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Promote the Development of Beijing Public Fitness and Leisure Industry

07-24-2012

As the living standard improves constantly, people have increasing demands on fitness, leisure, entertainment and other spiritual cultures. In order to construct harmonious capital and healthy Beijing services, this topic researches how to promote the development of Beijing public fitness and leisure industry and improve the level of public sports services, and discusses the way to give play to the social nonprofit organizations, increase the supply of public sports products and meet the increasing sport culture demands of people in post Olympic period.

Ⅰ. The construction of sports power put forward new requirements on mass sports and sports industry.

On September 29, 2008, General Secretary Hu Jintao clearly stated the objectives of the struggle “to further promote China from a major sports country forward to a world sports power” and indicated the directions for the development of sports in the new period on the summary awards ceremony of Beijing Olympics and Paralympics.

Firstly, realize the harmonious development of competitive sports and mass sports. In post Olympic period, mass sports and competitive sports together have become the theme of China’s sports development. The issuance and implementation of Regulations on National Fitness have provided a policy basis and opportunities for the development of mass sports. It has been one of the important breakthrough points for the development of mass sports to promote the government performing the public utility function and construct the public service system from top to bottom. The construction and utilization of the stadium facilities has been an important hand grab to build the public sports service system and develop the mass sports.

Secondly, promote the harmonious development of sports and sports industry. The mass physical fitness and leisure is a type of social activities for people to achieve joyful body and mind, self-cultivation, self-realization and self-improvement by means of physical exercises and sports in their free time. In 2010, the General Office of the State Council issued Guidance on Accelerating the Development of Sports Industry which provided an important opportunity for the development of sports industry. The 12th Five-year Plan Outline for the National Economic and Social Development clearly stated “to promote the harmonious development of sports and sports industry”, which broadened the development space for the development of public fitness and leisure industry.

Thirdly, the development of sport culture is the important content of the construction of sports power. The sports and politics, economy and culture has been more and more closely associated, which is a concentrated reflection of social productive forces and culture soft power, one of the important windows to judge the civilization level and an important component of culture. It combines political influence, economic productivity, cultural transmission power, social affinity in one, and it is an important content included in the construction of socialist advanced culture. The promotion of socialist cultural development and prosperity contains the requirement of accelerating the sports development and prosperity.


Ⅱ. Perfect the public sports service system and construct the international sports centre city

The possibility of a city to become an international sports center city mainly depends on the city’s social comprehensive competitiveness which is manifested on the infrastructure level, economic development level, social development level and population quantity and quality. Particularly, the development level of the consumption service industry and cultural and art undertakings closely related to the sport development shall reach the reference level of the global city or world city.

(Ⅰ) Foundation of the construction of Beijing international sports center city

Firstly, the stadiums and other infrastructures have been significantly improved. Beijing has many Olympic venues as well as the Olympic central area, Longtan Lake sports industrial park, Chaobai River water-based leisure sports cluster area and other areas which has generally formed a basic pattern with large sports theme parks in the south and north and characteristic physical fitness parks in the east and west throughout the city. Secondly, the level of the physical fitness popularization and socialization has been significantly improved. Since the Outline of the Nationwide Body-building Plan implemented 15 years ago, the capital has initially formed the popularized and diversified national fitness activity system with Beijing characteristics. The socialization level of mass sports has been greatly improved and the social sports organization network has been more perfect. Thirdly, as high-level sports events have been constantly held, the brand benefit has preliminarily come out, such as the China Tennis Open, the Road Bicycle Race around Beijing and so on. The level of the market operation has been gradually improved and the environment of sports events has been continuously optimized. Fourthly, the sport industry has stepped onto the pathway of rapid development. The rapid development of competitive sports has injected new vitality for the sport competition performances, sports goods, entertainment and fitness and other industries. The industrial added value of the sports grew by more than 15%, becoming the capital an important force to promote the economic development. Fifthly, the city influence of Beijing and the internationalization degree of the sports development have been constantly improved. With the accelerated construction pace of Beijing world city, the international influence of the city has been constantly improved, which will further promote the process of international sports center city.

(Ⅱ) Gap between Beijing and the first-tier international sports center city

After successfully hosting the 2008 Olympic Games, Beijing has actually become an international sports center city, but compared with New York, London, Paris and other global recognized first-tier international sports center cities, it still has the following gaps:

Firstly, the public sports facilities cannot meet the sport consumption demands of citizens in different levels. Although Beijing has the Bird’s Nest, the Water Cube and other high-end stadiums, the coverage of the public sports facilities in urban and rural areas is relatively insufficient, and especially the project fields loved by citizens are deficient. Secondly, the proportion of sports population and the organizational degree are lower. Due to lack of exercise fields and fitness organizations, the physical lifelization and organization degree is not high and the proportion of sport population is low. Thirdly, the city is lack of international top brand competitions, clubs and stars. Although the China Tennis Open has certain influence, it is still in the cultivation process. And due to the relative backwardness of the three big ball games, the normalized international top brand competitions, clubs and stars are quite deficient in Beijing. Fourthly, the quantity, quality and overall strength of sport enterprises are obviously insufficient. The overall strength of Beijing sports industry is not strong. And there are no sports industrial groups and listed companies in the absolute leading position in this industry and few sports enterprises with an operating income over a hundred million. Fifthly, the display and experience space for the world diverse sports culture is deficient. Beijing has not yet become a highly open, international and regional node city with regulatory power on the global sports affairs, and is lack of a certain number of display and experience spaces for the international sports multi-culture. Sixthly, there are not enough local sports media with international influence. The city has not had strong media with wide influence and public opinion guidance right, such as the three major American broadcasters, the Times, the Guardian, etc.

(Ⅲ) Further improvement urgently required by Beijing public sport service system

The gap between Beijing and the first-tier international sports centre cities highlights the imperfection of the public sports service system. Firstly, the sports public service products are not distributed in balance, which is mainly reflected in the unbalance distribution of stadium facility resources and the low degree of opening to the outside world of the unit sports facilities. The distribution of the sports facility resources is serious imbalance in the industry system, geographical location, administrative relationship, functional types and other respects, which is difficult to meet the normal fitness needs of citizens. Secondly, the government investment is insufficient. Although Beijing has increased the investment in the development of mass sports in recent years, it has not yet fully met the needs of carrying out mass sports activities and developing mass sports. The mass sports activities could not make a breakthrough in respects of form innovation, influence expansion and participation scope. Especially in districts and counties, this is manifested more obviously. Thirdly, the social forces have low willingness to participate in. Mass Sports has not yet formed a “government-leading, mass-based and social participation” vivid situation. For basketball, swimming and other similar projects, due to high investment, long earning cycle and other characteristics, the private capitals are not interested in putting investment in these public sports services, but enthusiastic in tennis, golf and other high-end consumption fields, resulting in the imbalance support of social forces for the public sports services.


Ⅲ. Give play to the BODA to promote the construction of Beijing international sports center city

The pathway of Beijing to build an international sports center city belongs to the initiative cultivation mode, in which the impellent force of the government plays a decisive role. Government is the major supplier of public goods, so the government shall be the administrator of sports industry, the coordinator of sports undertakings, the supplier of mass sports services. However, for a large number of services with quasi-public goods nature that the government cannot afford, diverse public sports service subjects are required to be cultivated for giving full play to the social organizations and promoting the normalization of public sports services. The government departments can commission the social welfare organizations to increase the supply of public sports products in forms of project funding and purchase; meanwhile, the government departments can also actively absorb more social forces to participate in public sports service supply through policy support to promote the construction of international sports center city.

(Ⅰ) Cooperate with administrative departments and provide public system services

Firstly, fund or invest in the construction of Olympic fitness and leisure centers and provide public sports services. As a public welfare sports organization, the BODA can consider funding/investing in the construction of an “Olympic fitness and leisure center” to make it become a comprehensive leisure center collecting sports, culture and entertainment together and a place to display and experience the international sports multi-culture and provide efficient service for the construction of Beijing public sports facilities in post Olympic period.

Secondly, the Olympic fitness and leisure center shall have certain activity areas. In the design construction, it can include three major areas: the comprehensive sport area will be a detachable and multifunctional combination play space which can be used to not only organize basketball, five-a-side football, badminton, table tennis, tennis, chess and other project activities and competitions, but also carry out movie projections, artistic performances, cultural exhibitions, fellowship activities and various cultural activities, to become a platform for the participation of community residents and cultural leisure activities. The service area will provide voluntary services of referees, coaches and training partners, build suitable national physique monitoring sites and provide the provision book bars, catering, game watching, medical care and other public services. The shopping area will offer sports good monopoly, small supermarkets, drug sales, lottery outlets and other convenient shopping facilities and services.

Thirdly, the construction of the fitness and leisure center shall be separated in to different tiers based on the actual situations. It is recommended to be divided into three levels of grass-roots community, district and city. Different levels of fitness and leisure centers shall have different construction standards. In terms of content, the traditional characteristic sports items with the quintessence of China can be selected as the main push items of the fitness and leisure center; the elementary items are mainly constituted by some easy items loved by the public, such as basketball, badminton, table tennis, swimming and so on, and the fields shall include indoor and outdoor facilities.

Fourthly, promote the development of public sports services. Make full use of international resources, consolidate and expand the external exchange channels, influence the mass media through its extensive influence, provide information and reference for government decision-making in the field of sports culture through ongoing analysis and research, and promote the development of public policy in the field of sports. The BODA shall adopt actions to advocate and stand up for the dedication spirit of public services, the attention to equal rights, the care and love on human, nature and society, the importance of participation and other positive social values. It shall advocate positive volunteer spirit, stress kindheartedness and love of citizens on the society and have altruistic spirit.

(Ⅱ) Participate in the construction of national fitness service system with the construction of Olympic fitness and leisure center as an opportunity

Firstly, actively develop community sports clubs. By working with various sports associations, the BODA can hold various club activities in the Olympic fitness and leisure center to form a collaborative and mutual support operation mechanism between the Olympic fitness and leisure center and sports associations.

Secondly, actively develop members to form a stable consumer group. The BODA can build a management system including health measurement and evaluation, fitness goal setting, exercise prescription and plan formulation and other links in the Olympic fitness and leisure center to form a stable consumer group for the center.

Thirdly, carry out a variety of sports activities. The BODA can launch sports activities attracting different groups and various emerging fitness activities, such as water body-building exercises, dumbbell exercises, soft volleyball games, plank curling games and so on, and use the center as a base to organize grassroots events.

Fourthly, build sports training and fitness monitoring base for residents. The BODA can build the resident sports training base to organize training by sports instructors, so as to make the community residents form a healthy lifestyle; build a physique monitoring base to provide fitness and health monitoring for community residents through carrying out the 2.4km jogging, 2 km walking and other fitness and health monitoring projects in the Olympic fitness and leisure center; expand the revenue channels, which means the Olympic fitness and leisure center can increase revenues by carrying out bars, saunas, lottery and other business activities and developing title sponsorship, corporate sponsorship and other intangible assets.

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