The Research On Marketization Operation Mode Of Shooting Sport

Western-styled sport marketization operation mode has been the main stream inour modern society, because it creates mega number of wealth and drives all otherrelative industries roll on corporately and fulfills the big social function which pushesthe mass sports development such as draws mass attentions to and participation in sportsand improves the mass physical quality and techniques eventually. So the benefitswhich sports bring to the society should never be underestimated. China has alwaysconsidered sports as the reinvigorating strategy and has made a tremendous progressthrough the Olympic Games Golden-Medal Plan. Since we have focused on thecompetitive sports for decades, the Ju Guo approach has exposed many problems insome perspectives like scale shrinking of young talented athletes for back up, diseasedretirement scheme of athletes and keeping increasing of government finance for sportssupporting. So the Ju Guo approach needs innovations and reformation. Meanwhile themuch stronger needs higher participation for fitness and entertainment sports, shootingevents as the big gold medal winner in Olympic Games are eager to seize the marketopportunity and figure out the appropriate way to let it go to market. The dissertation ismeant to explore the appropriate approach. China currently is going through4kinds ofapproaches which the central planning and commercialization have differentproportions in each approach. Based on the theories review and current4kinds ofapproaches, the dissertation brings out2models which had been transformed over pastdecades. The dissertation analyzed the shooting sport market environment by using the2models in different periods, analyzed two typical clubs as case study, and examinedthe motivation of young potential participants by using the tested scale SPEED whichthe results showed the motivations are significant. Finally the dissertation constructedthe layout of the marketization operation mode of shooting sport and gave thesuggestion of the hierarchical proportion of central planning and commercialization.