【作者】 李龙；

【导师】 李培超；

【作者基本信息】 湖南师范大学 ， 伦理学， 2017， 博士

【摘要】 体育产业是“为社会公众提供体育服务和产品的活动,以及与这些活动有关联的活动的集合”,它具有社会公益性与私人逐利性共存、政府管理与市场经营并行、强健身体和丰富精神并举的特性。改革开放以来,我国体育产业不断发展,产业规模逐步扩大,产业体系日益健全,产业结构明显优化,产业政策取得重大突破,产业各项工作稳步推进,为国民经济发展和全民健康发挥了重要作用。与此同时,也出现了体育市场效率与公平背离,政府体育产业管理部门“与市场争利”、“与民争利”,竞技体育参与者和体育消费者自身受到异化侵害等问题,主要是因体育产业发展的相关体制机制、法律法规不健全和部分体育市场主体德性缺乏所致,但不能因此掩盖和否定我国体育产业发展所取得的巨大成绩及其光明未来。我国体育产业借助市场手段来发展,虽能调节资本的自由组合,大力提升体育产业的发展水平,但因为仍缺乏完善且公平的竞争机制和伦理环境,致使部分市场主体陷入对经济理性和工具理性的盲目追求中,罔顾市场契约,忽略自身社会责任的担当,使得体育市场在一定程度上陷入无序发展和无效竞争之中,引发体育市场内部效率与公平的背离,并因此制约体育产业的发展效率。在我国体育产业发展过程中,政府是产业发展的引导者、激励者、服务者和规范者,要确保体育市场内部的自由竞争和公平秩序,发挥市场体育资源配置中的决定性作用。然而,因部分政府管理部门在履行自身职能中,“当为”之处又有所“不为”,对体育市场过度干预,导致体育资源分配不均,东西部和城乡体育产业布局不合理,体育市场产品和服务相对单一,使得人民群众正当的体育权益无法得到有效保障,体育产业发展成果不能实现全面共享。社会转型期,受利益的分化与侵蚀、观念的多元与错位、社会的发展与阵痛等影响,使得部分竞技体育参与者和体育消费者的道德挺立与生长面临前所未有的复杂社会生态。一些职业体育从业者由于道德人格、敬业精神和法制观念的缺失,出现为达到一己私利,非理性追求胜利、罔顾竞技公平公正等问题。部分体育消费者则因为对体育功能和价值的认知偏差,陷于拜物教、娱乐至死等消费异化之中,缺乏对自由人生的必要反省和批判。对我国体育产业发展问题进行道德治理:一要做到规范体育产业发展的市场伦理行为。完善和规范体育市场内部各类主体的行为和价值取向,树立社会责任感和道德正义感,以避免盲目的逐利和拜物现象,维护市场的有效竞争和正常秩序;二要强化体育产业发展的行政伦理导向。实现政府由“管理型”向“服务型”的角色转变,加强体育产业法制体系建设,落实政府与市场、政府与公民之间“权、责、利”的正当划归,避免“与市场争利”、“与民争利”的悖逆现象;三是端正竞技体育参与和体育消费个体的伦理价值取向。提高体育产业发展参与个体的道德建设水平,通过强化体育职业从业者的职业道德水平,让竞技体育赛场充满“真、善、美“;通过深化体育产业消费者对体育功能和价值的正确认识,端正其体育消费态度,树立体育消费“为人而非人为”的理念。我国体育产业要加快结构转型升级,实现创新驱动发展,需要秉持“创新、协调、绿色、开放、共享”的五大发展理念,借鉴发达国家体育产业发展的先进经验,充分发挥体育产业自身固有的潜力和优势,重点发展体现体育产业自身经济功能和社会价值的主体产业,努力培育和发展体育市场,使之成为体育产业发展的根本。更多还原

【Abstract】 Sports industry is the combination of sports service and products activities and all the activities relevant has been configurated.Public welfare coexists with private profit-driven situation,government management in parallel with marketing management,strengthening bodies and enriching spirit in the same time are the characteristics of public sports industry.With the development of the reform and opening-up,the public sports industry keeps developing and gradually making considerable achievements in expanding scale and completing industrial system.The great breakthrough in industrial policy,the steady promotion of all works in sports industry has all exerted significant affection on the development of public economy and public health.Meanwhile,there still exists some issues,for instance,the sports market’s efficiency departs from fairness,the government’s sports management administrations "compete with the market for interests" and "compete with the public for interests",there are also some participants in competitive sports and sports consumers who are incurred violation of alienation.All those issues are mainly resulted from the lack of correlative system,mechanism and the lack of morality of some main bodies in sports market,but those issues can never cover up and negate the great achievements that we made in the development of our sports industry and its bright future.Public sports industry develops with market economy which indeed can regulate the free combination of capital,reinforce the development level of sports industry greatly,but on the other hand,because of the lack of perfect and fair competition mechanism and ethical environment,parts of the market mainstays have not only sunk in blind pursuit of economic rationality and instrumental rationality,overlook market contract and ignored their social responsibilities.As a result,the whole sports market has been trapped in disordered development and ineffective competition to some extent which has made the sports market’s inner efficiency departs from fairness and restricts the development efficiency of sports industry instead.The government plays a role as a guider,an exciter,a servant and a regulator who can assure the free competition and fair order in the sports market and demonstrate decisive effect on distributing sports market resources.However,some government administrations haven’t done what they need to do when fulfilling their functions and intervene the market excessively.That lead to the imbalanced distribution of sports resources and unreasonable geographical distribution of western,middle,eastern,urban and rural sports industry,as well as the malformed sports structure.As a result,the public cannot protect their rights to participate in sports activities,and cannot share the fruits of the development of sports industry fully as well.During the transitional period of the society,some of the participants in competitive sports and sports consumers are decomposed and corrupted by interests and hold multiple and malposed concepts while undergoing the development and thore of society.As a result,their preservation and development of morality is facing an unprecedented intricate society.Some of sports practitioners are short of moral personality,unbusinesslike and has little concept of law that they pursue victories irrationally and violate justice of athletics to achieve their own interests.As for the sports consumers,some of them have a deviant cognition of sports functions and value and being trapped in the consumption alienation of fetishism and hedonism.Besides,they also lack of necessary reflection on free life and critical consciousness.It’s a must to take three moves to implement moral administration of sports industry.Firstly,regulate market ethical behavior in the development of sports industry.It’s a need to optimize and regulate behavior and value orientation of all kinds of mainstays in the market,establish a sense of social responsibility and moral justness,so as to avoid pursuing interests blindly and fetishly,protect the effective competition and healthy order in the market.Secondly,reinforce administration ethics orientation in the development of sports industry.The government should transform from "management type" to "service type",strengthen the construction of legal system in sports industry and classify "authority,responsibility,interests”between government,market and the public properly,so as to avoid disobedience situation like"compete with the market for interests" and "compete with the public for interests".Thirdly,the government should correct individual ethics value orientation in the development of sports industry.It’s of great significant to raise the construction level of individual morality in the development of sports industry and make the environment in sports arena full of "the true,the good and the beautiful" by raising the level of sports practitioners’ morality.It’s a must to correct the sports consumers’attitudes towards consumption,establish a concept of "sports consume for people but not for sports consumption itself" by intensifying the cognition of function and value of sports.A concept of "innovation,coordination,green,opening and sharing",the experience and advanced experience from the process of developing sports industry in developed countries can facilitate the transformation and upgrading of the structure of sports industry and realize innovation-driven development.It’s also of great importance to fully exploit the inherent potency and advantages in the development of sports industry and exert great importance on developing main industries which can represent economic function and value of sports industry while cultivating and developing sports market endeavor,so as to make it become to the essence in the development of sports industry.更多还原