儒家人文精神与我国体育文化产业发展战略研究

发布时间：2018-06-20 13:02

本文选题：儒家人文精神 + 体育文化产业　；参考：《曲阜师范大学》2012年博士论文

【摘要】：繁荣哲学社会科学，中国文化大发展，中国文化走出去，是党的十七大提出的战略目标。为更好地落实党的十七大精神，2009年7月22日，国务院常务会议通过了《文化产业振兴规划》。文化产业的振兴离不开中华优秀传统文化的本源支撑，需要通过民族文化传承体系的现代构建和民族文化元素的有机融入。体育文化产业作为我国文化产业的重要组成部分，更需要植根于中华民族优秀的传统文化，汲取其精华。伴随着社会的发展、人类的进步以及体育生活化进程的提速，人们对高品位体育文化产品的需求日益强烈。儒家人文精神作为中华优秀文化的主流，正在受到世界上越来越多不同种族人们的喜爱和赞赏。显然，将儒家人文精神与体育文化产业相融合，打造基于儒家人文精神基础上的体育文化产业品牌，既是时代的强烈要求，也是文化产业尤其是体育文化产业振兴的现实需要，更是中华民族文化复兴的重要组成部分。梳理国内外体育文化产业研究成果发现：①国外学者对体育文化产业的研究比较细致，其研究领域与所关注的问题已涉及到体育文化艺术业、新闻出版业、广播电视业、电影业、音像制品业、娱乐业、版权业、演艺业等各个方面，研究水平较高。但是，国外学者对体育文化产业的研究也存在着系统性不强、研究领域较松散等突出问题，另外，技术与操作层面的研究较多、战略层次的研究较为缺乏；②我国学者主要从体育文化产业的概念、特征、作用、内容、现状、对策及区域体育文化产业开发等方面进行研究，虽取得了一定的研究成果，但也出现了不容忽视的问题，表现为对体育文化产业现状的把握还不够系统，缺乏深度研究，对体育文化产业对策建议的研究仍停留在起步阶段和表面层次上，一般性议题较多而实证性研究偏少，缺乏战略层次的系统研究。目前，儒家人文精神的研究领域与所关注的问题主要涉到儒家人文精神与政治、管理、音乐、和谐社会、宗教、教育和市场经济等多个方面，尚未发现儒家人文精神与体育领域的相关研究成果，更未检索到儒家人文精神与体育文化产业的相关研究成果。为此，我们提出了《儒家人文精神与我国体育文化产业发展战略研究》这一课题，具有明显的原创性。本研究综合采用文献资料、调研、专家访谈、实地考察、案例分析、探索性研究等多种研究方法，从分析中外体育文化产业现状和我国体育文化产业存在的优势、劣势以及机会和威胁入手，系统地探讨儒家人文精神为什么要融入体育文化产业？能否融入？以及怎样融入等问题。在此基础上，提出了基于儒家人文精神的我国体育文化产业战略构想，并详细阐述了基于儒家人文精神的体育文化产业的布局、品牌的打造、资源的配置、风险的控制、市场的营销、国际化的传播、人才的管理和培养等战略性问题，从而建立了体育文化产业发展的理论方法体系和模式结构；在对北京奥运会和第十一届全运会融入的儒家人文精神进行案例分析的基础上，以孔子养生文化产业和基于儒家特色的体育文化产品的开发与设计为例，对体育文化产业的系统开发进行了应用性举例研究。得出以下结论： 1、体育文化产业是一个复合概念，是指以体育文化资源为依托，以经营体育文化的符号性商品为主体，以满足消费者体育文化娱乐需求为目标，借助现代管理手段，提供体育文化产品和文化服务过程中的生产、销售、管理、服务等一系列活动的总和。体育文化符号价值是体育文化产品的核心和主体，现代的组织管理体系是提升体育文化附加值的保障，体育文化符号的外向化则是体育文化产业化的灵魂与核心。体育文化产业实质是通过体育对文化符号的创造和加工，获得产品创新与品牌创新，以提升体育物质文化和精神文化产品的附加值。 2、我国体育文化产业的发展，机遇与挑战并存，积极整合我国体育文化优势资源，打造具有国际影响力的中国特色体育文化产业品牌，是我国体育文化产业可持续发展的突破口。 3、儒家人文精神是指由孔子创立，经过弟子和后学的传播与阐扬而形成的人之所以为人的基本思想和基本观念。这些理念历经2500多年生生不息的发展，特别是经过近百年的冲刷洗礼，其“三纲五常”、封建等级思想被逐渐淘汰，而其中的“天人合一”、“以人为本”、“刚健有为”、“和谐尚中”、“实事求是”、“诚实守信”、“见利思义”、“道德自律”等人文精神正跨出本土，走向世界，为世界范围的人文危机、环境污染、生态平衡等问题的解决提供智慧。 4、体育文化产业发展的最终目的是服务于人生，服务于人生的健康、愉悦、理念、思维方式、价值、尊严、追求和自由。所以，体育文化产业开发的终极目的是开发人的潜能，为了人的更加道德化、更加人性化服务。儒家人文精神与体育事业所崇尚的价值追求相近，两者的融合具有现实的可能性。 5、将儒家人文精神元素融入体育产业产品开发，打造具有中国特色的体育文化产业品牌，既可为世界各国提供有形的蕴含儒家文化精神的产品，以满足国际社会当下对儒家文化教育日益强烈的现实需求，又可促进体育文化产业的发展。这表明儒家人文精神与体育文化产业之间具有良性互动的关系。 6、基于儒家人文精神的体育文化产业是指以儒家人文精神为核心价值，以实现产业繁荣和弘扬儒家人文精神为目标，立足儒家人文精神加速产业推广和普及，以儒家人文精神提升产业文化认同的体育文化产业。 7、从儒家人文精神的视角规划我国体育文化产业的发展战略，不仅可以将丰富独特的历史文化资源转化为文化资本，获得巨大的经济效益，而且有利于中华文化走向世界。应坚持传统与现代结合，中国与外国结合，社会效益和经济效益结合、礼与法相结合的战略方针。树立以仁务本，构建中国体育文化产业的企业文化；以义取利，提升中国体育文化产业的社会责任感；以礼经营，优化中国体育文化产业的政策环境；以智明理，培育中国体育文化产业的高端人才；以信立业，规范中国体育文化产业的市场行为等具体战略目标。以儒家“和而不同”精神为指导实施创新战略，以儒家人文精神为元素实施品牌特色战略，以儒家“协和万邦”精神为主导实施“走出去”战略，以儒家的“仁道”和“经世致用”精神为指导实施人才聚集战略。 8、基于儒家人文精神的我国体育文化产业发展战略应以儒家的“仁道”为指导思想，以儒家的“厚德”思想为开发原则，以儒家的“经世致用”理念为开发路径实施综合开发。 9、我国体育文化产业基于儒家“天人合一”精神的布局策略主要有：（1）弘扬儒家“天人合一”人文精神，树立可持续发展的科学布局观；（2）健全我国体育文化产业非均衡结构机制，促进体育文化产业一体化发展；（3）提高体育文化产业布局的产业关联度，建立体育文化产业整体布局的协调服务机制；（4）依托体育文化产业资源特色，促进体育文化产业链集群布局创新。 10、市场是体育文化产业的基点，营销行为是其价值得以实现的关键环节。在我国体育文化产业逐“利”的营销活动中，弘扬儒家“利者，义之和也”的财富观，树立“义以为上”的指导思想，坚持“信以导利”的道德操守，遵循“见利思义”的行为准则，是实现体育文化产业价值的有效途径。 11、体育文化产业资源优化配置主要通过政府配置和市场配置两条途径来实现。在我国体育文化产业资源的优化配置过程中，政府和市场都秉承儒家“天下为公”的精神和理念，既可以实现政府宏观调控的科学性、合理性，又可以充分发挥市场的积极性、创造性。 12、体育文化产业风险是指产业在发展过程中由于不确定性因素所带来的失去应有收益和蒙受损失的机会或可能性，风险主体为避免产业风险尝试着各种各样的控制方法。在我国体育文化产业风险控制的过程中，儒家“中庸”、“尚中”的辩证法，“天人合一”的生态文明观，，“执两用中”的控制方法，为产业风险控制提供了有益的价值资源。 13、儒家诚信精神在我国体育文化产业品牌打造中的转化策略：首先要汲取儒家诚信思想精华，改造儒家传统诚信观，丰富体育文化产业品牌的诚信内涵；其次要培植体育文化主体企业的诚信品牌；再次要构建体育文化产业品牌发展的现代信用体系；最后要建立体育文化产业诚信品牌的评价体系。 14、体育文化产业非均衡发展所追求的“相争与相融”的整体布局和发展模式，需要在儒家“和而不同”人文精神关照下创新发展。可通过健全我国体育文化产业非均衡结构机制，推动体育文化产业的集群式升级，发展大型龙头企业；带动我国体育文化产业集群发展、提高体育文化产业关联度，形成区域产业网络发展带等策略实现。 15、在“协和万邦”精神关照下，夯实国内市场基础，塑造体育文化产业出口品牌；扩大国际目标市场，提高国际市场份额；扶持成立国际中介机构，健全涉外文化产业促进组织；完善我国体育文化产业区域政策，形成共赢的国际合作机制和创新国际化发展的扶持机制等是我国体育文化产业国际化发展的有效路径。 16、2008年北京奥运会和2009年第十一届全运会的文化产业开发充分挖掘儒家“天人合一”、“以人为本”、“和谐尚中”、“见利思义”、“勇于担当”的人文精神，取得了丰厚的经济效益，可为奥运会以及大型体育赛事的市场开发提供有效的理论与方法支持，本研究梳理的这些经典案例，可作为遗产，加以保护。 17、本研究设计的孔子养生文化产业的开发举例和基于儒家人文精神特色体育文化产品开发举例可为塑造中国特色体育文化产业品牌，保护、传承、传播儒家人文精神，促进我国体育文化产业的国际化传播提供了崭新思路。
[Abstract]:In order to improve the spirit of the Seventeenth National Congress of the party, in July 22, 2009, the executive meeting of the State Council passed the plan for the revitalization of the cultural industry. The revitalization of the cultural industry can not be separated from the source support of the Chinese excellent traditional culture. Through the modern construction of the national cultural inheritance system and the organic integration of the ethnic culture elements, the sports culture industry, as an important part of our cultural industry, needs to be rooted in the excellent traditional culture of the Chinese nation and draws its essence. The demand for high grade sports culture products is increasingly strong. As the mainstream of Chinese excellent culture, Confucian humanistic spirit is being loved and appreciated by more and more people of different races in the world. Obviously, the Confucian humanistic spirit is integrated with the sports culture industry, and the sports culture industry brand based on the spirit of the Confucian family is built. This is not only the strong demand of the times, but also the realistic need of cultural industry, especially the revitalization of sports culture industry, and it is also an important part of Chinese cultural renaissance.
The research results of sports culture industry at home and abroad are found: (1) the research of foreign scholars on the sports culture industry is more detailed. The research field and the problems concerned have been involved in the sports culture and art industry, the press and publishing industry, the broadcasting and television industry, the film industry, the audio and video products industry, the entertainment industry, the copyright industry, the performing arts and so on. However, the research of the sports culture industry in foreign countries is not strong, the research field is loose and so on. In addition, there are more research on the level of technology and operation and the lack of strategic level. Secondly, Chinese scholars mainly from the concept, characteristics, functions, contents, present situation, countermeasures and regional bodies of the sports culture industry. Although some research achievements have been made in the development of cultural industry, there are some problems that can not be ignored. It is not systematic, lack of deep research, and the research on sports culture industry is still in the initial stage and the surface level, and the general issues are more common. Many empirical studies are few and lack systematic research on strategic level.
At present, the research field of the Confucian humanistic spirit and the problems concerned mainly involve the Confucian humanistic spirit and politics, management, music, harmonious society, religion, education and market economy, and have not yet found the related research results of the Confucian humanistic spirit and the sports field, and have not found the phase of the Confucian humanistic spirit and the sports culture industry. In view of this, we have put forward the topic "the study of Confucian humanistic spirit and the development strategy of China's sports culture industry", which has obvious originality.
This study adopts a variety of research methods such as literature, survey, expert interview, field investigation, case analysis and exploratory research. From the analysis of the present situation of Chinese and foreign sports culture industry and the advantages, disadvantages, opportunities and threats of the sports culture industry in China, this paper systematically discusses the reason why the Confucian humanistic spirit should be integrated into the sports culture production. On the basis of this, we put forward the strategic conception of the sports culture industry based on the Confucian humanistic spirit, and elaborate on the layout of the sports culture industry based on the Confucian humanistic spirit, the building of the brand, the allocation of resources, the control of the risk, the marketing of the market, the international communication and the talent. On the basis of the case analysis of the Confucian humanistic spirit of the Beijing Olympic Games and the Eleventh National Games, the development and establishment of sports culture products based on the Confucius health culture industry and the Confucian characteristics are established. Taking example as an example, the application of sports culture industry system is studied.
1, sports culture industry is a complex concept. It refers to a series of activities, such as production, sales, management and service in the process of sports culture products and cultural service by means of modern management means, which is based on sports cultural resources, taking the symbolic goods of sports culture as the main body, to meet the needs of consumer sports culture and entertainment, and by modern management means. The value of sports cultural symbols is the core and main body of sports culture products. The modern organization and management system is the guarantee of promoting the added value of sports culture. The exportation of sports cultural symbols is the soul and core of the industrialization of sports culture. The essence of the sports culture industry is to create and process the cultural symbols through sports and obtain the physical culture industry. Product innovation and brand innovation to enhance the added value of sports material culture and spiritual culture products.
2, the development of China's sports culture industry, the coexistence of opportunities and challenges, actively integrating the resources of our sports culture and creating a Chinese characteristic sports culture brand with international influence, is the breakthrough of the sustainable development of China's sports culture industry.
3, the Confucian humanistic spirit refers to the basic ideas and basic ideas of the human being created by Confucius and through the spread and analysis of his disciples and later studies. These ideas have been developed for more than 2500 years, especially after nearly a hundred years of scouring and baptism, and the "three classes and five", and the feudal hierarchy is gradually eliminated. The human spirit of "harmony between heaven and man", "people-oriented", "vigorous and vigorous", "harmonious and still in the middle", "seeking truth from facts", "honest and trustworthy", "good faith", "moral self-discipline" and other humanistic spirits are coming to the world, providing wisdom for solving problems of human crisis, environmental pollution and ecological balance in the world.
4, the ultimate aim of the development of the sports culture industry is to serve life, to serve the health, pleasure, idea, mode of thinking, value, dignity, pursuit and freedom of life. Therefore, the ultimate aim of the development of sports culture industry is to develop human potential, to be more moralization and more humanized service. The Confucian humanistic spirit and the sports cause are highly respected. The pursuit of value is similar, and the integration of them is realistic.
5, the integration of Confucian humanistic spirit elements into the development of sports industry products and the creation of a sports culture brand with Chinese characteristics can not only provide a tangible product of the Confucian cultural spirit for all the countries of the world, in order to meet the increasingly strong realistic needs of the present international society for the Confucian culture and education, and also promote the development of the sports culture industry. This shows that there is a positive interaction between Confucian humanistic spirit and sports culture industry.
6, the sports culture industry based on the Confucian humanistic spirit refers to the core value of Confucian humanistic spirit, in order to realize the prosperity of the industry and carry forward the Confucian humanistic spirit, to accelerate the popularization and popularization of the industry based on the Confucian humanistic spirit, and to promote the cultural identity of the industrial culture industry with the Confucian humanistic spirit.
7, from the perspective of Confucian humanistic spirit, planning the development strategy of China's sports culture industry can not only transform the rich and unique historical and cultural resources into cultural capital, obtain huge economic benefits, but also benefit the Chinese culture to the world. It should adhere to the combination of traditional and modern, China and foreign countries, social and economic benefits. Together, the strategic policy of combining ritual and law, setting up the corporate culture of the Chinese sports culture industry, building the Chinese sports culture industry, promoting the social responsibility of the Chinese sports culture industry by means of righteousness, optimizing the policy environment of the Chinese sports culture industry with the gift of propriety, and cultivating the high-end talents of the Chinese sports culture industry with the wisdom of wisdom; Taking the Confucian "harmony and different" spirit as the guidance of the implementation of the innovation strategy, the Confucian humanistic spirit as the element to implement the brand strategy, and the spirit of the Confucian "harmony and the state" as the leading implementation of the "go out" strategy, with the Confucian "benevolence" and "through the world" Use the spirit as the guide to implement the strategy of talent aggregation.
8, the development strategy of China's sports culture industry based on the Confucian humanistic spirit should take the Confucian "benevolence" as the guiding ideology, take the Confucian "thick morality" thought as the development principle, and carry out comprehensive development on the path of development with the Confucian "the philosophy of the world".
9, China's sports culture industry based on the Confucian "unity of nature and man" spirit of the layout strategies are mainly: (1) to carry forward the Confucian "heaven and man" humanistic spirit, set up a scientific layout concept of sustainable development; (2) to improve the non-equilibrium structure mechanism of China's sports culture industry, promote the integration of the development of the culture and culture industry; (3) improve the cultural production of sports. The industrial association of the industrial layout and the establishment of a coordinated service mechanism for the overall layout of the sports culture industry; (4) relying on the characteristics of the resources of the sports culture industry to promote the innovation of the layout of the sports culture industrial chain cluster.
10, the market is the key point of the sports culture industry, and the marketing behavior is the key link that its price is worth realizing. In the marketing activities of "profit" in the sports culture industry of our country, we carry forward the wealth view of "the benefit, the righteousness and the righteousness" of the Confucianists, set up the guiding ideology of "the righteous thought", and insist on the moral integrity of "the faith to guide the profit", and follow the "see Li Si". The code of conduct is an effective way to realize the value of sports culture industry.
11, the optimal allocation of the resources of sports culture industry is realized mainly through two ways of government allocation and market allocation. In the process of optimizing the allocation of resources of sports culture industry in China, the government and the market are adhering to the spirit and idea of the Confucian "being public for the public", which can not only realize the scientific, rational, and full distribution of the government macro view and control. The enthusiasm of the market, creativity.
12, the risk of the sports culture industry refers to the opportunity or possibility that the industry loses due benefit and the loss due to the uncertainty in the process of development. The risk subject is trying to avoid all kinds of control methods to avoid the industrial risk. In the process of risk control of the sports culture industry in China, the Confucian "moderation" and "Shang Zhong" "Dialectics", "the unity of man and nature" of the concept of ecological civilization, "dual use" control methods, for industrial risk control provides a valuable resource.
13, the transformation strategy of the Confucian integrity spirit in the brand building of China's sports culture industry: first, it is necessary to draw the essence of Confucian integrity thought, transform the Confucian traditional faith concept, enrich the integrity connotation of the sports culture industry brand, secondly cultivate the integrity brand of the sports culture main enterprise, and build the development of the sports culture industry brand again. Finally, we should establish an evaluation system for the integrity brand of sports culture industry.
14, the overall layout and development model of "contending and blending" pursued by the unbalanced development of sports culture industry needs the innovation and development of the Confucian "harmony but different" humanistic spirit. It can promote the cluster upgrading of sports culture industry and develop large leading enterprises by improving the unbalanced structure mechanism of the sports culture industry in our country. The strategy is to promote the development of China's sports culture industry cluster, improve the correlation degree of sports culture industry, and form a regional industrial network development belt.
15, under the spirit of "union and ten thousand states", we should consolidate the foundation of the domestic market, mould the export brand of the sports culture industry, expand the international target market, improve the international market share, support the establishment of international intermediary institutions, improve the foreign cultural industry promotion organization, perfect the regional policy of the sports culture industry of our country, and form a win-win international cooperation machine. The support mechanism of internationalization and development is an effective way to internationalize the development of sports culture industry in China.
The 162008 year Beijing Olympic Games and the cultural industry development of the Eleventh National Games in 2009 fully excavate the Confucian "harmony of heaven and man", "people-oriented", "harmony still in the middle", "see Li Si Yi", "dare to take on" the humanistic spirit, and have achieved rich economic benefits, which can be used for the Olympic Games
【学位授予单位】：曲阜师范大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：G812.0

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