体育产业价值链及盈利模式研究

发布时间：2018-10-10 20:34

【摘要】： 当今世界体育和经济的联系越来越紧密,发达国家尤其如是,我国体育产业正处在发展中,研究体育产业的价值链和盈利模式有着重要的意义。本文在总结前人研究成果的基础上,研究了体育产业的价值链,并构建了基于体育产业价值链的体育企业盈利模式。主要取得以下成果: (1)构建了两条体育产业价值链,它们分别是以竞技赛事为核心的体育产业价值链,以健身锻炼为核心的体育产业价值链。以赛事为核心的价值链是通过赛前,赛中和赛后三个环节来实现连接的。赛前和赛后所涉及的产业是体育产业的主导产业的上游产业和下游产业。上游产业包括体育场馆建筑、赛事项目、赛事策划、赛事推广企业,体育培训机构以及俱乐部等;主导产业包括体育赛事项目、广告、体育用品企业、赞助商、各类媒体等;下游产业包括体育旅游,体育游戏开发,体育品牌推广,体育纪念品公司等。以健身锻炼为核心的体育价值链包括与健身俱乐部相关联的产业:体育器械制造、场馆建筑、项目设计,宣传/媒体公司,俱乐部,会员制度设计公司,经纪公司,培训公司。 (2)基于两种体育产业价值链,建立了两种盈利模式,即:基于赛事为核心的价值链的企业盈利模式,以及基于健身为核心的价值链的企业盈利模式。赛事为核心的企业盈利模式研究了体育赛事公司的盈利模型和体育经纪人/经纪公司的盈利模式,并以NBA为案例,分析了NBA的产业链和盈利模式。以健身为核心的企业盈利模式主要研究了健身俱乐部的盈利模式,并且以中体倍力健身俱乐部有限公司为案例,分析了这种盈利模式的具体运行机制。 (3)以户外运动产业作为案例,将上述体育产业价值链和盈利模式的理论分析运用在具体的一个体育项目——户外运动中,以俱乐部的运营为对象,设计出户外运动俱乐部的盈利模式,从而证明了上述体育产业价值链和盈利模式的科学性和可操作性。: 本文的主要创新点是构建了以赛事和健身为中心的两条体育产业的价值链,以及建立了基于这两条价值链的盈利模式,并对户外运动产业进行了案例分析。
[Abstract]:Nowadays, the relationship between sports and economy in the world is more and more close, especially in developed countries. The sports industry in China is in the process of development. It is of great significance to study the value chain and profit model of sports industry. On the basis of summarizing the previous research results, this paper studies the value chain of sports industry, and constructs the profit model of sports enterprises based on the value chain of sports industry. The main achievements are as follows: (1) two sports industry value chains are constructed. They are the sports industry value chain with competitive events as the core and the sports industry value chain with fitness exercise as the core. The value chain with competition as its core is connected by three links: pre-match, competition-center and post-match. The industries involved before and after the competition are the upstream and downstream industries of the leading industries of the sports industry. Upstream industries include stadiums and gymnasiums, sports events, events planning, sports promotion enterprises, sports training institutions and clubs, etc. The leading industries include sports events, advertising, sporting goods enterprises, sponsors, various media, etc. Downstream industries include sports tourism, sports game development, sports brand promotion, sports souvenir companies and so on. The sports value chain centered on fitness includes industries associated with fitness clubs: sports equipment manufacturing, stadiums construction, project design, publicity / media companies, clubs, member system design firms, brokerage firms, Training companies. (2) based on two kinds of sports industry value chain, two profit models are established, that is, the enterprise profit model based on the competition core value chain. And based on fitness as the core of the value chain profit model. This paper studies the profit model of sports events company and the profit model of sports broker / broker company, taking NBA as an example, analyzes the industry chain and profit model of NBA. The profit model of the enterprise with fitness as the core has mainly studied the profit model of the fitness club, and taking Zhongshengbili fitness club limited company as the case, This paper analyzes the specific operating mechanism of this profit model. (3) taking outdoor sports industry as a case, The theoretical analysis of the above sports industry value chain and profit model is applied to a specific sports project-outdoor sports, and the profit model of outdoor sports club is designed by taking the operation of the club as the object. Therefore, it proves that the above mentioned sports industry value chain and profit model are scientific and operable.: the main innovation of this paper is to construct two sports industry value chains centered on sports events and fitness. And established the profit model based on these two value chains, and carried on the case analysis to the outdoor sports industry.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G80-05

【引证文献】