Research On Route Of Traditional Sports Industrialization In Guangzhou

It is important to inheriting and developing Chinese traditional culture that traditional sports as a carrier of Chinese traditional culture.Over past 40 years of reform and opening,China has gradually transformed from a planned economy to a socialist market economy.In the market economy system,industrialization has become an inevitable trend of the traditional sports.So the industrialization of traditional sports is important for the promotion of traditional sports,the prosperity of traditional culture and the rejuvenation of the Chinese nation.Based on above reasons,in order to carry forward the Lingnan culture and realize the sustainable development of traditional sports industry,the paper investigated the marketing subjects,marketing content and marketing status of dancing lion,dragon boat and Guangdong southern fist adopting the literature data method,interview method,field method,etc.Then it analyzed the existing problems and causes of traditional sports industrialization and proposed its route of the next stage on the basis of supply-side reform theory.So,the main findings of this paper are as follows:(1)Since reform and opening up,Guangzhou’s traditional sports industrialization has experienced three stages: the embryonic stage,the exploration stage and the rapid development stage.And now it has formed its own characteristics and scale.Specifically,it show up as festival performance industry represented by the lion dance,competition customs industry represented by the dragon boats and educational training industry represented by the Nanquan.These three industries have the following common features:(1)the organizational forms of the most supply subjects are civil organizations such as associations and villages;(2)the homogenization phenomenon of produce which similar industry supplied is serious;(3)the most professionals have better skills at traditional sports and low educational level.The main differences are reflected in the two aspects of industrialized operation channels and income and expenditure.(2)The problems of traditional sports industrialization in Guangzhou include:(1)thesupply subjects of traditional sports industrialization are mismanage;(2)the correlations of traditional sports products and Lingnan culture are low;(3)the productivity of traditional sports market is insufficient.The reasons for these problems are the lack of supply subjects’ institutional regulations,the unbalance of quantity and quality of supply products,the imbalance of the college training system with cultivates sports industry talents,the lack of innovation in traditional sports related services and products,scant of social capital.(3)Based on supply-side reform theory and the background and problems of the industrialization of traditional sports in Guangzhou,the route of traditional sports industrialization in next stage has three steps:(1)Institutional Changing: promoting the reform and innovation of system and perfecting legal specification of supply subjects;(2)Upgrading Factors: increasing effective supply that cut the sports of Lingnan culture characteristics to the core and building a cooperation platform by universities and companies to speed up the distribution of talent and industrial upgrading;(3)Structural Optimization: building a multinational industry model for the “ traditional sports+” and optimizing the industrial layout of Guangzhou’s traditional sports by the “Guangdong-Hong Kong-Macao Greater Bay Area”.