SCP模式下上海地区体育产业市场可持续发展研究

Abstract

研究目的：以SCP模式对上海地区体育产业的分析为切入点，发现上海地区体育产业市场发展现状和存在的问题，再以SCP模式为指导，从市场结构、市场行为和市场效率三个层面，提出上海地区体育产业市场可持续发展对策，为上海地区体育产业市场可持续发展提供理论参考，促进上海地区体育产业市场的持续升级. 研究方法：本文主要采用定性和定量结合的研究方法针对SCP模式下上海地区体育产业市场可持续发展的相关内容进行分析. 研究内容：分析SCP模式框架，从市场结构、市场行为和市场效率三个层面，分析上海地区体育产业现状和问题，针对性的提出上海地区体育产业市场可持续发展对策. 结论与建议：上海地区体育产业体育服务业不足，定价缺乏规范性，体育产企业赞助整体缺乏营销战略，缺乏风险管理和法律法规意识，且存在融资困难的问题，上海市体育产业发展市场绩效总体专业化程度以及规模化经济与发达地区还存在一定的差距。基于此上海市政府层面来说，要制定有利于优化体育产业结构的政策和法规，形成体育产业核心化的产业主导，充分调研上海地区体育产业市场资源条件，与政治、经济和社会发展规律相契合的体育产业战略发展规划。

Study purpose to SCP model analysis of the Shanghai sports industry as the breakthrough point, found that the Shanghai area sports industry market development present situation and the existing problems, guided by SCP model, from the market structure, market behavior and market efficiency three levels, put forward the Shanghai sports industry market sustainable development countermeasures. Research method: This paper mainly adopts the combination of qualitative and quantitative research methods to analyze the sustainable development of the sports industry market in Shanghai under the SCP model. Research content: Analyze the SCP model framework, analyze the current situation and problems of the sports industry in Shanghai from the three aspects of market structure, market behavior and market efficiency, and put forward the countermeasures for the sustainable development of the sports industry market in Shanghai. Conclusion and Suggestions: Shanghai sports industry sports services, pricing lack of standardization, sports production enterprise sponsorship overall lack of marketing strategy, the lack of risk management and laws and regulations consciousness, and financing difficulties, Shanghai sports industry development market performance overall specialization and scale economy and developed areas there is some gap. Based on this, the Shanghai municipal government, it is necessary to formulate policies and regulations conducive to the optimization of the structure of the sports industry, form the core sports industry, fully investigate the market resources of the sports industry in Shanghai, and the strategic development plan of the sports industry in line with the laws of political, economic and social development.