whether sports can become an industry and how to identify the sports industry in theory was once a controversial issue in previous years. In particular, there are still different opinions on how to understand and handle the relationship between sports industry and sports undertakings. But now people no longer argue about these issues, because everyone has basically reached the understanding that sports industry is the inevitable product of market economy, and sports socialization and industrialization are the only way for sports development. In particular, the socialization and industrialization of sports has been confirmed by the National People's Congress, the highest authority in China. Premier Zhu also mentioned the issue of sports consumption in the government work report. When the development direction of sports industry has been made clear, we have seen a debate that we have seen before. The educational circles are also debating this issue, and it is carried out at a higher level and in a larger scope. The focus of the debate is somewhat similar to sports, which I believe everyone has seen in the newspaper. One argument is that education is an industry, and education can be an industry, and education is a big industry, a sunrise industry, an industry that will never decline, and a very broad field of consumption and investment. Another way of saying it is: education is not an industry, so it can't be industrialized, because education is a noble cause to cultivate people and improve their quality, and it can't aim at profit or focus on money. I think the result of this debate should be similar to the conclusion of our sports industry debate. Therefore, I think our sports industry is ahead, and you may see this. I think both culture and education are bound to take the road of socialization and industrialization, because the reform facts are in front of us, and the government can't take care of everything, whether it is culture, sports or education. Moreover, with the development of market economy in China, the degree of marketization of the whole national economy will be higher and higher. This marketization will definitely enter the field of education. Judging from the education funds of the State Sports General Administration this year, the increase rate is more than 26%, which is still relatively large. However, there is still a big gap between education and demand, so I think education is bound to take the road of socialization and industrialization, and the share of funds that education will get from the market will become larger and larger.

here are three topics to introduce to you. First, the current situation of sports industry development; Second, some problems in sports development; The third is the prospect and thinking of the development of sports industry.

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Although China's sports industry started late, it has developed rapidly, and the fields and scale of the industry have been expanding, and the quality of the industry has also improved, and the benefits of the industry have also increased significantly. Although the overall scale of sports industry is not very large compared with other industries, it has formed a unique industrial category in the development of socialist market economy. In June, 1995, the State General Administration of Sports formulated the outline of sports industry development from 1995 to 21, which pointed out that the goal of sports industry development is to gradually build a sports industry system that is suitable for the socialist market economic system, conforms to the laws of modern sports, has complete categories, reasonable structure and standardized development in about fifteen years. The specific goal stipulated in the outline is to basically form a new pattern of industrial development based on the main industry, with multiple industries, multiple ownership systems and common development by the end of this century. Now at the turn of the century, I think the short-term goal stipulated in the outline has been basically achieved, which is reflected in the following four aspects:

First, the sports market with the ontology market as the main body has formed a certain scale, and the basic framework of the market system has become clear.

second, the field of sports industry development has been continuously expanded, and the quality and industrial benefits of sports industry have been gradually improved.

thirdly, the form of social investment in running industries has developed rapidly, and a large number of sports clubs, sports enterprises or enterprise groups have emerged in line with the modern sports system.

Fourthly, a multi-channel, multi-level and multi-form industrialized financing mechanism has been established and formed to ensure the development of sports.

on the one hand, the sports market with the noumenon market as the main body has begun to take shape, and the basic framework of the market system has become clear. According to the theory of market economy, the market is the central link connecting production, circulation, distribution and consumption. Although sports products are mainly spiritual and service products, they should also follow this rule. Therefore, the development of sports industry should be based on the development of sports market. To a great extent, the development and prosperity of the sports market determines the development and prosperity of the sports industry. A perfect market system should be an organizational system with complete categories, orderly levels and reasonable structure. With the development of market economy, the deepening of sports reform, and the continuous improvement of sports socialization and industrialization, the sports market has gradually changed from sporadic and single in the past, with unclear priorities, to ontology-oriented, hierarchical and all-round development. At present, the basic framework has become clear. It basically includes competition performance market, fitness and entertainment market, technical training and consulting market, sports intangible assets market and sports tourism market.

Competition performance market: The renewal of the consumption concept and the improvement of the consumption level of the masses have laid the foundation of the competition market. At the same time, the reform of China's competition system-the home and away competition system and the implementation of clubs have promoted the development of the competition performance market, and formed a fairly large and stable audience and fans group, and the competition performance market is gradually expanding. Football is the earliest item to enter the market in China. In 1998, the average number of spectators per game in Football League A was 21,3, and the total ticket income was more than 1 million yuan. The average number of spectators per game in League A and League B also reached 13,7. The whole first division has a total audience of more than 5.8 million. According to conservative estimation, the average market income of Club A is 25 million yuan. When it comes to football, you may think that the men's football team has not rushed out of Asia this year, and there are still many match-fixing in domestic leagues, which hurts the hearts of fans. But on the other hand, the charm of football is also real. Although it has not rushed out, the domestic fan base and football market are still relatively stable. The basketball market started later than the football market, but its operation has been relatively successful in recent years, and the cultivation of the basketball market pays more attention to perfecting the competition methods and creating the atmosphere of the stadium. For example, each game is divided into four sections, and performances are added to attract fans and spectators. In 1998, there were 172 games in Basketball League A, and the total number of spectators in one season was more than 67,, with an average of more than 3,7 per game. The attendance rate of most divisions was over 75%. The total ticket revenue of the season has also reached more than 4.1 million yuan. At present, China's basketball population is more than 2 million, accounting for 19% of the total population. It can be seen that the development potential of the basketball competition market is still great. After more than three years' cultivation, the overall image, competition quality and management level of the volleyball league have been greatly improved, and the operating income in 1998 season reached 12 million yuan. In addition to the three ball game markets just mentioned, other aspects such as the "CCTV" table tennis tournament and bowling tournament have also achieved good social and economic benefits.

fitness and entertainment market: the fitness and entertainment market is one of the main contents of the sports market, the main market of the sports market and the consumer market in which the broad masses of people participate. It is developed with the improvement of national economic strength and people's consumption level. With the increase of income, the people's quality of life has improved obviously, and the consumption structure has changed greatly. The Engel coefficient in the consumption structure of urban residents has also dropped from 57.4% in 1978 to 46.4% at present. The improvement of the people's consumption level has created good conditions for the development of the sports fitness and entertainment consumer market, and the multi-level and multi-category and multi-form demand has provided unlimited space for the fitness and entertainment market. According to the recent data survey of sports venues, 9% of consumers in sports venues spend an average of about 5 yuan to 1 yuan at one time. Among the cities with good national fitness programs, 43.7% of the citizens in Shanghai spend more on sports (including fitness and entertainment, sports clothes, etc.) than in 1 yuan. According to the information provided by Beijing Shijingshan Gymnasium, the average inflow of funds in a badminton hall on weekends and sundays is about 1, yuan. Due to the increase of mass fitness and entertainment consumption, the stadiums and gymnasiums are fully opened, which not only meets the demand of exercise consumption, but also inspires the enthusiasm of society, individuals and enterprises to invest in the construction of stadiums and gymnasiums, thus forming a virtuous circle market mechanism. In many countries with developed market economy, when counting the output value of sports undertakings, the output value of sporting goods market is counted, because the consumption market of sporting goods is based on the sports consumption of all kinds of sports people, and the standards, specifications and practical functions of sporting goods production are based on the requirements of sports events. Therefore, the sporting goods market is an important part of the overall sports market system. According to the survey, the expenditure on sporting goods (except daily consumption) accounts for the sixth important consumption expenditure, the first is children's education, the second is household appliances, the third is housing, the fourth is books and newspapers, the fifth is high-end clothing, and then the consumption of sporting goods. The average household expenditure on sporting goods is about 2, yuan. The State General Administration of Sport draws lessons from the international experience and practices in developing and standardizing the sporting goods market, and has held sporting goods fairs every year since 1993, and has held seven times so far. It should be said that each session is a step higher than the previous one. The Expo has become a bridge connecting production and communicating users, and an important stage for displaying achievements and guiding production and technical exchanges. Last year, more than 46 enterprises participated in the Fuzhou Sports Expo, and the number of booths reached 1998, which actually exceeded 2, an increase of 37 times compared with the first Expo in 1993. In October this year, at the Sporting Goods Expo in Chengdu, more than 2,1 booths and more than 5 enterprises participated. It is also a famous brand exhibition, and before 1993, it was just called the equipment planning and supply meeting, and its form was limited to exhibition and sales. This year's Expo also has distinctive features in several important links, one is that the form of booths is moving towards internationalization, and the other is highlighting scientific and technological characteristics. Moreover, the design of clothing equipment is very distinctive. Now we have received the information declared by the 21 Expo in eight big cities. Beijing will host the 21 World Universiade and also bid for the 21 China Sports Expo. Guangdong will host the 9th National Games in 21, and it will also bid for the China Sports Expo, and Shanghai has also joined the competition. Everyone can feel that the sports Expo will not only promote the development of sports-related industries, but also promote the development of local industries. The sports fair in 2 will be hosted by Changsha, because Changsha will hold the fifth city sports meeting. Due to the success of the sports fair, the development of sporting goods in China has been promoted. Chinese sporting goods enterprises, especially those that produce fitness equipment, sportswear, sports shoes and hats, have made a leap in product quality, technical level and production capacity. According to statistics from relevant departments, the production value of sporting goods in China reached $3.86 billion in 1997. An increase of 16.6% over 1996. Sporting goods enterprises have grown up in a good sports environment and with the strong support of the sports department, and the number has also developed from several before liberation to thousands now.

Sports lottery market: There are only two lottery tickets approved by the government, one is sports lottery and the other is welfare lottery. In accordance with relevant regulations, the State Sports General Administration strictly implements national policies to make sports lottery develop in a healthy direction. The lottery market is growing. Up to this year, the sports lottery has issued 1 billion yuan. The public welfare fund is fully used for the expenses of the national fitness plan and the Olympic glory plan. At present, sports lottery has developed into one of the pillars of sports industry.

second, the field of sports industry development is expanding, and the quality and benefit of sports industry are improving. Because the development of market economy plays a role in allocating resources, many sports assets and resources show great development potential. Over the years, we have developed the industrial field from two aspects, one is the management of tangible assets, and the other is the development of intangible assets. The operation of tangible assets is mainly from non-operating assets to operating assets. On the premise of ensuring the business tasks and normal work, sports departments and sports institutions have changed idle administrative assets such as land, houses, facilities and equipment from non-operational use to operational use in accordance with national policies and regulations, and obtained certain benefits and gains. This non-operational change to operational use is justified and necessary at present. It is understood that in the current sports system, there are such quite common and large-scale activities. There are three business forms: one is rental, the other is internal operation, and the other is foreign investment. In the early days of reform and opening up, leasing and lending were the main forms, because this form of operation was relatively simple and the operating income was relatively direct, but it was prone to the disadvantages of quick success and instant benefit, resulting in the loss of state-owned assets. With the development of market economy and the perfection of national policies and regulations, people's legal awareness and concepts have been greatly enhanced. At present, the forms of non-conversion are mostly joint ventures and joint-stock systems, which are standardized from project establishment to feasibility analysis, from evaluation to signing agreements. It should be said that the non-conversion of sports in recent years is developing in a good direction. The second is the development and utilization of intangible assets. Sports intangible assets refer to intangible assets and resources that do not have physical form but can be used by sports departments and sports organizations, and have use value and bring economic benefits. In recent years, the development and management of sports intangible assets mainly include the following aspects: one is the development of naming rights for sports competitions, activities and sports organizations; The second is the development of sports competitions, organizational symbols, patents and the right to use; The third is the transfer of the right to broadcast sports events; The fourth is the investment, operation and advertising activities of sports organizations and athletes' honorary portrait rights.

In the development of naming rights of sports competitions and professional club events, the associations of related projects have made great achievements. In 1998, the naming right income of the Vader Cup National Volleyball League was 8 million yuan. Chinese basketball association transferred the naming rights and promotion rights of men's basketball League A and 75% of the advertising space rights to the international management group as a whole, with an annual income of more than 3 million US dollars. The income from naming rights is the main income of the club. In the A club of men's basketball team, the income from naming rights of Beijing Aoshen reached 6 million yuan, and the income from naming rights of 12 A clubs nationwide reached 46 million yuan, with an average of more than 3.8 million yuan per club. The income from the transfer of naming rights of A and B clubs nationwide reached 18.35 million yuan, of which the highest Shenzhen Runxun reached 6 million yuan. The income from the transfer of naming rights of volleyball clubs ranges from 1 million to more than 5 million yuan. Football A, in addition to the income from naming rights, the club further develops the naming rights of cities and teams. In every international competition, the China sports delegation earned considerable income in terms of the title of representative and the franchise right of logo. In the 13th Asian Games in 1998, 3 Chinese and foreign enterprises purchased the title and franchise right of the special logo of the China sports delegation, and the sponsorship amount reached 38 million yuan, including more than 23 million yuan. Gewitt Company won the title of the only designated award-winning equipment with 9 million yuan. The TV broadcasting rights of sports events should belong to the organizers, no matter from the law of market economy or according to international practice. In foreign countries, the income from the transfer of the broadcasting rights of sports events is also a great income.