“体育走入市场”的口号已经提出来许多年了,但是怎样走入市场,走入市场后应该怎样运作,似乎还难以有令人满意的答卷。目前在体育经营中最具市场经济特征的首推中国足球俱乐部,然而其发展前景不仅不被经济学家们看好,事实上一些企业已经陆续撤出了。这其中的原因是显而易见的,即企业介入足球的目的更多的是为了得到政府的优惠政策,如免税、贷款、低价征地等等,很少有人能够踏下心来研究、探索真正的足球产业经营。这从各俱乐部开发出来的相关产品不但老套单调,而且模仿抄袭者居多的现状,也能够看出一二。不仅仅是足球,许多号称要抢占体育市场的企业,其实也只是在扮演“下山捞一把”的“胡子”角色。在这种浮躁心理驱动下,体育资源的使用就显得十分急功近利,面对这一局面,中国体育界的专业人士已经开始有意识地进行有益的探索与实践。大运会作为新世纪中国首次承办的世界综合性运动会,其对市场的开发与经营,势必会对中国体育走入市场起到具有深远意义的推动作用,不可否认的是,这一切非常需要那些有远见、有胆识且有恒心的企业界中的有志之士参与进来。 The slogan “Sports into the Market” has been proposed for many years, but how to enter the market, how to operate after entering the market, it seems difficult to have a satisfactory answer. At present, most of the characteristics of the market economy in sports management devaluation of the Chinese football club, but its development prospects are not optimistic economists, in fact, some companies have been gradually withdrawn. The reason is obvious, that is, the purpose of enterprises involved in football is more to get the government’s preferential policies, such as tax exemption, loans, low-cost land acquisition and so on, few people can step on the heart to study and explore the real football industry Business. The related products developed from the clubs are not only monotonous, but also imitate the current status quo plagiarism, can also see one or two. Not just soccer, many companies claiming to occupy the sports market are in fact only playing “bearded” roles. Driven by this impulsive psychology, the use of sports resources is very quick success. In the face of this situation, Chinese sports professionals have begun to consciously conduct useful explorations and practices. The Universiade, as the first World Integrated Games hosted by China in the new century, its development and operation of the market is bound to play a significant role in promoting the entry of Chinese sports into the market. It is undeniable that all this requires foresight , Courageous and persevering business people with ambitious participation.