全民健身战略下体育产业社会化运行机制研究

霍军+李海娜

摘要：全民健身上升为国家战略，为民造福、为国争利的体育产业快速发展。随着行政决策机制日趋完善、市场协调机制日臻成熟、社会协同机制日渐形成，体育产业社会化运行成为可能。然而，“政府体育”的思维惯性、政策措施不到位、消费观念落后、科技研发不足、市场培育困难等阻碍了其社会化实施。通过政府管办分离、企业独立运作、完善配套激励、相关业态协同、监管绩评约束等机制，为完善体育产业社会协同发展、优化配置体育资源、激活体育产业市场等提供理论参考。

关键词：全民健身；体育产业；社会化；协同路径

中图分类号：G80-052 文献标识码：A 文章编号：1006-2076（2016）03-0008-04

Abstract：National fitness program has been upgraded as a national strategy， and sports industry that is beneficial to both the people and the country is developing in a fast way.With the improvement of administrative decision-making mechanism， the maturation of market coordination mechanism and the formation of social collaborative mechanism， it becomes impossible to run the sports industry in a socialized way.However， there are still some obstacles， such as the conventional thinking of "sports by government"， policy measures not in place， backward consumption idea， insufficient scientific and technological research and development， difficulty in market cultivation.It is proposed that we improve the socialized development of sports industry， optimized the allocation of sports resources and activate the sports industry market by the following mechanisms： separating government regulation from management， company operation independent of government， policy incentives， collaboration of relevant industries and supervision by performance evaluation.

Key words： national fitness program； sports industry； socialization； collaborative path

体育是人类健康的守护，是生活娱乐的新宠，也是消费社会的前卫[1]。习近平同志对我国体育事业寄予厚望，强调从全面建成小康社会、实现中华民族伟大复兴的战略高度重视发展体育事业。为民谋福、为国争利的体育产业是促进国民经济增长、丰富人民文化生活、提高国民体质的有力支撑。国家体育产业政策明确了“简政放权，鼓励社会力量参与”的任务，提出了“大力吸引社会投资，拓宽投融资渠道”的举措[2]，有效推动了体育社会化和产业化进程。体育全力生产金牌，政府全程“埋单”正逐渐发生革命性的转变，政府驱动、财政供养的“力量展示型”正在被市场驱动、消费支撑的“参与消费型”所取代。体育产业社会化机制顺应了时代要求，符合了社会主义市场经济发展的客观规律，满足了新时期体育体制改革所需，服务了全民百姓。……