Theoretical discussion on the development of college sports industry in China/Xin Zhenhai Wu Kun Abstract: This paper expounds the meaning, characteristics, existing problems, development status and development approaches of college sports industry in China, aiming at providing theoretical and practical reference for the rapid development of college sports industry in China. Keywords: colleges and universities; Sports industry; There is a problem; Development mode 1. The meaning and characteristics of college sports industry 1. The meaning of sports industry in colleges and universities is an organic part of sports industry, which consists of sports noumenon industry, sports-related industry and sports management industry. Sports noumenon industry refers to the industrial business activities in which sports departments give full play to their own values and functions and provide sports services with competitive sports, mass sports, sports science and technology, sports tangible and intangible assets as the main body; Sports-related industries refer to other sports-related industrial activities, such as venues, equipment, sporting goods, clothing, media and other industries; Sports industry refers to other business activities established by sports administrative departments and sports institutions. 2. Characteristics of college sports industry As a part of social sports industry, college sports industry belongs to the tertiary industry, which has dual nature: (1) economy. Economy determines that the sports industry in colleges and universities has a certain profit purpose more or less. With the increase of the number of students and the expansion of campus I, the construction of sports production and lk carrier (sports facilities, manpower and other sports resources) in colleges and universities will be strengthened, and the economic function of sports will be continuously developed. (2) Sociality. The economy of college sports industry also determines the sociality of college sports industry. Colleges and universities should open the existing sports resources to the society, take the national fitness program as the starting point, strengthen the cooperation and exchange between colleges and society, and make the sports industry in colleges and universities gradually adapt to the needs of the sports market and connect with the society. Second, the problems existing in the development of sports industry in colleges and universities in China At present, the problems existing in sports production and Ik development in colleges and universities in China are as follows: First, the government has little investment in the sports industry in colleges and universities, and the investment and financing channels are single, and the value and advantages of the sports industry have not been fully developed. Second, the investment in physical education is seriously insufficient, which directly affects the development of sports industry in colleges and universities. Thirdly, it lacks the scientificity and rationality of operating environment and industrial structure elements under the condition of complete sports market economy. Fourth, the sports industry in colleges and universities is mainly "property-oriented", with a narrow market and low occupancy rate. Fifth, there is a certain gap in the paid opening of stadiums and gymnasiums, which needs further improvement. Third, the development status of China's college sports industry At present, the development status of China's college sports industry is mainly manifested as follows: First, the development model is relatively closed, and economies of scale cannot be achieved. The organizational form of college physical education is limited to teachers and students, lacking communication and cooperation with society, and its function is far from being fully exerted. Second, the goal is single and the organization is chaotic. The development mode of college sports industry is single, the path is narrow and there are few methods. Funding planning mainly depends on "waiting, wanting and relying on", attached to the limited financial allocation at the next higher level, lacking pioneering spirit and not considering the development of its own sports industry under the market environment. Third, the lack of pioneering talents to manage the market has greatly hindered the development of sports industry in colleges and universities. Four, the effective way to develop the sports industry in colleges and universities is to carry out various sports business activities and develop sports consulting services. By marketing sportswear, sports equipment and renting sports venues, we can meet the consumption aspirations of different groups. Such as sports slimming center, personal trainer, fitness coach, sports rehabilitation clinic, sports clothing factory, sports equipment, sports consultation, etc. Second, increase extracurricular clubs of different projects and increase consumers. Colleges and universities should set up individual sports associations according to students' different hobbies, establish a set of organizational forms suitable for extracurricular exercise, and cooperate with individual sports clubs to carry out activities, which is of great help to increase the sports consumption population and improve the physical health level of college students. Thirdly, school-enterprise cooperation should be adopted to increase the income of college sports funds and improve the visibility of enterprises. The combination of school and enterprise can solve the dilemma of insufficient training funds, improve the level of professional sports and expand the visibility of enterprises. For example, Tsingtao Brewery college students' three-a-side football match; Coca-cola college students' three-a-side football match; Li Ning Cup college students' five-a-side football match and Adidas street three-a-side basketball match. Fourth, open the venues according to market demand and improve the utilization rate. On the basis of ensuring the normal operation of teaching and training, colleges and universities should charge fees reasonably according to social needs, open stadiums and improve the utilization rate of stadiums and gymnasiums. Fifth, hold various sports training courses and short-term service training courses for referees to expand the consumer market. Colleges and universities have great talent advantages and can provide paid services to the society by using their own advantages. The content can be bodybuilding classes for fitness, weight loss and physical training that consumers like, sports dance classes for pleasure, upgrading classes for various competitive techniques, and judging classes for various projects. Sixth, actively carry out various forms of college sports competition performance industry. At present, the "Philips" football league and college basketball league in China universities have begun to take shape. With the intervention of news media, the influence of these events has expanded rapidly, and now they have the conditions for commercial operation. Author: Physical Education Department of Lianyungang Normal University Reference: [1 Ren Zhong. JJ strategic thinking on the development of sports industry in colleges and universities. Journal of Henan Textile College, 2006, 2: 58. [2] Liang Jianxun, etc. Research on the present situation and development of sports industry in colleges and universities in China [J]. Education and occupation, 200(j, L2: 29-30. [3] Yu Fei. On the development of China's college sports industry [j]. Journal of Harbin Institute of Physical Education, February 2005-18. [4] Ren, et al. Research on the problems and countermeasures of the development of sports industry in colleges and universities in China [J]. Journal of Shandong Institute of Physical Education, 2005,6: 37-.