儒家人文精神與我國體育文化產(chǎn)業(yè) 發(fā)展戰(zhàn)略研究

1、PAGE 國家體育總局哲學(xué)社會科學(xué)研究項目 編號：1614SS12007 儒家人文精神與我國體育文化產(chǎn)業(yè)發(fā)展戰(zhàn)略研究項目負(fù)責(zé)人：曹 莉曲阜師范大學(xué)二一三年九月課題組主要成員：曹 莉 傅永聚 劉曉黎 李思民 孫中芹韓春利 姜付高 梁同福 趙吉峰 李士健張顯軍 趙魯南 伊 超 PAGE 100摘 要繁榮哲學(xué)社會科學(xué)，中國文化大發(fā)展，中國文化走出去，是黨的十七大提出的戰(zhàn)略目標(biāo)。為更好地落實黨的十七大精神，2009年7月22日，國務(wù)院常務(wù)會議通過了文化產(chǎn)業(yè)振興規(guī)劃。文化產(chǎn)業(yè)的振興離不開中華優(yōu)秀傳統(tǒng)文化的本源支撐，需要通過民族文化傳承體系的現(xiàn)代構(gòu)建和民族文化元素的有機融入。體育文化產(chǎn)業(yè)作為我國文化產(chǎn)業(yè)的

2、重要組成部分，更需要植根于中華民族優(yōu)秀的傳統(tǒng)文化，汲取其精華。伴隨著社會的發(fā)展、人類的進步以及體育生活化進程的提速，人們對高品位體育文化產(chǎn)品的需求日益強烈。儒家人文精神作為中華優(yōu)秀文化的主流，正在受到世界上越來越多不同種族人們的喜愛和贊賞。顯然，將儒家人文精神與體育文化產(chǎn)業(yè)相融合，打造基于儒家人文精神基礎(chǔ)上的體育文化產(chǎn)業(yè)品牌，既是時代的強烈要求，也是文化產(chǎn)業(yè)尤其是體育文化產(chǎn)業(yè)振興的現(xiàn)實需要，更是中華民族文化復(fù)興的重要組成部分。梳理國內(nèi)外體育文化產(chǎn)業(yè)研究成果發(fā)現(xiàn)：國外學(xué)者對體育文化產(chǎn)業(yè)的研究比較細(xì)致，其研究領(lǐng)域與所關(guān)注的問題已涉及到體育文化藝術(shù)業(yè)、新聞出版業(yè)、廣播電視業(yè)、電影業(yè)、音像制品業(yè)、娛樂

3、業(yè)、版權(quán)業(yè)、演藝業(yè)等各個方面，研究水平較高。但是，國外學(xué)者對體育文化產(chǎn)業(yè)的研究也存在著系統(tǒng)性不強、研究領(lǐng)域較松散等突出問題，另外，技術(shù)與操作層面的研究較多、戰(zhàn)略層次的研究較為缺乏；我國學(xué)者主要從體育文化產(chǎn)業(yè)的概念、特征、作用、內(nèi)容、現(xiàn)狀、對策及區(qū)域體育文化產(chǎn)業(yè)開發(fā)等方面進行研究，雖取得了一定的研究成果，但也出現(xiàn)了不容忽視的問題，表現(xiàn)為對體育文化產(chǎn)業(yè)現(xiàn)狀的把握還不夠系統(tǒng)，缺乏深度研究，對體育文化產(chǎn)業(yè)對策建議的研究仍停留在起步階段和表面層次上，一般性議題較多而實證性研究偏少，缺乏戰(zhàn)略層次的系統(tǒng)研究。目前，儒家人文精神的研究領(lǐng)域與所關(guān)注的問題主要涉到儒家人文精神與政治、管理、音樂、和諧社會、宗教、教

4、育和市場經(jīng)濟等多個方面，尚未發(fā)現(xiàn)儒家人文精神與體育領(lǐng)域的相關(guān)研究成果，更未檢索到儒家人文精神與體育文化產(chǎn)業(yè)的相關(guān)研究成果。為此，我們提出了儒家人文精神與我國體育文化產(chǎn)業(yè)發(fā)展戰(zhàn)略研究這一課題，具有明顯的原創(chuàng)性。本研究綜合采用文獻資料、調(diào)研、專家訪談、實地考察、案例分析、探索性研究等多種研究方法，從分析中外體育文化產(chǎn)業(yè)現(xiàn)狀和我國體育文化產(chǎn)業(yè)存在的優(yōu)勢、劣勢以及機會和威脅入手，系統(tǒng)地探討儒家人文精神為什么要融入體育文化產(chǎn)業(yè)？能否融入？以及怎樣融入等問題。在此基礎(chǔ)上，提出了基于儒家人文精神的我國體育文化產(chǎn)業(yè)戰(zhàn)略構(gòu)想，并詳細(xì)闡述了基于儒家人文精神的體育文化產(chǎn)業(yè)的布局、品牌的打造、資源的配置、風(fēng)險的控制、

5、市場的營銷、國際化的傳播、人才的管理和培養(yǎng)等戰(zhàn)略性問題，從而建立了體育文化產(chǎn)業(yè)發(fā)展的理論方法體系和模式結(jié)構(gòu)；在對北京奧運會和第十一屆全運會融入的儒家人文精神進行案例分析的基礎(chǔ)上，以孔子養(yǎng)生文化產(chǎn)業(yè)和基于儒家特色的體育文化產(chǎn)品的開發(fā)與設(shè)計為例，對體育文化產(chǎn)業(yè)的系統(tǒng)開發(fā)進行了應(yīng)用性舉例研究。得出以下結(jié)論：1. 體育文化產(chǎn)業(yè)是一個復(fù)合概念，是指以體育文化資源為依托，以經(jīng)營體育文化的符號性商品為主體，以滿足消費者體育文化娛樂需求為目標(biāo)，借助現(xiàn)代管理手段，提供體育文化產(chǎn)品和文化服務(wù)過程中的生產(chǎn)、銷售、管理、服務(wù)等一系列活動的總和。體育文化符號價值是體育文化產(chǎn)品的核心和主體，現(xiàn)代的組織管理體系是提升體育文

6、化附加值的保障，體育文化符號的外向化則是體育文化產(chǎn)業(yè)化的靈魂與核心。體育文化產(chǎn)業(yè)實質(zhì)是通過體育對文化符號的創(chuàng)造和加工，獲得產(chǎn)品創(chuàng)新與品牌創(chuàng)新，以提升體育物質(zhì)文化和精神文化產(chǎn)品的附加值。2. 我國體育文化產(chǎn)業(yè)的發(fā)展，機遇與挑戰(zhàn)并存，積極整合我國體育文化優(yōu)勢資源，打造具有國際影響力的中國特色體育文化產(chǎn)業(yè)品牌，是我國體育文化產(chǎn)業(yè)可持續(xù)發(fā)展的突破口。3. 儒家人文精神是指由孔子創(chuàng)立，經(jīng)過弟子和后學(xué)的傳播與闡揚而形成的人之所以為人的基本思想和基本觀念。這些理念歷經(jīng)2500多年生生不息的發(fā)展，特別是經(jīng)過近百年的沖刷洗禮，其“三綱五?！薄⒎饨ǖ燃壦枷氡恢饾u淘汰，而其中的“天人合一”、“以人為本”、“剛健有為

7、”、“和諧尚中”、“實事求是”、“誠實守信”、“見利思義”、“道德自律”等人文精神正跨出本土，走向世界，為世界范圍的人文危機、環(huán)境污染、生態(tài)平衡等問題的解決提供智慧。4. 體育文化產(chǎn)業(yè)發(fā)展的最終目的是服務(wù)于人生，服務(wù)于人生的健康、愉悅、理念、思維方式、價值、尊嚴(yán)、追求和自由。所以，體育文化產(chǎn)業(yè)開發(fā)的終極目的是開發(fā)人的潛能，為了人的更加道德化、更加人性化服務(wù)。儒家人文精神與體育事業(yè)所崇尚的價值追求相近，兩者的融合具有現(xiàn)實的可能性。5. 將儒家人文精神元素融入體育產(chǎn)業(yè)產(chǎn)品開發(fā)，打造具有中國特色的體育文化產(chǎn)業(yè)品牌，既可為世界各國提供有形的蘊含儒家文化精神的產(chǎn)品，以滿足國際社會當(dāng)下對儒家文化教育日益強

8、烈的現(xiàn)實需求，又可促進體育文化產(chǎn)業(yè)的發(fā)展。這表明儒家人文精神與體育文化產(chǎn)業(yè)之間具有良性互動的關(guān)系。6. 基于儒家人文精神的體育文化產(chǎn)業(yè)是指以儒家人文精神為核心價值，以實現(xiàn)產(chǎn)業(yè)繁榮和弘揚儒家人文精神為目標(biāo)，立足儒家人文精神加速產(chǎn)業(yè)推廣和普及，以儒家人文精神提升產(chǎn)業(yè)文化認(rèn)同的體育文化產(chǎn)業(yè)。7. 從儒家人文精神的視角規(guī)劃我國體育文化產(chǎn)業(yè)的發(fā)展戰(zhàn)略，不僅可以將豐富獨特的歷史文化資源轉(zhuǎn)化為文化資本，獲得巨大的經(jīng)濟效益，而且有利于中華文化走向世界。應(yīng)堅持傳統(tǒng)與現(xiàn)代結(jié)合，中國與外國結(jié)合，社會效益和經(jīng)濟效益結(jié)合、禮與法相結(jié)合的戰(zhàn)略方針。樹立以仁務(wù)本，構(gòu)建中國體育文化產(chǎn)業(yè)的企業(yè)文化；以義取利，提升中國體育文化產(chǎn)

9、業(yè)的社會責(zé)任感；以禮經(jīng)營，優(yōu)化中國體育文化產(chǎn)業(yè)的政策環(huán)境；以智明理，培育中國體育文化產(chǎn)業(yè)的高端人才；以信立業(yè)，規(guī)范中國體育文化產(chǎn)業(yè)的市場行為等具體戰(zhàn)略目標(biāo)。以儒家“和而不同”精神為指導(dǎo)實施創(chuàng)新戰(zhàn)略，以儒家人文精神為元素實施品牌特色戰(zhàn)略，以儒家“協(xié)和萬邦”精神為主導(dǎo)實施“走出去”戰(zhàn)略，以儒家的“仁道”和“經(jīng)世致用”精神為指導(dǎo)實施人才聚集戰(zhàn)略。8. 基于儒家人文精神的我國體育文化產(chǎn)業(yè)發(fā)展戰(zhàn)略應(yīng)以儒家的“仁道”為指導(dǎo)思想，以儒家的“厚德”思想為開發(fā)原則，以儒家的“經(jīng)世致用”理念為開發(fā)路徑實施綜合開發(fā)。9. 我國體育文化產(chǎn)業(yè)基于儒家“天人合一”精神的布局策略主要有：（1）弘揚儒家“天人合一”人文精神，

10、樹立可持續(xù)發(fā)展的科學(xué)布局觀；（2）健全我國體育文化產(chǎn)業(yè)非均衡結(jié)構(gòu)機制，促進體育文化產(chǎn)業(yè)一體化發(fā)展；（3）提高體育文化產(chǎn)業(yè)布局的產(chǎn)業(yè)關(guān)聯(lián)度，建立體育文化產(chǎn)業(yè)整體布局的協(xié)調(diào)服務(wù)機制；（4）依托體育文化產(chǎn)業(yè)資源特色，促進體育文化產(chǎn)業(yè)鏈集群布局創(chuàng)新。10. 市場是體育文化產(chǎn)業(yè)的基點，營銷行為是其價值得以實現(xiàn)的關(guān)鍵環(huán)節(jié)。在我國體育文化產(chǎn)業(yè)逐“利”的營銷活動中，弘揚儒家“利者，義之和也”的財富觀，樹立“義以為上”的指導(dǎo)思想，堅持“信以導(dǎo)利”的道德操守，遵循“見利思義”的行為準(zhǔn)則，是實現(xiàn)體育文化產(chǎn)業(yè)價值的有效途徑。11. 體育文化產(chǎn)業(yè)資源優(yōu)化配置主要通過政府配置和市場配置兩條途徑來實現(xiàn)。在我國體育文化產(chǎn)業(yè)資

11、源的優(yōu)化配置過程中，政府和市場都秉承儒家“天下為公”的精神和理念，既可以實現(xiàn)政府宏觀調(diào)控的科學(xué)性、合理性，又可以充分發(fā)揮市場的積極性、創(chuàng)造性。12. 體育文化產(chǎn)業(yè)風(fēng)險是指產(chǎn)業(yè)在發(fā)展過程中由于不確定性因素所帶來的失去應(yīng)有收益和蒙受損失的機會或可能性，風(fēng)險主體為避免產(chǎn)業(yè)風(fēng)險嘗試著各種各樣的控制方法。在我國體育文化產(chǎn)業(yè)風(fēng)險控制的過程中，儒家“中庸”、“尚中”的辯證法，“天人合一”的生態(tài)文明觀，“執(zhí)兩用中”的控制方法，為產(chǎn)業(yè)風(fēng)險控制提供了有益的價值資源。13. 體育文化產(chǎn)業(yè)非均衡發(fā)展所追求的“相爭與相融”的整體布局和發(fā)展模式，需要在儒家“和而不同”人文精神關(guān)照下創(chuàng)新發(fā)展?？赏ㄟ^健全我國體育文化產(chǎn)業(yè)非均

12、衡結(jié)構(gòu)機制，推動體育文化產(chǎn)業(yè)的集群式升級，發(fā)展大型龍頭企業(yè)；帶動我國體育文化產(chǎn)業(yè)集群發(fā)展、提高體育文化產(chǎn)業(yè)關(guān)聯(lián)度，形成區(qū)域產(chǎn)業(yè)網(wǎng)絡(luò)發(fā)展帶等策略實現(xiàn)。14. 2008年北京奧運會和2009年第十一屆全運會的文化產(chǎn)業(yè)開發(fā)充分挖掘儒家“天人合一”、“以人為本”、“和諧尚中”、“見利思義”、“勇于擔(dān)當(dāng)”的人文精神，取得了豐厚的經(jīng)濟效益，可為奧運會以及大型體育賽事的市場開發(fā)提供有效的理論與方法支持，本研究梳理的這些經(jīng)典案例，可作為遺產(chǎn)，加以保護。15. 本研究設(shè)計的孔子養(yǎng)生文化產(chǎn)業(yè)的開發(fā)舉例可為塑造中國特色體育文化產(chǎn)業(yè)品牌，保護、傳承、傳播儒家人文精神，促進我國體育文化產(chǎn)業(yè)的國際化傳播提供了嶄新思路。關(guān)

13、鍵詞：儒家人文精神；體育文化產(chǎn)業(yè)；融合；戰(zhàn)略A Study no Confucian Humanism and Strategy of Chinese Sports Culture IndustryAbstractTo prosper philosophy and social science, achieve great development of Chinese culture，realize Chinese cultures spreading in the world are the strategic targets put forward by the 17th CPC Nati

14、onal Congress. In order to implement the Congress spirit better, the executive meeting of the State Council issued Culture Industry Promotion Plan on July 22, 2009. The revitalization of the culture industry will not realize without the support of Chinese excellent traditional culture. It needs to b

15、uild modern construction of the national culture inheritance system and to blend national culture elements in. As an important part of the national culture industry, sports culture industry needs more to root in the Chinese excellent traditional culture and learn from the best. With the development

16、of society, the progress of mankind and the speeding-up of the process of integrating spots into life, peoples demands of high grade sports culture production are increasing, too. As the mainstream of Chinese excellent culture, the Confucian humanistic spirit is accepted by more and more people of d

17、ifferent races in the world. Obviously, integrating the Confucian humanistic spirit and sports culture industry, creating sports culture industry brand which is based on humanistic spirit of Confucian is not only the strong demand of the times, but also the real need of cultural industry revitalizat

18、ion, even more an important part of Chinese traditional cultural renaissance.To sum up the domestic and international researches on sports culture industry, we can find: (1) Foreign scholars are more meticulous in the field of sports culture industry. Their studies are concerned with many aspects, s

19、uch as sports culture and arts industry, press and publication industry, broadcasting and television industry, film industry, audio-visual products industry, the entertainment industry, copyright industry, performing arts industry and so on. Their studies have reached high standard. But foreign scho

20、lars researches have the shortcomings of being not systematic and concentrated. Most of the researches mainly focus on technical and operational dimension, instead of strategic dimension. (2)The domestic scholars pay more attention on concept, characteristics, functions, content, the present situati

21、on, the countermeasures and regional sports culture industrys exploitation. The results show that our researches on the present situation are not systemic, comprehensive and profound enough. The strategies studies for sports culture industry are still subjective and superficial. General discussions

22、are more than empirical studies. There are few systematic studies of sports culture industry on strategic level.At present, the researches on Confucian humanism are mainly about the relationship between Confucian humanism and political, management, music, the harmonious society, religion, education,

23、 or the market-oriented economy, etc. There is no study having been found concerning the relationship between Confucian humanism and sports, not to say the study on the relationship between Confucian humanism and sports culture industry. For this, our present study, A Study of Confucian Humanism and

24、 Strategy for Chinese Sports Culture Industry, shows its originality obviously.The present study integrates various research methods, such as literature, expert interviews, field visits, case studies and exploratory research, etc., analyzes the status quo of domestic and foreign sports culture indus

25、try, discusses the advantages, disadvantages, opportunities and challenges of Chinese sports culture industry. On the basis of these study results, the present study systematically explores the reasons for and manners of integration of Confucian humanism into sports culture industry, and then put fo

26、rward Confucian-humanism-based-strategies for Chinese sports culture industry, elaborates on such strategic measures as the layout of sports culture industry, brand building, resources configuration, risk control, marketing, internationalized spread, talents management and development. The study the

27、reby establishes the methodology system and mode for the development of sports culture industry. On the basis of case study on the integration of Confucian humanism in Beijing Olympic Games and the 11th National Games, the present study makes an exemplification research on systematic development of

28、sports culture industry, with the development design of Confucius health culture industry as an example. The study reaches the conclusions as follows:1. Sports culture industry is a complex concept. It is an umbrella term for a series of activities of producing, marketing, managing and serving to su

29、pply sports culture products and services, with the aid of modern management strategies. It relies on sports culture resources, regards sports culture symbolized products as its main body, and aims at satisfying customer needs for sports culture entertainment. Sports culture symbol value is the core

30、 and mainstay of the sports culture products. The modern organizing and management system is the guarantee for increasing sports culture value-added. The externalization of sports culture symbols is the soul and core of culture industrialization. The essence of sports culture industry is a series of

31、 activities to increase the added value of sports material and spirit culture products through sports creation and development of culture symbols to achieve the innovation of products and brands.2. The development of Chinese sports culture industry coexists with opportunities and challenges. Activel

32、y integrating our advantageous resources and building sports culture industry brands with Chinese unique characteristics and international influence is the shortcut for sustainable development of Chinese sports culture industry.3. Confucian humanism refers to the basic idea and basic concept of bein

33、g a man, which was firstly put forward by Confucius, then spread and developed by his students and subsequent learners. These concepts have been developed continuously for more than 2,500 years. During recent 100 years, such ideas of ethical standards and feudal hierarchy had been washed out gradual

34、ly. And humanistic spirits, such as unity of heaven and man, people-oriented, self-reliance and self-fulfillment, being harmonious and moderate, seeking truth from facts, being honesty, thinking about moral obligation when facing money, moral self-discipline, ec., are broadening their world influenc

35、e and providing the world with wisdom to deal with humanity crisis, environment pollution and ecological balance.4. The ultimate goal of sports culture industry development is to serve for peoples life, for their health, pleasure, ideas, way of thinking, value, dignity, pursuit and freedom. Therefor

36、e, to develop mans potentials and to serve for better morality and better humane is the ultimate purpose of the development of sports culture industry. The similarity of pursuit of value provides the possibility of integration of Confucian humanism and sports.5. To integrate Confucian humanist spiri

37、t into the development of sports products and build sports culture industry brands with Chinese characteristics, can not only provide tangible Confucian cultural products to meet the strongly increasing international needs of Confucian cultural education for countries around the world, but also prom

38、ote the development of sports culture industry. This reveals the positive interaction between Confucian humanism and sports culture industry.6. Confucian-humanism-based sports culture industry refers to such sports culture industry with Confucian humanism as core value, to realize industrial prosper

39、ity and spread Confucian humanist spirit as its goal, to upgrade the cultural identity as its purpose which is achieved by the way of accelerating industrial development and popularization.7. Planning the development strategy of our countrys Sports culture industry from the perspective of Confucian

40、humanism can not only convert the rich and unique Chinese cultural resources into cultural capital, gaining enormous economic benefits, but also contribute to Chinese cultures spread in the world. The strategic policy that we stick to should combine together these elements: tradition and modern, Chi

41、nese and foreign, social benefits and economic benefits, ritual and law. There are some specific strategic objectives should be set up: Taking benevolence as fundamental base to construct the enterprise culture of Chinese sports culture industry; Taking righteousness as interest to enhance the sense

42、 of social responsibility of Chinese sports culture industry; To manage on rites to optimize the policy environment of Chinese sports culture industry; To understand on wisdom to nurture high-end talents of Chinese sports culture industry; To business on credibility to regulate the marketing behavio

43、r of Chinese sports culture industry. Specifically, the implement process of strategies can be described as: To implement Innovative strategy by the Confucian “harmonious but different” spirit as the guidance; To implement Brand characteristic strategy integrated with the elements of Confucian human

44、ist spirit; To implement the“Go around the world”strategy directed by the Confucian spirit of “l(fā)iving in harmony with all others far and near”; To implement talent gathered strategy by the Confucians ideas of“benevolence”and“Putting what is learned into practice”.8. The Confucian-humanism-based deve

45、lopment strategy of our countrys sports culture industry should regard the Confucian doctrine of “Benevolence” as the guiding ideology, take the Confucian “l(fā)ofty virtues” as development principle, and make the Confucian doctrine of “Putting what is learned into practice” as the path for the implemen

46、tation of the comprehensive development.9. The strategies for layout of Chinese sports culture industry which bases on Confucian spirit of “the harmony between man and nature” are as follow: (1) Carry forward the Confucian humanistic spirit of “the harmony between man and nature”, and establish the

47、scientific layout concept of sustainable development;（2）Perfect the unbalanced structure of Chinese sports culture industry, and promote the integral development of sports culture industry;（3）Improve the relevancy of layout of sports culture industry, and establish the coordinated service mechanism

48、of sports culture industry layout;（4）Rely on the resources characteristics of sports culture industry, and promote the innovation of clusters of layout of sports culture industries.10. Market is the basis of sports culture industry, and marketing behavior is a key link to realize its value. In the p

49、rofit-driven marketing activities of our sports culture industry, we should carry forward the Confucian wealth view, set up the “justice” guiding ideology, adhere to the “honesty” moral ethics, follow the “integrity” behavior. And this is an effective way to realize the value of sports culture indus

50、try.11. There are two channels, the government configuration and market configuration, to optimize resource allocation of our country sports culture industry. During the resource optimized allotment of sports culture industry, the government and the market should adhere to the Confucian idea of “the

51、 whole world, one community”. In doing so, not only can the government macro-control be scientific and rational, but also the market can be fully positive and creative.12. Sports culture industry risk is such risks or possibilities of loosing extra income in the process of the development because of

52、 uncertainty factors. The subject of risk would try all kinds of control method to avoid industry risk. In the process of risk control, the Confucian doctrine of “Moderation”, the ecological civilization of “the whole world, one community” and the control method of “choosing the middle in two extrem

53、es” provide the valuable resources for the industry risk control.13. The integral layout and development mode of “Competition and cooperation”, which the unbalanced development of sports culture industry seeks for, need to develop creatively based on the Confucian humanistic spirit of “harmonious bu

54、t different”. This can be realized through optimizing the unbalanced structure system of our sports culture industry, promoting the sports culture upgrade of industry clusters, and developing large leading enterprises, in order to drive the development of sports culture industrial clusters, improve

55、the relevancy of sports culture industry, and form the development zone of regional industry network and so on.14. The culture industry development in the Beijing Olympic Games and the 11th National Games fully demonstrate such Confucian humanistic spirits as harmony between human with nature, being

56、 man-oriented, be harmonious and moderate, be obligation-oriented, be full of courage to bear responsibility and so on. We got obvious economical profits in those examples. The experience can provide effective theory and method for market development of the Olympic Games and other large sports event

57、s. We organized these classic cases as heritage and try to protect it.15. The design development of Confucius health cultural industry, the development of Chinese distinctive sports cultural products which is based on Confucian humanism, can provide ideas for creating unique Chinese sports culture i

58、ndustrial brand, protecting, inheriting and spreading the Confucian humanism.Key words: Confucian humanism; Sports culture industry; integration; strategy目 錄 TOC o 1-3 h z u HYPERLINK l _Toc367727598 摘 要 PAGEREF _Toc367727598 h I HYPERLINK l _Toc367727599 Abstract PAGEREF _Toc367727599 h V HYPERLINK

59、 l _Toc367727600 一、引言 PAGEREF _Toc367727600 h 1 HYPERLINK l _Toc367727601 二、研究方法與路徑 PAGEREF _Toc367727601 h 2 HYPERLINK l _Toc367727602 第一章 國內(nèi)外體育文化產(chǎn)業(yè)發(fā)展的現(xiàn)狀 PAGEREF _Toc367727602 h 4 HYPERLINK l _Toc367727603 第一節(jié) 體育文化產(chǎn)業(yè)概念的界定 PAGEREF _Toc367727603 h 4 HYPERLINK l _Toc367727604 一、體育產(chǎn)業(yè)概念的界定 PAGEREF _Toc3

60、67727604 h 4 HYPERLINK l _Toc367727605 二、體育文化產(chǎn)業(yè)概念的界定 PAGEREF _Toc367727605 h 5 HYPERLINK l _Toc367727606 第二節(jié) 我國體育文化產(chǎn)業(yè)發(fā)展的現(xiàn)狀 PAGEREF _Toc367727606 h 5 HYPERLINK l _Toc367727607 一、體育文化產(chǎn)業(yè)的規(guī)模較小 PAGEREF _Toc367727607 h 6 HYPERLINK l _Toc367727608 二、體育文化產(chǎn)業(yè)的品牌較弱 PAGEREF _Toc367727608 h 7 HYPERLINK l _Toc367