“全运经济”视域下全运会市场开发范式的转型：从项目制到权益制

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中图分类号：G80 文献标识码：A 文章编号：1007-323X（2025）05-0001-09

Transformation of the National Games Market Development Paradigm from the Perspective of "National Games Economy”： From Project System to Equity System

TAN Jian-xiang ⋅，2 ， ZHANG Gang²，WANG Zhao4， JIANG Ju3 ， WANG Ming-xin 4 ， DENG Shi-yu³ （1.ScholofPhysicalEducationandSportsScience，SouthChina NoalUniversity，Guangzhou510631，China; 2.GuangdongHong Kong Macao GreaterBayArea Sports Culture Research Institute，Guangzhou5105Oo，China;3Departmentof Physical Education，Guangdong Universityofinance，Guangzhou51o521，China；4.DevelopmentResearchCenter，GuangzhouSportUniversity，Guangzhou500， China ）

Abstract： The National Games are an important part of my country's national system of competitive sports and are the highest-standard and largest comprehensive sports event in China. At present， the National Games are in a state of outstanding competitive sports and lagging economic functions. The reason is that the National Games market development is regarded as a short-term and independent project， resulting in temporary organizational structure， broken operation cycles， blurred rights and responsibilities mechanisms，and short-term development goals.Based on the perspective of "National Games economy"， this article proposes that the market development of the National Games should carry multiple missions of sports industry upgrading， building a sports power and regional coordinated development. It is urgent to establish a cross-cycle national Games brand asset management as the core equity development paradigm. Based on the experience of Olympic marketing， we will build an equity-based market development system with resource grading， subject division of labor and profit distribution as the pillars，and propose a promotion path of brand shaping， legal system improvement， organizational permanent establishment and intergovernment coordination，in order to provide theoretical reference and practical guidance for the marketdevelopmentand reformoftheNational Games.

Keywords： National Games; National Games economy; market development; sports industry

作为竞技体育举国体制最重要的基石，全运会是我国各地投入最大、竞赛项目最全、办赛规模和竞技水平最高的综合性运动会。（剩余13691字）