【摘要】：在《關于加快發(fā)展體育產業(yè)促進體育消費的若干意見》文件指引下,足球上升為國家戰(zhàn)略層面背景下,職業(yè)體育受到人們越來越多的關注。當前,我國職業(yè)體育改革處于關鍵時期,針對改革過程中面臨的困境和難題,歐美強國職業(yè)體育聯(lián)盟的成功運行為我們提供了諸多可借鑒性經驗與教訓。本文以世界上最成功、最具品牌影響力的職業(yè)籃球聯(lián)盟-NBA為研究對象,基于現(xiàn)代企業(yè)理論,企業(yè)家視野下,采用邏輯分析、實證研究等方法對NBA聯(lián)盟的本質特征、運行特征與發(fā)展模式特征進行系統(tǒng)分析,研究結論如下:1.通過對職業(yè)體育聯(lián)盟的綜述研究發(fā)現(xiàn):NBA聯(lián)盟是世界上運行最規(guī)范、最具影響力及品牌效應的職業(yè)體育聯(lián)盟,對于探索具有中國特色的職業(yè)體育改革路徑具有典型代表性。2.時代特征:NBA聯(lián)盟自由放任階段(1898-1945):以自由發(fā)展區(qū)域性聯(lián)盟為主,球隊數(shù)量較多且解散頻繁,秩序混亂,競爭無序,生命力不足;自發(fā)提升階段(1946-1976):規(guī)模擴張頻繁,競爭逐漸轉向有序至寡頭,恢復力較強;興盛崛起階段(1977-1990):規(guī)模持續(xù)擴張,競爭較有序,邁向穩(wěn)定;全球化整合階段(1990—),規(guī)模趨于穩(wěn)定,競爭平衡有序,壟斷發(fā)展。3.組織特征:NBA聯(lián)盟具有團隊生產、合資企業(yè)、組織粘性等特征;協(xié)作生產性與契約交易性雙重本質屬性,一種人力資本與非人力資本使用權交易的粘性組織。4.運行特征:歷屆總裁均有大學學位,具備創(chuàng)新、英雄主義精神等企業(yè)家基本素質;球員主要來源于選秀,比例呈現(xiàn)提高-下降-均衡發(fā)展趨勢,平均年齡較均衡26.53,平均身高、體重及克托萊指數(shù)逐漸遞增;大眾與校際籃球市場蓬勃發(fā)展;門票市場興盛,體現(xiàn)服務性;媒體市場繁榮,凸顯合作性;全球化拓展中具有時序性、差異性與創(chuàng)新性,彰顯情感性;核心產品是一種服務性、非靜態(tài)性聯(lián)合產品,具有非實物特性、身體操作性、利益外溢性等特征。5.發(fā)展模式特征:產權契約為紐帶的本土單一門票經營型—電視轉播權導向型—冠名權或特許商品經營拓展型—全方位個性化服務主導型的多元化經營模式特征;橫向與縱向一體化為主體,協(xié)調方式相結合的管理模式特征;本土化、單一性門票收入主導—電視轉播權、門票等多元化收入并存—無形資產與品牌乘數(shù)效應收入提升的盈利模式特征;股東主導型、共主體、收益共享的治理模式特征。四者相互協(xié)調確保聯(lián)盟健康持久運行。
[Abstract]:Under the guidance of "some opinions on speeding up the Development of Sports Industry and promoting Sports consumption", under the background of football rising to national strategic level, people pay more and more attention to professional sports. At present, the reform of professional sports in our country is in a critical period. In view of the difficulties and difficulties in the process of reform, the successful operation of the professional sports alliance of the European and American powers has provided us with many lessons and lessons to learn from. This paper takes the most successful professional basketball league with the most brand influence in the world as the research object, based on the modern enterprise theory, under the view of entrepreneur, adopts logical analysis, empirical research and other methods to analyze the essential characteristics of NBA alliance. The characteristics of operation and development mode are systematically analyzed, and the conclusions are as follows: 1. Based on the summary of professional sports leagues, it is found that: NBA is the most standardized, influential and brand sports league in the world, which is representative for exploring the reform path of professional sports with Chinese characteristics. The era characteristic: NBA leagues laissez-faire stage (1898-1945): free development of regional leagues, more teams and disbanded frequently, disorder of order, disorder of competition, lack of vitality; spontaneous promotion stage (1946-1976): frequent expansion of scale, Competition gradually turned to oligarchs with strong resilience; stage of prosperity and rise (1977-1990): sustained expansion of scale, orderly competition towards stability; stage of globalization integration (1990-), with scale tending to be stable, competition balanced and orderly, monopoly development .3. Organizational characteristics: NBA league has the characteristics of team production, joint venture, organizational stickiness, cooperation, production and contract transaction, a kind of viscous organization of human capital and non-human capital right trade. Operating characteristics: all presidents have university degrees, have the basic qualities of enterprisers such as innovation, heroism, etc. The players mainly come from the draft, the proportion shows the trend of increasing, decreasing and balanced development, the average age is more than 26.53, the average height is more than 26.53. Body weight and Ketole Index gradually increasing; popular and inter-school basketball market booming; ticket market flourishing, reflecting service; media market prosperity, highlighting cooperation; globalization expansion with timing, difference and innovation, The core product is a service, non-static joint product, with non-physical characteristics, body operation, benefits spillover and other characteristics. The characteristics of the development model: the local single ticket management model-TV broadcasting right-oriented-naming right or franchise commodity business expansion-omni-directional individualized service-oriented diversification mode characteristics of the property rights contract; Horizontal and vertical integration as the main body, coordination mode combined with the characteristics of the management model; localization, unique ticket revenue dominated by television broadcasting rights, Ticket and other diversified income co-exist-intangible assets and brand multiplier effect income promotion profit model characteristics; shareholder-oriented, co-main, revenue sharing governance model characteristics. The four coordinated to ensure a healthy and sustainable operation of the alliance.
【學位授予單位】：北京體育大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G841
，

本文編號：2170264