国际金融危机对全球体育产业的影响与应对策略.pdf

文档介绍：第17卷第1期体育学刊
2010 年 1 月 Journal of Physical Education



国际金融危机对全球体育产业的影响与应对策略

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熊锦平,李舜薏 8
(,江西南昌 330063;,江西南昌 330027)

摘要:美国次贷危机引发了全球性的金融危机,导致经济环境恶化、竞赛市场萎靡、企业
效益受损、运动员收入降低等,给体育产业的发展带来严重冲击。从危机中把握机遇、整合市场
资源、调控行业区域布局、采取危机营销策略是体育产业应对危机的必由之路。
关键词:体育产业;金融危机;次贷危机
中图分类号:G80-05 文献标识码:A 文章编号:1006-7116(2010)01-0037-04

Effects of global financial crises on the sports industry and
strategies for responding
XIONG Jin-ping1,LI Shun-yi2
( of Physical Education,Nanchang Aeronautics University,Nanchang 330063,China;
of Physical Education,Jiangxi Normal University,Nanchang 330027,China)

Abstract: The secondary loan crisis in the United States had trigger a global financial crisis, caused the deteriora-
tion of economic environments, the shrinkage petition markets, the damage of corporative profits, and the
drop of athlete’s es, and brought a serious impact to the sports industry. In such a crisis, seizing opportunities,
integrating market resources, adjusting the industry’s regional layout and taking during-crisis marketing strategies
are inevitable ways for the sports industry to respond to the crisis.
Key words: sport industry;financing crisis;secondary loan crisis

2008 年以来,美国金融市场风云突变,雷曼兄弟如下方面:(1)世界性冲击:它在美国爆发,并且通过
控股公司破产、美林集团被美洲银行收购、AIG 集团各类新型的金融衍生工具迅速影响世