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为了解中国竞技体育市场现状及发展前景,以北京地区为主要研究对象,通过文献资料、比较研究、调查访问等方法,对比发达国家与中国的竞技体育市场运作模式的差别,基于观众的角度,进行竞技体育的市场化研究。结果表明,举国体制在历史上做出杰出贡献的同时,在市场经济条件下制约了竞技体育的市场化发展。中国竞技体育市场化程度不足,不能满足观众的需求。通过数据分析,我们得出对竞技体育市场运作的四点建议:提高比赛观赏性,打造强势运动品牌,包装本土明星,吸引观众现场消费。
In order to understand the status quo and development prospects of China’s competitive sports market, this paper takes Beijing as the main research object and compares the differences between competitive sports market modes in developed countries and China through literature, comparative research, survey and interview. Based on the audience’s perspective, Market research on competitive sports. The results show that the national system in the history of making outstanding contributions to the same time, under the conditions of the market economy has restricted the development of competitive sports market. The lack of marketization of competitive sports in China can not meet the needs of the audience. Through data analysis, we come up with four suggestions on the operation of the competitive sports market: to enhance the viewing of the competition, to create a strong sports brand, to pack a local star and attract spectators on-site consumption.