| 竞技体育的商业价值及其评价 |
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| 引用本文： | 陆歆弘.竞技体育的商业价值及其评价[J].上海体育学院学报,2005,29(6):5-9. |
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| 作者姓名： | 陆歆弘 |
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| 作者单位： | 上海大学,房地产学院,上海,201800 |
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| 基金项目： | 国家体育总局体育社会科学基金资助课题（667ss04067） |
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| 摘 要： | 中国竞技体育产业的发展需要对其商业价值进行充分评估,以一定的理论模型为指导进行规模化的市场开发.构建了商业价值的3层次模型,提出了竞技体育商业价值的评价方法,即利用评价投资机会的现金流量法评价竞技体育的直接、间接、衍生商业价值.进一步设计了群众基础、市场开放、资本市场、竞赛观赏、消费能力、闲暇时间、产业结构、职业化组织8指标玫瑰图法,衡量竞技体育商业价值实现环境的成熟度.
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| 关 键 词： | 竞技体育 商业价值 净现值（NPV） 评价 |
| 文章编号： | 1000-5498（2005）06-0005-05 |
| 收稿时间： | 2005-05-27 |
| 修稿时间： | 2005年5月27日 |
Business Value of Competitive Sport and Evaluation on It |
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| LU Xin-hong.Business Value of Competitive Sport and Evaluation on It[J].Journal of Shanghai Physical Education Institute,2005,29(6):5-9. |
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| Authors: | LU Xin-hong |
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| Institution: | College of Real Estate, Shanghai University, Shanghai, 201800, China |
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| Abstract: | The development of the Chinese competitive sports industry needs to make a full assessment on its business value,and to make a scalized exploitation of markets with taking a theoretical model as guidance.It definited the three-level model and developed the way to assess the business value of competitive sport,i.e.using the method of cash flowing volume,which was suitable for the evaluation of investment opportunities,to assess the direct,indirect and derivative business value that competitive sport had.Furthermore,it designed the eight-index rose drawing for measuring the ripe degree of the environment that the business value of competitive sport could be realized.The above eight indices are as follows: mass basis,development of market,capital market,appreciated character of competitions,consumptive ability,leisure time,industrial structure and professionalized organization. |
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| Keywords: | competitive sport business value net presenting value evaluation |
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