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The author:(作者)delvpublished in(发表于) 2013/12/29 7:09:13 Large sports complex mired operational challenges
Recently, the State General Administration of sport was introduced in eight sectors, including on the strengthening of major sports venue operations management innovation, raise the level of public services (hereinafter referred to as the Treaty). Provisions of the views, the Central Government will set up special subsidies for sports stadiums public service, local financial arrangements for funding, supporting large stadiums opened to the society free of charge or charges. The comments also requested from the national level for the first time, will be strictly controlled in the future to organise competition on behalf of the new stadium.
Authoritative operations professional sports venues, Beijing sports University Professor Lin Xianpeng, in an interview with reporters, said the introduction of this opinion, helps to solve large stadiums to a certain extent widespread problem of high vacancy rates, lower social benefits, will also slow the speed of large stadiums in China continues to increase. But the views can fundamentally solve China's major sports venues operational problems? Can be effective means to mitigate people lack of fitness venues, please? Lin Xianpeng, the answer is in the negative.
Lin Xianpeng believes that, for a long time, many media and people think our lack of fitness venues and inefficiently large stadiums are necessarily linked, this in itself a mistake that "no country is use as a fitness facility large stadiums. "Lin Xianpeng," said operational problems prevailing in large stadiums in China, it is not possible to venues for fitness solutions, people lack of fitness venues cannot open large stadiums to resolve. Advocate large stadiums opened to the society free of charge or charges, and we have no way of approach. ”
Stadium operations impossible problems
Lin Xianpeng, in fact, compared with many Western countries, China's large number of sports venues and facilities and the area is still far from enough. But why China isn't so much the stadiums are still widespread utilization is not high the problem? "The operations of large stadiums, rely mainly on the mature system of professional sports games and sports industry developed to keep it. "Said Lin Xianpeng, currently in China, both the professional game system and the sports industry, are very tender.
In the famous sports scholar, Jiangxi University of finance and Vice President Yi Jiandong, stadium operations in China, has become a puzzle with no solution.
2012 ~2013 year, Yi Jiandong had its capacity as visiting scholar in the United States visits a year, "when I left New York, the city is due to start soon, several large stadiums and works, New York's major sports venues was very rich in resources, but still cannot meet the demand. I had learned about the United States operating income sources of large stadiums, including Stadium naming rights, ticket sales and tournament television rights revenues. United States Stadium naming fee to $ 100 million a year, organizing sporting annual attendance of between 50 million and 70 million people, can total tens of billions of dollars of TV relay right of professional event share these great sources of income, is the major sporting venues would have been unthinkable in China. ”
Promise United States key to the profitability of large sports venues, is a well-developed system of professional sports games and sports industry, which is also the passage of large stadiums in Western countries operating mode.
"The absence of well-developed system of professional event and sports industry for relying on China's idle problems prevailing in large stadiums. Coupled with the current lack of fitness venues is also more prominent now, authorities introduced a State support for large stadiums opened to the public free of charge or charges views, at the Central and local finance stadiums opening cost, both to increase the utilization of large stadiums, also to a certain extent the supply of additional fitness space. "Lin Xianpeng, said," but all in all, it was there was no way to approach. In the long term, large stadiums are also used to run competitions should reflect the value of fitness problem of inadequate venues, can only be resolved through intensified efforts to build community sports venue. Sports venues of different sizes have different positions, major sports venues and community sports complex is different from functional in nature. ”
China sports industry lacks an external integration mechanisms
Dilemma on China large stadiums, revealing long lack of interaction with the outside world and integration mechanism of Chinese sports industry abuses. By Yi Jiandong as Chief expert, on December 22 the national social science fund major tenders subject to question--the China sports industry policy research report, presented "towards sports and leisure, health, culture, tourism, entertainment and other industries, chimeric and linkage mechanisms" proposal. "From the actual experience of the sports industry in Europe and the United States, one of the most distinctive features: sports active integration of culture, leisure, entertainment, health, tourism and other fields, and obtained the status of alternative and policy support. "Yi Jiandong believes that the current degree of linkage with other areas of the sports industry in China is still very low.
In Europe and the United States, sports industry's share of GDP at about 2%~3%, Yi Jiandong, said: "in the United States, is the seventh-largest pillar industry of sports industry, an annual output value of twice times the auto industry. "But it is only 0.55% per cent of the GDP weighting of Chinese sports industry (2010 figures), and 70% per cent of the contribution by the sporting goods industry.
Includes competitions, athletes, coaches, and most of the major sports venues and facilities, core resources for the sports industry in China, the vast majority seemed to be in the hands of the sports authorities. But with China's rapid social and economic progress and huge domestic market is disproportionate, slow development of Chinese sports industry for many years.
"In recent years, the Chinese sports authorities have begun to be conscious of and cooperation in other fields, but the initiative did not appear. "Yi Jiandong said.
Sports authorities in China is the focus of competitive sport, sports and Olympic Games strategy and national games strategy is the first priority, the sports industry core resources available to sports authorities, the natural first for these two strategic services. "The market can play a good role, the Administration is inappropriate. "The experts, Vice President of the Chinese Academy of social sciences, the Youth Centre for policy studies Cai Liqiang said," the Government should bear the sport public service functions, such as the provision of public sports venues. While professional sports, athletics and sports industry activities that can be done by the market, should be returned to the market. ”
Sports industry regulation of market economy activities, to respond more efficiently to maximize the value, and also to take the initiative to cross-border development, this is the way sports industry can learn from developed countries in the West. Cai Liqiang said: "our country over the years has introduced sports policy text, but not many can actually landed. Why? This is an issue of warrants. "According to Yi Jiandong research in Europe and the United States, they hardly issued a policy aimed specifically at sports, but when it comes to culture, health, leisure, entertainment and other aspects of policy, tends to refer to sports, such as the United States the new Park will require new public sports sites, United Kingdom national health policy will also cover the promotion of sports content. Yi Jiandong, sports and social life, while in China, both the sport and the sport, are regarded as sports sector "private plots". Yi Jiandong, said: "we suggest that the Central Government and relevant departments of the State Council, in the formulation of industrial policies, do not rigidly adhere to the sector separation and loss of industrial integration opportunity. ”
Need sports industry from a strategic point of view
If you can break the unit interval, sport and integration in other areas, problems of Chinese sports industry and sports many problems could be solved.
Lack of fitness venues, China's land resources are limited, new fitness venues with limited space, but Yi Jiandong gives a common solution in Western countries, "China's per capita sports venues in an area of just one-fifteenth in Western developed countries, but our per capita green area of the Park is comparable with the West. In the West, green parks and public sports venues, playing on the lawn. If our sport and urban construction, landscaping and other departments, scientific and rational planning and standardizing management, green parks and sports venues, residential green space will be able to achieve all three combined. ”
While large sports venues operational difficulties, also available in fitness and recreation after the rapid development of industry and competition performance industry is resolved, but that would require sports authorities put tightly in the hands of the competition and the athletes for core resources and that its full development in the market economy.
National physique monitoring data indicate that, in recent years, our national Constitution as a whole on a downward trend, in particular young people's physical decline, has attracted national attention. Yi Jiandong believes that decline in national physique and the total lack of public services, national sports structure is not balanced, providing a single, poor operating mechanism related to many factors, such as, the national pastime and the methods of communication of negative factors that can not be ignored.
Effective national physical fitness in particular young people's physical recovery, need the entire national public sports service levels increase, as well as national sports consumption market of sports consumption and the quality of, and in fact, the national demand has not single-handedly solve the sporting or educational sector. Yi Jiandong recommends that States from the strategic height to look at sports and the sports industry.
Staff writer, Beijing, December 28-
(Original title: a sunrise industry in China's development of trouble)
近日，国家体育总局等八部门出台了《关于加强大型体育场馆运营管理改革创新，提高公共服务水平的意见》（以下简称《意见》）。《意见》规定，中央财政将设立体育场馆公共服务专项补助资金，地方财政也要安排相应资金，支持大型体育场馆向社会免费或低收费开放。《意见》还首次从国家层面提出要求，今后将严格控制地方以举办大型赛会的名义新建大型体育场馆的行为。
国内权威的体育场馆运营专家、北京体育大学教授林显鹏在接受记者采访时表示，这份《意见》的出台，有助于在一定程度上解决我国大型体育场馆普遍存在的闲置率高、社会效益较低的问题，也将减缓我国大型体育场馆继续增加的速度。但这份《意见》能从根本上解决我国大型体育场馆的运营难题吗？能成为缓解老百姓健身场地不足的有效手段吗？林显鹏的答案是否定的。
林显鹏认为，长期以来，很多媒体和老百姓都以为我国大众健身场地不足与大型体育场馆的利用率不高有着必然联系，这本身就弄错了对象，“没有哪个国家是把大型体育场馆当作全民健身设施使用的。”林显鹏表示，“我国大型体育场馆普遍存在的运营问题，不可能以场地用作全民健身的方式来解决，老百姓健身场地不足的问题也不可能靠开放大型体育场馆来解决。倡导大型体育场馆向社会免费或低收费开放，只是我们现在没有办法的办法。”
大型体育场馆运营成无解难题
林显鹏表示，实际上，对比西方很多国家，中国大型体育场馆设施的数量和面积还远远不足。但为什么中国并不算多的体育场馆依然普遍存在利用率不高的问题呢？“大型体育场馆的运营，主要依靠成熟的职业体育赛事体系和发达的体育产业来支撑。”林显鹏说，目前在中国，无论是职业赛事体系还是体育产业，都十分稚嫩。
在著名体育学者、江西财经大学副校长易剑东看来，大型体育场馆的运营，在中国已经成了一个无解的难题。
2012年～2013年，易剑东曾以访问学者的身份在美国考察了一年，“我离开纽约时，这座城市正准备上马几个大型体育场馆工程，纽约的大型体育场馆资源本来就很丰富，但仍旧不能满足需求。我曾详细了解了美国大型体育场馆的经营收益来源，包括场馆冠名权、赛事门票收入和赛事电视转播权收入。美国的一些大型体育场馆的冠名费一年能达到1亿美元，举办体育比赛的年入场人次达到5000万至7000万人，还可以从总额动辄为数十亿美元的职业赛事电视转播权中分成，这些巨大的收入来源，是中国大型体育场馆不可想象的。”
保证美国大型体育场馆盈利的关键，是发达的职业体育赛事体系和体育产业，这也是西方国家大型体育场馆运营的通行模式。
“由于没有发达的职业赛事体系和体育产业作依托，中国的大型体育场馆普遍存在闲置问题。加之目前全民健身场地不足的现象也比较突出，现在，国家有关部门出台了扶持大型体育场馆免费或低收费向公众开放的《意见》，以中央和地方财政承担场馆的开放成本，这既能提高大型体育场馆的利用率，也能在一定程度上增加全民健身场地的供给。”林显鹏表示，“但总的来说，这是目前没有办法的办法。从长远来看，大型体育场馆还是应当体现出用于办赛的价值，而全民健身场地不足的问题，只能通过加大力度修建社区体育场馆的方式解决。规模不同的体育场馆有着不同的服务定位，大型体育场馆和社区体育场馆从功能本质上来说就是不同的。”
中国体育产业缺少外部融合机制
中国大型体育场馆的运营困境，揭示了长久以来中国体育产业缺乏与外界联动和融合机制的弊端。由易剑东担任首席专家、于12月22日结题的国家社科基金重大招标课题——《中国体育产业政策研究》报告，就给出了“建立体育与文化、休闲、健康、旅游、娱乐等产业领域嵌合与联动机制”的建议。“从欧美国家体育产业的实际发展经验看，一个最鲜明的特征就是：体育积极主动融入文化、休闲、娱乐、健康、旅游等领域，并获得无可替代的地位和相应的政策支持。”但易剑东认为，目前中国的体育产业与其他领域联动的程度还很低。
在欧美国家，体育产业占GDP的比重大约在2%～3%，易剑东介绍说：“在美国，体育产业是第七大支柱产业，每年的产值是汽车产业的两倍。”但目前中国体育产业占GDP比重只有0.55%（2010年数字），且7成以上是由体育用品制造业贡献的。
包括赛事、运动员、教练员以及大多数的大型体育场馆设施在内的中国体育产业核心资源，绝大多数都掌握在体育主管部门手中。但与中国经济社会快速进步和巨大国内市场空间不相称的是，中国体育产业多年来发展缓慢。
“近几年，中国的体育主管部门已经开始有意识地与其他领域合作，但主动性还是显得不够。”易剑东表示。
中国体育主管部门的工作重心是竞技体育，竞技体育又以奥运战略和全运战略为重中之重，体育主管部门所掌握的体育产业核心资源，自然首先要为这两个战略服务。“市场能够发挥好作用的事务，政府就不该管。”政策研究专家、中国社科院青年中心副理事长蔡礼强表示，“政府应该承担的是体育的公共服务职能，如公共体育场地的提供。而职业体育、竞技体育和可以由市场完成的体育产业活动，应该还给市场。”
受市场经济调节的体育产业活动，能够更高效地实现产业价值的最大化，还要主动跨界发展，这是西方体育产业发达国家提供的可借鉴之道。蔡礼强表示:“我们国家这些年出台了不少体育政策文本，但能够真正落地的却不多。为什么？这是一个值得深思的问题。”根据易剑东对欧美国家的研究，这些国家几乎没有出台过专门针对体育领域的政策，但涉及到文化、健康、休闲、娱乐等方面的政策，往往会提及体育，比如美国新建的公园，一定会按要求辟出公共体育用地，英国的国民健康政策也一定会涵盖促进群众体育的内容。在易剑东看来，体育本来就与社会生活息息相关，而在中国，无论是竞技体育还是群众体育，都被视作体育部门的“自留地”。易剑东表示：“我们也建议中央政府和国务院有关部门，在制定产业政策时，不要拘泥于部门区隔而丧失产业融合的良机。”
需从战略角度看待体育产业
如果能够打破部门的间隔，让体育与其他领域融合发展，困扰中国体育产业和体育事业的许多难题就有可能迎刃而解。
比如全民健身场地不足的问题，中国现在的土地资源有限，新建全民健身场地的空间有限，但易剑东给出了一个在西方国家常见的解决方案，“中国的人均体育场地面积只有西方发达国家的1/15，但我们的人均公园绿地面积却与西方发达国家相差不大。在西方国家，公园绿地同时也是公共体育活动场地，草坪上可以踢球。如果我们的体育与城建、园林等部门合作，经科学合理规划和规范管理，公园绿地、住宅小区绿地和体育活动场地就可以实现三者的结合。”
而大型体育场馆的运营困难，也可以在健身娱乐业和赛事表演业快速发展后得以解决，但这需要体育主管部门放下紧紧握在手中的赛事和运动员等核心资源，让其在市场经济中得以充分发展。
国民体质监测数据表明，近年来，我国国民体质整体上呈下降趋势，特别是青少年体质持续下滑的现象，已经引起国家的高度重视。易剑东认为，国民体质下滑与国家体育公共服务总量不足、结构不平衡、提供方式单一、运行机制不畅等诸多因素有关，国民消遣和交往方式消极的因素也不可忽视。
有效促使国民体质尤其是青少年体质回升，需要整个国家公共体育服务水平的提高，也需要国民体育消费观的建立和体育消费市场质量的提升，而事实上，国民的这些需求已经无法由体育或教育部门凭一己之力解决。易剑东建议，国家要从战略的高度来看待体育和体育产业。
本报北京12月28日电
（原标题：一个朝阳产业在中国的发展困境）
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