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《Journal of Beijing University of Physical Education》 2005-01
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Establishing a Model and Basic Principles of Sports Market Monitoring System at Chinese Colleges and Universities

LUI Yin~1, REN Bao-guo~2 (1. Department of Physical Education, Shandong University of Technology, Zibo 255049, Shandong China; 2. Department of Physical Education, Binzhou College, Binzhou 256600, Shandong China)  
Through the methods of literature review, visit, an on-the-spot investigation and logical analysis, a preliminary research is made on establishing a model and basic principles of sports market monitoring system at Chinese universities and colleges. The result indicates that on the basis of dealing with the relations between the government and marketing, 3 principles must be followed, namely, the principle of unity, the principle of authority and the principle of high efficiency. Meanwhile, 4 factors such as the character of marketing, the demand of national economic safety, development of reforms, and definition of market monitoring function must be cared for. While considering the principles we'll take, for example, monitoring the organization set-up, affiliation relations, and authority definition as well as the related factors with the college sports market, we should establish the sports market monitoring system at Chinese colleges and universities as soon as possible so that the system can develop in a healthy way.
【Fund】: 国家体育总局体育社会科学、软科学资助项目(410SS0256)。
【CateGory Index】: G807
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