發(fā)布時間：2018-10-10 20:34

【摘要】： 當今世界體育和經(jīng)濟的聯(lián)系越來越緊密,發(fā)達國家尤其如是,我國體育產(chǎn)業(yè)正處在發(fā)展中,研究體育產(chǎn)業(yè)的價值鏈和盈利模式有著重要的意義。本文在總結(jié)前人研究成果的基礎上,研究了體育產(chǎn)業(yè)的價值鏈,并構(gòu)建了基于體育產(chǎn)業(yè)價值鏈的體育企業(yè)盈利模式。主要取得以下成果: (1)構(gòu)建了兩條體育產(chǎn)業(yè)價值鏈,它們分別是以競技賽事為核心的體育產(chǎn)業(yè)價值鏈,以健身鍛煉為核心的體育產(chǎn)業(yè)價值鏈。以賽事為核心的價值鏈是通過賽前,賽中和賽后三個環(huán)節(jié)來實現(xiàn)連接的。賽前和賽后所涉及的產(chǎn)業(yè)是體育產(chǎn)業(yè)的主導產(chǎn)業(yè)的上游產(chǎn)業(yè)和下游產(chǎn)業(yè)。上游產(chǎn)業(yè)包括體育場館建筑、賽事項目、賽事策劃、賽事推廣企業(yè),體育培訓機構(gòu)以及俱樂部等;主導產(chǎn)業(yè)包括體育賽事項目、廣告、體育用品企業(yè)、贊助商、各類媒體等;下游產(chǎn)業(yè)包括體育旅游,體育游戲開發(fā),體育品牌推廣,體育紀念品公司等。以健身鍛煉為核心的體育價值鏈包括與健身俱樂部相關聯(lián)的產(chǎn)業(yè):體育器械制造、場館建筑、項目設計,宣傳/媒體公司,俱樂部,會員制度設計公司,經(jīng)紀公司,培訓公司。 (2)基于兩種體育產(chǎn)業(yè)價值鏈,建立了兩種盈利模式,即:基于賽事為核心的價值鏈的企業(yè)盈利模式,以及基于健身為核心的價值鏈的企業(yè)盈利模式。賽事為核心的企業(yè)盈利模式研究了體育賽事公司的盈利模型和體育經(jīng)紀人/經(jīng)紀公司的盈利模式,并以NBA為案例,分析了NBA的產(chǎn)業(yè)鏈和盈利模式。以健身為核心的企業(yè)盈利模式主要研究了健身俱樂部的盈利模式,并且以中體倍力健身俱樂部有限公司為案例,分析了這種盈利模式的具體運行機制。 (3)以戶外運動產(chǎn)業(yè)作為案例,將上述體育產(chǎn)業(yè)價值鏈和盈利模式的理論分析運用在具體的一個體育項目——戶外運動中,以俱樂部的運營為對象,設計出戶外運動俱樂部的盈利模式,從而證明了上述體育產(chǎn)業(yè)價值鏈和盈利模式的科學性和可操作性。: 本文的主要創(chuàng)新點是構(gòu)建了以賽事和健身為中心的兩條體育產(chǎn)業(yè)的價值鏈,以及建立了基于這兩條價值鏈的盈利模式,并對戶外運動產(chǎn)業(yè)進行了案例分析。
[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.
【學位授予單位】：中國地質(zhì)大學（北京）
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G80-05

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本文編號：2263154