摘要
当前我国体育社团发展尚不成熟,整体力量薄弱,自治能力不强,与其所要肩负的社会责任相比存在较大的差距。国外许多发达国家的体育社团发展较成熟,其成功经验可以为正处于转型与改革中的我国体育社团发展提供有益的启示。发达国家体育社团具有社会合法性与自主性、体育社团实行规范化管理且法制建设相当完善。发达国家体育社团采取的有借鉴意义的策略主要包括:建立多元化的社会关系网络、实施品牌化发展战略、开展经营活动。在借鉴发达国家体育社团发展经验的基础上,提出了有助于创新我国体育社团发展思路的几点启示:重视社会资本的积极培育、重视品牌建设的有效开展、重视市场营销的适度运用。
At present,the development of sports associations in China is not mature,the overall strength is weak,the autonomous ability is not strong,and there is a big gap compared with the social responsibility to undertake. The development of sports associations in many developed countries is more mature,and the successful experiences can provide useful enlightenments for the development of sports associations in China. Sports associations in developed countries have social legitimacy and autonomy,the management is standardized and the legal system construction is quite perfect. The strategies for reference adopted by the sports associations in developed countries mainly include three aspects： building a diversified social relationship networks,implementing the brand development strategy and carrying out business activities. On the basis of the development experiences of sports associations in developed countries,several suggestions to help innovate the development ideas of sports associations in China were put forward as follows： attaching importance to the active cultivation of social capital,attaching importance to the effective development of brand building,and attaching importance to the appropriate use of marketing.
作者
周进国
周爱光
ZHOU Jin - guo ZHOU Ai - guang(School of Physical Education,Hanshan Normal University,Chaozhou 521041,China School of Physical Education, South China Normal University, Guangzhou 510006 , China)
出处
《广州体育学院学报》
北大核心
2017年第1期8-11,共4页
Journal of Guangzhou Sport University
基金
国家社会科学基金重点项目(14ATY002)
关键词
体育社团
发达国家
社会资本
品牌建设
市场营销
sports association
developed country
social capital
brand building
marketing
