力为竞争目标,属于一种以区域和地区为单位进行的行业内竞争,呈现出适度竞争或竞争性共存关系.华东和西南等地区部分运动休闲特色小镇的品牌化策略实施状况良好,但93个小镇进行差异化品牌建设的整体状况仍有较大提升空间.

In order to promote the high-quality development of sports industry to a new stage in China,based on the three elements of competitive environment,competitors and competitive strategies,sports competitive intelligence analysis is carried out on the development of sports leisure characteristic towns in China.Research suggests that,"sports+tourism"and"sports+events"have become the development mode of sports industry chosen by most sports and leisure characteristic towns in China,the competitive environment structure of sports and leisure characteristic towns in China is composed of five forces:existing competitors in the industry,public policy suppliers,main body of sports consumption,potential competitors in the industry,and related regional substitutes.The 93 national sports and leisure characteristic towns that retain the pilot qualification are the existing competitors in the industry.Each town aims to build the brand competitiveness of sports and leisure characteristic towns,which belongs belong to a kind of intra-industry competition with regional and regional units,showing moderate competition or competitive coexistence.Some sports and leisure characteristic towns in East China and southwest China have good branding strategy implementation,but the overall situation of differentiated brand construction in 93 towns still has great room for improvement.