【作者】 李尚华；

【导师】 刘志云；

【作者基本信息】 武汉体育学院 ， 体育教育训练学， 2008， 硕士

【摘要】 足球产业在当今世界经济产业中名列前茅,每年创造250～300亿美元的利润,虽低于信息产业,但高于汽车制造业,是极具潜力的长期投资项目。我国的足球产业市场在十余年的中国足球职业化进程中,取得了成效,。并在社会主义市场经济理论的指导下,摸索出了一些经营开发的经验,逐渐完善了足球市场的发展理念。虽然我国足球市场体系基本成型,但是足球市场发展水平有待提高。本文以我国足球市场架构为研究对象,通过对我国足球市场的主体全面、深入研究,并通过与国外足球产业发达国家的足球市场架构比较,分析我国足球市场架构的发展状况,尝试提出符合我国基本国情的、适合我国现行管理体制,有利于我国足球市场体系发展、完善的对策。为进一步改善我国足球市场体系的系统化、整体化,促进我国足球市场与国际足球市场接轨提供参考。研究结果表明:1、我国足球市场体系基本成型,但是架构发展不完善。2、我国足球彩票市场和国外相比起步较晚,发展相对滞后,存在法制不健全,资金配置不合理,彩票的竞猜对象未实现本土化。3、我国足球消费市场和国外比较得出:我国的票务市场不规范;足球运动场所服务、健身服务市场开发不足。4、我国足球协同服务市场和国外比较还处在发展的初级阶段,与国外的市场有很大的差距。5、我国咨询市场和国外比较我国的足球训练培训体系已经和国外接轨,但足球学校经营管理不利,足球服务策划在我国兴起的较晚,但是发展速度还是较快的。6、通过和国外足球用品市场的比较表明我国足球用品模仿、跟随国际潮流的发展,但缺乏科技含量,生产企业规模小,缺乏创新能力。7、通过和国外中介市场的比较得出:由于我国足球运动产业化刚刚起步,我国足球经纪人产生较晚且数量很少,对经纪人的培训没有形成体系;我国足球市场营销缺乏策略,对无形资产的开发力度不够。为了进一步优化我国足球市场架构,促进足球市场的发展,尝试提出几点对策:1.加强政府宏观调控力度。2.加强足球市场无形资产的开发和保护。3.完善足球市场的法制建设。4.提高我国足球运动的水平,重视足球后备人才的培养。5.加快足球经营和管理人才培养,发展中介组织。6.开发和规范足球彩票市场。7.实施足球市场品牌战略。8.足球健身市场的建设与服务认证。更多还原

【Abstract】 The soccer industry is among the best in now the world economics industry, creates 250 ~ 30 billion US dollars profits every year, although is lower than the information industries, but is higher than the automotive industry, is extremely has the potential the long-term investment project. Our country soccer industry market in more than ten years Chinese soccer professional advancements, has obtained the result. And in under the socialist market economy theory instruction, tried to find out some management developments experiences, have gradually improved the soccer market development idea. Although our country soccer market system basically takes shape, but the soccer market development level waits for the enhancement.This article take our country soccer market overhead construction as the research object, through is comprehensive, the thorough research to our country soccer market main body, and through compares with the overseas soccer industry developed country soccer market overhead construction, analyzes our country soccer market skeleton the development condition, the attempt proposed conforms to under the our country fundamental realities of the country, the suitable our country present management system, is advantageous to our country soccer market system development, the consummation countermeasure. For further improves our country soccer market system the systematization, the whole, promotes our country soccer market and the international soccer market connects rails provides the reference.The findings indicated that,1.our country soccer market system basically takes shape, but the overhead construction development is imperfect.2.our country soccer lottery ticket market and overseas compares the start to be later, the development relative lag, the existence legal system is not perfect, the fund disposition is not perfect, the lottery ticket competes guesses the object for the realization localization.3.our country soccer expense market and the overseas comparison obtain: Our country ticket clerk market is not standard; Soccer movement place service, healthy body service market development insufficiency.4.our country soccer coordination service market and the overseas comparison also occupy the development initial stage, has the very big disparity with the overseas market.5.our country consulted the market and the overseas comparison our country soccer training training system already and overseas connects rails, the soccer school management management was disadvantageous. The soccer service plans in our country emerges is later, but the development speed is quicker.6.through and the overseas soccer thing market comparison indicated our country soccer thing imitation, follows the international tidal current the development, lacks the technology content, the production enterprise scale is small, lacks the innovation ability.7.obtains through and the overseas intermediary market comparison: Because our country soccer movement industry just started, our country soccer manager had later also the quantity are very few, has not formed the system to manager’s training; Our country soccer market marketing lacks the strategy, is insufficient to the intangible asset development dynamics.In order to further optimizes our country soccer market overhead construction, the promotion soccer market development, the attempt proposes several countermeasures.1. Strengthens the government macroeconomic regulation and control dynamics2. Strengthens the soccer market intangible asset the development and protects3. Perfect soccer market legislative work4. Enhances our country soccer movement the level, takes the soccer reserve talented person’s raise5. Speeds up the soccer management and the managerial talent raises, the development intermediary organizes6. Development and standard soccer lottery ticket market7. Implementation soccer market brand strategy8. Soccer healthy body market construction and service authentication更多还原