论文部分内容阅读
作为曾经中国唯一“标准职业化”俱乐部的恒大女排在成立运作不到5年后,最终宣布退出联赛,究其原因,值得深思。采用文献资料法,对恒大女排成立至解散的历程进行梳理和解析,结合我国职业体育改革,及我国体育赛事运作的现状及困境,进行了探讨和分析。研究认为:非完全市场化、权责不清晰是导致我国职业化体育俱乐部难以顺畅运作的关键原因;体育赛事资源的行政垄断性,资本追逐利润短期行为性,主流媒体的控制和排他性,体育赛事的低水平性和间断性,体育赛事营销的落后和局限性是造成我国职业体育赛事难以品牌化和盈利的主要阻碍因子。
As the only “standard professional” club in China, Evergrande volleyball team set up in less than 5 years of operation, the final announced the withdrawal from the league, the reason, it is worth pondering. By using the method of literature and information, combing and analyzing the history of the establishment and dissolution of Hengda Women’s Volleyball Team, the paper discusses and analyzes the status quo and plight of the reform of professional sports in our country and the operation of sports events in China. The research shows that: incomplete market-oriented and unclear power and responsibility are the key reasons that make the professional sports clubs in our country difficult to operate smoothly; the administrative monopoly of sporting events resources, the short-term behavior of capital chasing profit, the control and exclusion of mainstream media, The low level and intermittent nature of sports events marketing lags behind and limitations is the cause of our professional sports events difficult to branding and profitability of the main obstacles.