论体育产业与网络文化产业的联动逻辑与发展方略-体育学刊.PDFVIP

第 18 卷第 4 期 体 育 学 刊 Vol.18 No.4 2011 年 7 月 Journal of Physical Education J u l . 2 0 1 1 ·体育社会科学· 论体育产业与网络文化产业的联动逻辑与发展方略 解学芳3 （同济大学人文学院文化产业系，上海 200092 ） 摘 要：在理论层面，关于体育产业与网络文化产业的互动研究是新命题。推动体育产业与 网络文化产业联动发展具有重要的战略意义。体育产业与网络文化产业之间的互动关系是核心和 主流，利用网络文化产业业态创新推动体育产业的网络化进程：重点推动体育产业与网络文化产 业发展理念的融合，利用网络文化产业业态优势创新体育产品和服务，联姻网络营销打造体育产 业品牌影响力，并基于“体验式”网络文化产业推动体育产业业态创新，实现体育产业的大发展。 关 键 词：体育经济学；体育产业；网络文化产业 中图分类号：G80-05 文献标识码：A 文章编号：1006-7116(2011)04-0014-06 On the logic of interaction between and strategies for development of the sport industry and the network culture industry XIE Xue-fang （Department of Cultural Industry ，Tongji University ，Shanghai 200092，China ） Abstract: In terms of theory, the study of the interaction between the sport industry and the network culture industry is a new topic. Boosting the interactive development of the sport industry and the network culture industry is strategically important. The interactive relationship between the sport industry and the network culture industry is the core and mainstream. We should utilize the innovation of the network culture industry to boost the progress of networking of the sport industry, primarily boost the fusion of ideas for the development of the sport industry and the network culture in- dustry, utilize the advantages of the network culture industry to innovate sport products and services, couple with net- work marketing to build up the influence of brands in the sport industry, boot the innovation of the sport industry based on the “experiencing style” network culture industry, th