“一带一路”背景下体育赛事发展的价值、困境与策略

发布时间：2018-03-10 14:41

本文选题：体育赛事　切入点：“一带一路”　出处：《北京体育大学学报》2017年07期 　论文类型：期刊论文

【摘要】：在"一带一路"和体育产业政策的双向驱动下,契合"一带一路"战略的体育赛事面临一些不足和问题亟待解决和寻求发展之道。有鉴于此,主要采用文献资料法,对"一带一路"背景下体育赛事发展的价值、面临的困境与发展对策进行探讨。研究认为,体育赛事在促进"一带一路"战略实施中的价值体现在:1)体育赛事是"一带一路"民心相通的突破口和切入点;2)举办体育赛事有利于进一步扩大对外体育交流与合作;3)举办体育赛事有利于巩固夯实"一带一路"战略成果;4)举办体育赛事有助于打造"一带一路"特色赛事品牌。发展困境表现在:1)体育赛事举办国家和地区分布失衡,体育赛事集中在中国境内且主要为重点省份和主要城市,"一带一路"沿线国家和地区稀少;2)体育赛事参与国家和地区来源不广,"一带一路"沿线国家和地区体育代表队和运动员不足;3)体育赛事办赛规模有限且比赛项目单一,赛事营销和体育赞助以及赛事支持力度参差不齐,体育赛事办赛规格和影响力亟待提升;4)体育赛事自主知识产权意识不强,体育赛事品牌开发程度不够,赛事无形资产没有得到充分利用和保护,尚未树立赛事品牌理念。针对赛事发展存在的问题,提出发展策略:打破体育赛事本土垄断局面;突出"一带一路"宗旨和理念;提高体育赛事办赛规格和水平;着力打造自主知识产权的体育赛事和保持体育赛事常态化。
[Abstract]:Driven by the policy of "Belt and Road" and sports industry, the sports events in line with the "Belt and Road" strategy face some shortcomings and problems to be solved and seek the way to develop. In view of this, the literature method is mainly adopted. This paper probes into the value of the development of sports events under the background of "Belt and Road", the difficulties faced by them and the development countermeasures. The value of Sports events in promoting the implementation of "Belt and Road" Strategy is reflected in: 1) Sports events are the breakthrough point and breakthrough point of the people's hearts and minds of "Belt and Road". Holding sports events is conducive to further expanding sports exchanges and exchanges with foreign countries. Cooperation 3) the holding of sports events is conducive to consolidating and consolidating the strategic achievements of "Belt and Road". The holding of sports events helps to build the brand of "Belt and Road" sports events. The development dilemma is manifested in: 1) the imbalance between the distribution of countries and regions in the holding of sports events. Sports events are concentrated in China and are mainly in key provinces and major cities. There are few countries and regions along "Belt and Road" to participate in sports events. The number of teams and athletes is insufficient. 3) the scale of running sports events is limited and the competition events are single. The marketing, sponsorship and support of sports events are uneven, the standards and influence of running sports events need to be improved urgently) the awareness of independent intellectual property rights of sports events is not strong, and the level of brand development of sports events is not enough. The intangible assets have not been fully utilized and protected, and the brand concept of the event has not been set up. In view of the problems existing in the development of the competition, the development strategies are put forward: breaking the local monopoly situation of sports events, highlighting the aim and idea of "Belt and Road"; To improve the standard and level of running sports events, to build independent intellectual property rights of sports events and to maintain the norm of sports events.
【作者单位】：首都体育学院期刊部;西藏民族大学体育学院;
【基金】：北京市属高等学校高层次人才引进与培养计划项目—“长城学者”培养计划(CIT&TCD20150324)
【分类号】：G808.2

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