【作者】 成会君；

【导师】 刘淦清；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2006， 博士

【摘要】 体育经济活动的信任是体育经济主体间交易的背景,没有一定程度的信任,体育经济活动不会发生。探讨体育经济活动的信任内涵及来源,分析不同历史时期中国体育经济活动信任的主要特征,深入挖掘当前低信任形成的原因,并提出相应的构建措施,对促进中国体育经济的健康发展以及和谐社会的顺利实现都具有重要意义。从这些方面讲,本文具有较大的现实意义和理论价值。本文主要采用文献资料法、专家访谈法、问卷调查法、个案研究法、数理统计法等,研究结果表明:1、体育经济活动的信任分关系信任、信誉信任、制度信任。信任影响交易成本,影响体育经济主体的合作,制约体育企业规模的扩大。2、在传统社会体育经济活动中,传统人际关系信任占主导地位,信誉信任在一定地域一定时期内发挥作用,制度信任处于缺失状态。体育经济活动有较高的信任程度。3、在计划经济时期体育经济活动中,传统人际关系信任遭到打击,庇护关系信任占主导地位,信誉信任、制度信任缺失。体育企业对上级主管部门、体育企业内部成员对体育企业领导人的信任程度较高,消费者与体育企业之间、体育企业之间不存在信任。4、在转型期体育经济活动中,关系信任、信誉信任、制度信任都有建构的条件,不同体育经济活动中,关系信任、信誉信任分别起主导作用,制度信任较少发挥作用,体育经济活动的信任结构呈现复杂化特征。不同体育经济活动的信任程度差异较大。5、导致转型期体育经济活动低信任的原因主要是:(1)关系信任不能及时向现代转型;(2)体育经济制度不完善;(3)建立信誉信任的条件受限;(4)不能正确切换信任源。6、体育经济活动信任的构建措施是:(1)加强对传统信任文化的现代应用;(2)加强诚信教育;(3)完善体育经济相关法律法规;(4)建立现代体育产权制度;(5)建立完善的失信惩罚机制;(6)加快体育经济主体资信信息的传递;(7)规范政府行为。更多还原

【Abstract】 The trust of sports economic activities is the background of the main body of the sports economy. Without some extent trust, the sports economic activities will not happen. Discuss the trust connotation and the original of sports economic activities and analyze the main character of different periods. Research the reason of the lower trust forming contemporary and put forward the correspond measures. This dissertation has important significance for promoting the healthy development of sports economic activities and realizing the harmonious society.The methods of literature, experts review, questionnaire, individual case, data statistic are used in this dissertation. The result of this research indicates:1、The trust of sports economic activities is divided into relationship trust, credit trust, institution trust. The trust will affect the exchange cost, influence the cooperation of the main body of sports economic activities and limit the enlargement of the sports enterprise’s scale.2、The trust of traditional relationship hold the dominant position, credit trust will exert role in some areas and some periods, however institution trust lies in absent state in traditional sports economic activities. Sports economic activities have upper extent of trust.3、The trust of traditional relationship will be blown, protection relationship trust hold the dominant position, but credit trust and institution trust lost in planned economical periods. Sports enterprise has upper trust to superior dominant department and inner staff of sports enterprise has upper trust to leaders. Consumers and sports enterprises and in the sports enterprises the credit trust have been lost.4、Relationship trust, credit trust and institution trust have the building condition in transitional sports economical activities and they will exert dominant correspond role, but institution trust exert less role. The trust structure shows complex characters, the extent of trust has upper difference in different sports economical activities.5、The main reasons of lower trust in transitional period are as followed: (1) the relationship trust can not transfer to modern society in time; (2) sports economical institution is not perfect; (3)the condition of building credit trust is limited; (4) credit resource can not be transferred correctly.6、The building measures of sports economical activities trust are as followed: (1) stress modern application to traditional trust; (2)strengthen credit education; (3)improve sports economical related laws and rules; (4) build modern institution of sports property rights; (5) build penalty institution of lost credit; (6) accelerate transfer of sports economical main body resource and information; (7) formulate government behaviors.更多还原