作　　者： (张广俊）; (李燕领）; (邱鹏）;

机构地区： 苏州大学体育学院,江苏苏州215021

出　　处： 《武汉体育学院学报》 2017年第8期50-56,共7页

摘　　要： 研究认为:范围经济的成本优势及多元协同、网络经济的新模式、技术创新的扩散与溢出、规制改革的经济与政策环境及市场规模的融合拓展是体育产业融合的动因。依据体育产业的服务业特性分析提出4条发展路径,分别是:(1)技术融合路径——技术应用融合与技术横向融合;(2)产品融合路径——多功能融合型产品和空间与时间融合型业态;(3)市场融合路径——消费者与企业需求融合;(4)生产融合路径——管理和组织融合。从产业层面分析了体育产业融合下的体育产业定义与分类、促进体育产业结构及国家整体经济的优化升级效应;从政府规制层面认为需要制定出一个兼顾动态发展、多方面考虑的反垄断法界定法案及建立统一高效的联合规制体制与有针对性的规制政策;从企业层面分析了体育产业融合对企业的跨产业并购与战略联盟的影响效应。 The integrated development of sports industry is the trend of sports industry. The researches into the motive, ways and effect of the integrated development of sports industry are helpful to the sustainable and healthy development of sports industry. The study showed that the cost advantages and diversification of the economies of scope, the new model of the network economy, the diffusion of the technological innovation, the integration of the economics and policy, and the market reform were the motiva-tions for the integration. This paper analyzed the definition and classification of the sports industry under the integration of the sports industry, optimization and upgrading effect of the sports industry structure and the national economy as a whole. According to the characteristics of the service industry of the sports industry, four development ways were proposed： （1） technology integra-tion through technology application integration and technology horizontal integration; （2） product integration through multi-func-tional products and spatial plus time integration; （3 ）market integration through consumer and business needs; （4 ）production inte-gration through management and organization integration. From the point of view of the government regulation, it was necessary to formulate a definition of the antitrust law which took into account the dynamic development, a unified and efficient joint regula-tory system and targeted regulatory policies. For the enterprises, effects of sports industry integration on cross-industry mergers and acquisitions were analyzed Strategies included： to establish the strategies for integration of macroeconomic countries, to strengthen the awareness of the integration of sports industry sectors and to encourage the integration of micro-sports industry en-terprises and institutions.

关 键 词： 体育产业 产业融合 动因 路径 效应 策略