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体育产业化是社会进步、经济发展、体育发展的必然趋势。体育产业的发展主观上依赖于政府的宏观调控以及体育经济中营销概念渗透。本文立足于当前中国体育产业化进程中存在的两方面问题,针对体育管理体制改革、赛事运作以及民族企业品牌战略进行探讨,力图找出一条由“本土”走向世界的发展路子。
Sports industrialization is an inevitable trend of social progress, economic development and sports development. The development of the sports industry subjectively depends on the macro-control of the government and the penetration of the marketing concept in the sports economy. Based on the current two problems in the industrialization of sports in China, this paper discusses the reform of sports management system, the operation of sports events and the brand strategy of national enterprises in an attempt to find a development path from “home ” to the world.