【作者】 曹莉；

【导师】 傅永聚；

【作者基本信息】 曲阜师范大学 ， 专门史， 2012， 博士

【摘要】 繁荣哲学社会科学，中国文化大发展，中国文化走出去，是党的十七大提出的战略目标。为更好地落实党的十七大精神，2009年7月22日，国务院常务会议通过了《文化产业振兴规划》。文化产业的振兴离不开中华优秀传统文化的本源支撑，需要通过民族文化传承体系的现代构建和民族文化元素的有机融入。体育文化产业作为我国文化产业的重要组成部分，更需要植根于中华民族优秀的传统文化，汲取其精华。伴随着社会的发展、人类的进步以及体育生活化进程的提速，人们对高品位体育文化产品的需求日益强烈。儒家人文精神作为中华优秀文化的主流，正在受到世界上越来越多不同种族人们的喜爱和赞赏。显然，将儒家人文精神与体育文化产业相融合，打造基于儒家人文精神基础上的体育文化产业品牌，既是时代的强烈要求，也是文化产业尤其是体育文化产业振兴的现实需要，更是中华民族文化复兴的重要组成部分。梳理国内外体育文化产业研究成果发现：①国外学者对体育文化产业的研究比较细致，其研究领域与所关注的问题已涉及到体育文化艺术业、新闻出版业、广播电视业、电影业、音像制品业、娱乐业、版权业、演艺业等各个方面，研究水平较高。但是，国外学者对体育文化产业的研究也存在着系统性不强、研究领域较松散等突出问题，另外，技术与操作层面的研究较多、战略层次的研究较为缺乏；②我国学者主要从体育文化产业的概念、特征、作用、内容、现状、对策及区域体育文化产业开发等方面进行研究，虽取得了一定的研究成果，但也出现了不容忽视的问题，表现为对体育文化产业现状的把握还不够系统，缺乏深度研究，对体育文化产业对策建议的研究仍停留在起步阶段和表面层次上，一般性议题较多而实证性研究偏少，缺乏战略层次的系统研究。目前，儒家人文精神的研究领域与所关注的问题主要涉到儒家人文精神与政治、管理、音乐、和谐社会、宗教、教育和市场经济等多个方面，尚未发现儒家人文精神与体育领域的相关研究成果，更未检索到儒家人文精神与体育文化产业的相关研究成果。为此，我们提出了《儒家人文精神与我国体育文化产业发展战略研究》这一课题，具有明显的原创性。本研究综合采用文献资料、调研、专家访谈、实地考察、案例分析、探索性研究等多种研究方法，从分析中外体育文化产业现状和我国体育文化产业存在的优势、劣势以及机会和威胁入手，系统地探讨儒家人文精神为什么要融入体育文化产业？能否融入？以及怎样融入等问题。在此基础上，提出了基于儒家人文精神的我国体育文化产业战略构想，并详细阐述了基于儒家人文精神的体育文化产业的布局、品牌的打造、资源的配置、风险的控制、市场的营销、国际化的传播、人才的管理和培养等战略性问题，从而建立了体育文化产业发展的理论方法体系和模式结构；在对北京奥运会和第十一届全运会融入的儒家人文精神进行案例分析的基础上，以孔子养生文化产业和基于儒家特色的体育文化产品的开发与设计为例，对体育文化产业的系统开发进行了应用性举例研究。得出以下结论：1、体育文化产业是一个复合概念，是指以体育文化资源为依托，以经营体育文化的符号性商品为主体，以满足消费者体育文化娱乐需求为目标，借助现代管理手段，提供体育文化产品和文化服务过程中的生产、销售、管理、服务等一系列活动的总和。体育文化符号价值是体育文化产品的核心和主体，现代的组织管理体系是提升体育文化附加值的保障，体育文化符号的外向化则是体育文化产业化的灵魂与核心。体育文化产业实质是通过体育对文化符号的创造和加工，获得产品创新与品牌创新，以提升体育物质文化和精神文化产品的附加值。2、我国体育文化产业的发展，机遇与挑战并存，积极整合我国体育文化优势资源，打造具有国际影响力的中国特色体育文化产业品牌，是我国体育文化产业可持续发展的突破口。3、儒家人文精神是指由孔子创立，经过弟子和后学的传播与阐扬而形成的人之所以为人的基本思想和基本观念。这些理念历经2500多年生生不息的发展，特别是经过近百年的冲刷洗礼，其“三纲五常”、封建等级思想被逐渐淘汰，而其中的“天人合一”、“以人为本”、“刚健有为”、“和谐尚中”、“实事求是”、“诚实守信”、“见利思义”、“道德自律”等人文精神正跨出本土，走向世界，为世界范围的人文危机、环境污染、生态平衡等问题的解决提供智慧。4、体育文化产业发展的最终目的是服务于人生，服务于人生的健康、愉悦、理念、思维方式、价值、尊严、追求和自由。所以，体育文化产业开发的终极目的是开发人的潜能，为了人的更加道德化、更加人性化服务。儒家人文精神与体育事业所崇尚的价值追求相近，两者的融合具有现实的可能性。5、将儒家人文精神元素融入体育产业产品开发，打造具有中国特色的体育文化产业品牌，既可为世界各国提供有形的蕴含儒家文化精神的产品，以满足国际社会当下对儒家文化教育日益强烈的现实需求，又可促进体育文化产业的发展。这表明儒家人文精神与体育文化产业之间具有良性互动的关系。6、基于儒家人文精神的体育文化产业是指以儒家人文精神为核心价值，以实现产业繁荣和弘扬儒家人文精神为目标，立足儒家人文精神加速产业推广和普及，以儒家人文精神提升产业文化认同的体育文化产业。7、从儒家人文精神的视角规划我国体育文化产业的发展战略，不仅可以将丰富独特的历史文化资源转化为文化资本，获得巨大的经济效益，而且有利于中华文化走向世界。应坚持传统与现代结合，中国与外国结合，社会效益和经济效益结合、礼与法相结合的战略方针。树立以仁务本，构建中国体育文化产业的企业文化；以义取利，提升中国体育文化产业的社会责任感；以礼经营，优化中国体育文化产业的政策环境；以智明理，培育中国体育文化产业的高端人才；以信立业，规范中国体育文化产业的市场行为等具体战略目标。以儒家“和而不同”精神为指导实施创新战略，以儒家人文精神为元素实施品牌特色战略，以儒家“协和万邦”精神为主导实施“走出去”战略，以儒家的“仁道”和“经世致用”精神为指导实施人才聚集战略。8、基于儒家人文精神的我国体育文化产业发展战略应以儒家的“仁道”为指导思想，以儒家的“厚德”思想为开发原则，以儒家的“经世致用”理念为开发路径实施综合开发。9、我国体育文化产业基于儒家“天人合一”精神的布局策略主要有：（1）弘扬儒家“天人合一”人文精神，树立可持续发展的科学布局观；（2）健全我国体育文化产业非均衡结构机制，促进体育文化产业一体化发展；（3）提高体育文化产业布局的产业关联度，建立体育文化产业整体布局的协调服务机制；（4）依托体育文化产业资源特色，促进体育文化产业链集群布局创新。10、市场是体育文化产业的基点，营销行为是其价值得以实现的关键环节。在我国体育文化产业逐“利”的营销活动中，弘扬儒家“利者，义之和也”的财富观，树立“义以为上”的指导思想，坚持“信以导利”的道德操守，遵循“见利思义”的行为准则，是实现体育文化产业价值的有效途径。11、体育文化产业资源优化配置主要通过政府配置和市场配置两条途径来实现。在我国体育文化产业资源的优化配置过程中，政府和市场都秉承儒家“天下为公”的精神和理念，既可以实现政府宏观调控的科学性、合理性，又可以充分发挥市场的积极性、创造性。12、体育文化产业风险是指产业在发展过程中由于不确定性因素所带来的失去应有收益和蒙受损失的机会或可能性，风险主体为避免产业风险尝试着各种各样的控制方法。在我国体育文化产业风险控制的过程中，儒家“中庸”、“尚中”的辩证法，“天人合一”的生态文明观，“执两用中”的控制方法，为产业风险控制提供了有益的价值资源。13、儒家诚信精神在我国体育文化产业品牌打造中的转化策略：首先要汲取儒家诚信思想精华，改造儒家传统诚信观，丰富体育文化产业品牌的诚信内涵；其次要培植体育文化主体企业的诚信品牌；再次要构建体育文化产业品牌发展的现代信用体系；最后要建立体育文化产业诚信品牌的评价体系。14、体育文化产业非均衡发展所追求的“相争与相融”的整体布局和发展模式，需要在儒家“和而不同”人文精神关照下创新发展。可通过健全我国体育文化产业非均衡结构机制，推动体育文化产业的集群式升级，发展大型龙头企业；带动我国体育文化产业集群发展、提高体育文化产业关联度，形成区域产业网络发展带等策略实现。15、在“协和万邦”精神关照下，夯实国内市场基础，塑造体育文化产业出口品牌；扩大国际目标市场，提高国际市场份额；扶持成立国际中介机构，健全涉外文化产业促进组织；完善我国体育文化产业区域政策，形成共赢的国际合作机制和创新国际化发展的扶持机制等是我国体育文化产业国际化发展的有效路径。16、2008年北京奥运会和2009年第十一届全运会的文化产业开发充分挖掘儒家“天人合一”、“以人为本”、“和谐尚中”、“见利思义”、“勇于担当”的人文精神，取得了丰厚的经济效益，可为奥运会以及大型体育赛事的市场开发提供有效的理论与方法支持，本研究梳理的这些经典案例，可作为遗产，加以保护。17、本研究设计的孔子养生文化产业的开发举例和基于儒家人文精神特色体育文化产品开发举例可为塑造中国特色体育文化产业品牌，保护、传承、传播儒家人文精神，促进我国体育文化产业的国际化传播提供了崭新思路。更多还原

【Abstract】 To prosper philosophy and social science, achieve great development of Chinese culture，realize Chinese culture’s spreading in the world are the strategic targets put forward by the17thCPC National Congress. In order to implement the Congress spirit better, the executive meetingof the State Council issued Culture Industry Promotion Plan on July22,2009. The revitalizationof the culture industry will not realize without the support of Chinese excellent traditional culture.It needs to build modern construction of the national culture inheritance system and to blendnational culture elements in. As an important part of the national culture industry, sports cultureindustry needs more to root in the Chinese excellent traditional culture and learn from the best.With the development of society, the progress of mankind and the speeding-up of the process ofintegrating spots into life, people’s demands of high grade sports culture production areincreasing, too. As the mainstream of Chinese excellent culture, the Confucian humanistic spiritis accepted by more and more people of different races in the world. Obviously, integrating theConfucian humanistic spirit and sports culture industry, creating sports culture industry brandwhich is based on humanistic spirit of Confucian is not only the strong demand of the times, butalso the real need of cultural industry revitalization, even more an important part of Chinesetraditional cultural renaissance.To sum up the domestic and international researches on sports culture industry, we can find:(1) Foreign scholars are more meticulous in the field of sports culture industry. Their studies areconcerned with many aspects, such as sports culture and arts industry, press and publicationindustry, broadcasting and television industry, film industry, audio-visual products industry, theentertainment industry, copyright industry, performing arts industry and so on. Their studies havereached high standard. But foreign scholars’ researches have the shortcomings of being notsystematic and concentrated. Most of the researches mainly focus on technical and operationaldimension, instead of strategic dimension.(2)The domestic scholars pay more attention onconcept, characteristics, functions, content, the present situation, the countermeasures andregional sports culture industry’s exploitation. The results show that our researches on thepresent situation are not systemic, comprehensive and profound enough. The strategies studies for sports culture industry are still subjective and superficial. General discussions are more thanempirical studies. There are few systematic studies of sports culture industry on strategic level.At present, the researches on Confucian humanism are mainly about the relationshipbetween Confucian humanism and political, management, music, the harmonious society,religion, education, or the market-oriented economy, etc. There is no study having been foundconcerning the relationship between Confucian humanism and sports, not to say the study on therelationship between Confucian humanism and sports culture industry. For this, our present study,A Study of Confucian Humanism and Strategy for Chinese Sports Culture Industry, shows itsoriginality obviously.The present study integrates various research methods, such as literature, expert interviews,field visits, case studies and exploratory research, etc., analyzes the status quo of domestic andforeign sports culture industry, discusses the advantages, disadvantages, opportunities andchallenges of Chinese sports culture industry. On the basis of these study results, the presentstudy systematically explores the reasons for and manners of integration of Confucian humanisminto sports culture industry, and then put forward Confucian-humanism-based-strategies forChinese sports culture industry, elaborates on such strategic measures as the layout of sportsculture industry, brand building, resources configuration, risk control, marketing,internationalized spread, talents management and development. The study thereby establishes themethodology system and mode for the development of sports culture industry. On the basis ofcase study on the integration of Confucian humanism in Beijing Olympic Games and the11thNational Games, the present study makes an exemplification research on systematicdevelopment of sports culture industry, with the development design of Confucius health cultureindustry as an example. The study reaches the conclusions as follows:1. Sports culture industry is a complex concept. It is an umbrella term for a series ofactivities of producing, marketing, managing and serving to supply sports culture products andservices, with the aid of modern management strategies. It relies on sports culture resources,regards sports culture symbolized products as its main body, and aims at satisfying customerneeds for sports culture entertainment. Sports culture symbol value is the core and mainstay ofthe sports culture products. The modern organizing and management system is the guarantee forincreasing sports culture value-added. The externalization of sports culture symbols is the souland core of culture industrialization. The essence of sports culture industry is a series of activitiesto increase the added value of sports material and spirit culture products through sports’ creationand development of culture symbols to achieve the innovation of products and brands.2. The development of Chinese sports culture industry coexists with opportunities andchallenges. Actively integrating our advantageous resources and building sports culture industry brands with Chinese unique characteristics and international influence is the shortcut forsustainable development of Chinese sports culture industry.3. Confucian humanism refers to the basic idea and basic concept of being a man, whichwas firstly put forward by Confucius, then spread and developed by his students and subsequentlearners. These concepts have been developed continuously for more than2,500years. Duringrecent100years, such ideas of ethical standards and feudal hierarchy had been washed outgradually. And humanistic spirits, such as unity of heaven and man, people-oriented,self-reliance and self-fulfillment, being harmonious and moderate, seeking truth from facts,being honesty, thinking about moral obligation when facing money, moral self-discipline, ec., arebroadening their world influence and providing the world with wisdom to deal with humanitycrisis, environment pollution and ecological balance.4. The ultimate goal of sports culture industry development is to serve for people’s life, fortheir health, pleasure, ideas, way of thinking, value, dignity, pursuit and freedom. Therefore, todevelop man’s potentials and to serve for better morality and better humane is the ultimatepurpose of the development of sports culture industry. The similarity of pursuit of value providesthe possibility of integration of Confucian humanism and sports.5. To integrate Confucian humanist spirit into the development of sports products and buildsports culture industry brands with Chinese characteristics, can not only provide tangibleConfucian cultural products to meet the strongly increasing international needs of Confuciancultural education for countries around the world, but also promote the development of sportsculture industry. This reveals the positive interaction between Confucian humanism and sportsculture industry.6. Confucian-humanism-based sports culture industry refers to such sports culture industrywith Confucian humanism as core value, to realize industrial prosperity and spread Confucianhumanist spirit as its goal, to upgrade the cultural identity as its purpose which is achieved by theway of accelerating industrial development and popularization.7. Planning the development strategy of our country’s Sports culture industry from theperspective of Confucian humanism can not only convert the rich and unique Chinese culturalresources into cultural capital, gaining enormous economic benefits, but also contribute toChinese culture’s spread in the world. The strategic policy that we stick to should combinetogether these elements: tradition and modern, Chinese and foreign, social benefits and economicbenefits, ritual and law. There are some specific strategic objectives should be set up: Takingbenevolence as fundamental base to construct the enterprise culture of Chinese sports cultureindustry; Taking righteousness as interest to enhance the sense of social responsibility of Chinesesports culture industry; To manage on rites to optimize the policy environment of Chinese sports culture industry; To understand on wisdom to nurture high-end talents of Chinese sports cultureindustry; To business on credibility to regulate the marketing behavior of Chinese sports cultureindustry. Specifically, the implement process of strategies can be described as: To implementInnovative strategy by the Confucian “harmonious but different” spirit as the guidance; Toimplement Brand characteristic strategy integrated with the elements of Confucian humanistspirit; To implement the“Go around the world”strategy directed by the Confucian spirit of“living in harmony with all others far and near”; To implement talent gathered strategy by theConfucian’s ideas of“benevolence”and“Putting what is learned into practice”.8. The Confucian-humanism-based development strategy of our country’s sports cultureindustry should regard the Confucian doctrine of “Benevolence” as the guiding ideology, takethe Confucian “lofty virtues” as development principle, and make the Confucian doctrine of“Putting what is learned into practice” as the path for the implementation of the comprehensivedevelopment.9、The strategies for layout of Chinese sports culture industry which bases on Confucianspirit of “the harmony between man and nature” are as follow:(1) Carry forward the Confucianhumanistic spirit of “the harmony between man and nature”, and establish the scientific layoutconcept of sustainable development;（2）Perfect the unbalanced structure of Chinese sportsculture industry, and promote the integral development of sports culture industry（;3）Improve therelevancy of layout of sports culture industry, and establish the coordinated service mechanismof sports culture industry layout;（4）Rely on the resources characteristics of sports cultureindustry, and promote the innovation of clusters of layout of sports culture industries.10、Market is the basis of sports culture industry, and marketing behavior is a key link torealize its value. In the profit-driven marketing activities of our sports culture industry, weshould carry forward the Confucian wealth view, set up the “justice” guiding ideology, adhere tothe “honesty” moral ethics, follow the “integrity” behavior. And this is an effective way torealize the value of sports culture industry.11、There are two channels, the government configuration and market configuration, tooptimize resource allocation of our country sports culture industry. During the resourceoptimized allotment of sports culture industry, the government and the market should adhere tothe Confucian idea of “the whole world, one community”. In doing so, not only can thegovernment macro-control be scientific and rational, but also the market can be fully positiveand creative.12、Sports culture industry risk is such risks or possibilities of loosing extra income in theprocess of the development because of uncertainty factors. The subject of risk would try all kindsof control method to avoid industry risk. In the process of risk control, the Confucian doctrine of "Moderation", the ecological civilization of "the whole world, one community" and the controlmethod of "choosing the middle in two extremes" provide the valuable resources for the industryrisk control.13、The transformation strategy of the Confucian integrity spirit in our country sportsculture industry brands is as follow: Firstly, learn from the essence of the Confucian integrity,reform the traditional idea, and rich the integrity connotation of sports culture industry brand;Secondly, cultivate the integrity brand of the sports culture enterprise; Thirdly, construct themodern credit system of brand development of the sports culture industry; Finally, build theevaluation system of the industry brands’ integrity.14、The integral layout and development mode of "Competition and cooperation", whichthe unbalanced development of sports culture industry seeks for, need to develop creativelybased on the Confucian humanistic spirit of "harmonious but different". This can be realizedthrough optimizing the unbalanced structure system of our sports culture industry, promoting thesports culture upgrade of industry clusters, and developing large leading enterprises, in order todrive the development of sports culture industrial clusters, improve the relevancy of sportsculture industry, and form the development zone of regional industry network and so on.15. The effective ways to achieve the internationalized development of sports cultureindustry include: strengthening the domestic market foundation under the guidance of the spirit"harmonious union of nations", modeling export domestic brands of sports culture industry,expanding international target markets, increasing the international market share, supporting theestablishment of international intermediary institutions, establishing organizations to promoteforeign culture industry, perfecting regional policies of our sports culture industry, forming theco-win mechanism for international cooperation, innovating the support mechanism ofinternational development, and so on.16. The culture industry development in the Beijing Olympic Games and the11th NationalGames fully demonstrate such Confucian humanistic spirits as harmony between human withnature, being man-oriented, be harmonious and moderate, be obligation-oriented, be full ofcourage to bear responsibility and so on. We got obvious economical profits in those examples.The experience can provide effective theory and method for market development of the OlympicGames and other large sports events. We organized these classic cases as heritage and try toprotect it.17. The design development of Confucius health cultural industry, the development ofChinese distinctive sports cultural products which is based on Confucian humanism, can provideideas for creating unique Chinese sports culture industrial brand, protecting, inheriting andspreading the Confucian humanism, and promoting the internationalization of Chinese sports culture industry.更多还原