數(shù)字經(jīng)濟(jì)驅(qū)動(dòng)體育產(chǎn)業(yè)營(yíng)商環(huán)境重構(gòu)的內(nèi)在機(jī)制與推進(jìn)路徑

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DOI：10.16063/j.cnki.issn1001-747x.2025.03.003

The Digital Economy Drives the Transformation of the Business Environment in the Sports Industry ： Internal Mechanisms and Optimization Paths

WANG Zhen1，SHEN Keyin1，2

（1.School of Economics and Management，Wuhan Sports University，Wuhan 43oO79，China; 2.Hubei SportsIndustryResearchCenter，Wuhan43OO79，China）

Abstract：Thereconstructionof thebusinessenvironmentforthesportsindustrydrivenbythedigitaleconomyisnotonlya necessityforthesportsindustrytoadapttodigitaltransformation，butalsoaninstitutionalguaranteeforpromotinghighquality developmentof the sports industry.Using methods such asliterature reviewandcase analysis，this paper explores the conotationofdigitaleconomydrivenrestructuringof thebusinessenvironmentinthesports industry，analyzesitsinteal mechanismsand practicaldificulties，andproposesapathforpromotion.Researchsuggeststhatthedigitaleconomydrives thereconstructionofthebusinessenvironmentinthesportsindustry，whichincludesinstitutionalandsocialfactorsperceied by sports enterprises throughouttheir entire lifecycle frommarketentry，trading，competition，toexit，including market access，markettransactions，marketcompetition，andmarket governance.Thereconstructionof thebusinessenvionmentfor thesportsindustrydrivenbythedigitaleconomyisfacingpracticalchallengessuchasincreasedbarierstoentryfordigital platforms，inconsistentdatastandards，digital technologymonopolies，andimperfectcollborativegovernancesystems.And basedonthis，corresponding promotion pathsareproposed：strengthening supervision ofonline platform enterprisesand relaxing market access forthe sportsindustry；furtherpromoting industrialstandardizationconstructionand improving the eficiencyof sports markettransactions；Promoting thecomprehensiveopeningand sharing of sportsdata，and creating afair competitivemarketenvironment；increasingtheparticipationofsportsmarketentitiesandcreatingadiversifiedcolaborative governance pattern.

Key words：digital economy;business environment;sports industry ;platform market;digital technique

2022年9月，《國(guó)務(wù)院辦公廳關(guān)于進(jìn)一步優(yōu)化營(yíng)商環(huán)境降低市場(chǎng)主體制度性交易成本的意見(jiàn)》明確指出，“優(yōu)化營(yíng)商環(huán)境、降低制度性交易成本是減輕市場(chǎng)主體負(fù)擔(dān)、激發(fā)市場(chǎng)活力的重要舉措”[1]2024年7月，《中共中央關(guān)于進(jìn)一步全面深化改革、推進(jìn)中國(guó)式現(xiàn)代化的決定》再次提出“營(yíng)造市場(chǎng)化、法治化、國(guó)際化一流營(yíng)商環(huán)境”[2]。（剩余19897字）