2017 4th International Conference on Economics and Management (ICEM 2017) ISBN: 978-1-60595-467-7

Research on Talents Cultivation of Sports Economics and Management Major Based on Sports Industry Development Service in Hubei Province Zhi-chao MA1,a,* and Yun-jian XIA1,b 1School of Physical Education, Wuhan Business University, Wuhan, Hubei, China [email protected], [email protected] *Corresponding author

Keywords: Sports Industry, Sports Economics and Management, Talent Cultivation.

Abstract. The study puts forward that talents cultivation for regional sports industry. This paper takes the analysis of current satiation and tendency of sports industry in China as the logistic starting point, discusses the evolution of sports economics and management major as well as the characteristics, paths and ways about talents cultivation of the major. At last, the paper reaches the following conclusion: the talents cultivation should focus more on the regional and application needs to make cultivation mode have high pertinence and become more flexible.

1. Introduction The demand for talents in modern sports industry has experienced profound changes along with the accelerated process of China’s sports marketization and industrialization and China’s economic and social development needs at present. “Opinions on Further Accelerating the Development of Sports Industry in China” issued by the State Council in 2010 is the vision and plan of the sports industry development in the new period and outlines the good prospects and trends for the development of China’s sports industry. In 2012, the Ministry of Education adjusted undergraduate course catalog and combined “sports economics” with “sports industry management” major to form the “sports economics and management” under the business management. Actually the major name changing and adjustment is a realistic requirement, in order to continuously adapt to the needs of society and lay broader areas for the talents cultivation of the major, greatly increasing the adaptability and diversity of talents cultivation. Overall, on the one hand, it is the deepening and adjustment of sports industry market; on the other hand, it is the profound changes in undergraduate majors. So in the context of the national sports industry stimulus policies and the adjustment of higher sports talents cultivation, how to grasp the macro changes and microscopic commission for sports economics and management major development and talent cultivation is undoubtedly a realistic and urgent problem that needs to be discussed in greater depth[1].

2. Characteristic and Tendency of Sports Industry in China The sports industry has its distinctive features after 30 years of development. Firstly, the non-equilibrium development of sports industry is mainly reflected in the unbalance of regions and industries. For instance, it shows a significant characteristic of strong east and poor west in the geographical aspect, especially the three major economic zones “polarization” phenomenon in Middle East. Beijing-Tianjin-Hebei economic belt taking Beijing as the center, Yangtze River Delta economic belt taking Shanghai as the center and Pearl River Delta economic belt taking Guangzhou as the center all show a rapid development trend, while the Central and West regions are in the gradual development stage. This non-equilibrium development is a natural phenomenon of industrial economic development, depending on the differences in the regional economic resources. Actually sports competition industry, sports apparel industry and fitness and entertainment industry are the explicit “engines” in the development of China’s sports industry, while the sports service industry with high industrial value-added and broad development prospects is still in development 213 early stage [2]. Secondly, the sports industry development is closely related to the livelihood development and sports industry development is highly dependent on competitive sports, mass sports as well as economic and social development. The relevant studies have shown that the relational degree of “national sports fitness and leisure activities with the development of national economy reaches up to 0.85” [3]. This means that the future development of the sports industry is dependent upon the quality and quantity of public physical needs. Thirdly, the integration of the sports industry with the development of cultural industry. The sports and culture integration has become a trend in the context of our country vigorously promoting the cultural development and prosperity. The sustainable development of sports consumption comes from the respect of the consumption subject for a unique sports culture and the sports can become an industry, which is related to its profound and extensive cultural traditions. Also the continuation of culture requires richer carriers to spread and communicate in the context of modern business society. The sports industry can realize the high mutual cooperation with the cultural industry to form a sports culture industry, thus promoting the great development and prosperity of our culture in the specific stage of China’s economic and social development. For the trend of China’s sports industry, “Sports Industry Twelfth Five Year Plan” clearly states that the sports industry should increase more than 400 billion in the end of “Twelfth Five Year Plan”, accounting for more than 0.7% of gross domestic product and more than 4 million employees, so the sports industry has become an important growth point of national economy; create the industry base with vitality and fostering a number of competitive sports backbone enterprises to form a number of sports products brands with Chinese characteristics and international influences; constantly improving the coexistence of various ownership and forming the sports industry pattern with the competition and cooperation of various economic components; optimizing the sports industry structure, improving the proportion of sports services and accelerating regional coordinated development of the sports industry; basically building a sports market with orderly norms and prosperous development, promoting the development of sports-related industries, strengthening the overall size of the sports industry, enhancing the overall strength of China’s sports industry and further establishing sports industry system with Chinese characteristics [4]. In summary, firstly, the sports industry should significantly increase economic scale, mainly reflecting in the economic value added and achieving the goal to double the total economic volume in 5 years; secondly, the sports industry base, sports business, and sports products brand are the key microscopic main industries in the future development of sports industry; thirdly, expanding the business scope of the sports industry subjects to allow more participation of private capitals; fourthly, constantly promoting the optimization and upgrading of sports industry, taking the development of sports services as the focus to improve the quality of sports industry development; fifthly, standardizing the market order of the sports industry to form an orderly, fair, and legal sports industry market system. The development trends of sports industry provide the reference and direction for sports economics and management major construction and talents cultivation.

3. Development Evolution of Sports Economics and Management Major The evolution and development of sports economics and management major is a reflection of social economic industry, especially the sports industry evolution, which is the product of development and integration of related disciplines over the years. China’s sports economics major development was widely advocated by scholars in the 21st century, but the large demands for talents and major development make it included in the category of subject education along with the rapid development of China’s sports undertaking and sports industry. In 2000, Beijing Sport University opened the first “sports economics” major nationwide, followed by Chengdu Institute of Physical Education, Shenyang Institute of Physical Education, Wuhan Institute of Physical Education, Beijing Normal University, Central University of Finance and more than 10 universities that opened “sports economics’ major in the undergraduate and post graduate level. The development of China’s sports management has experienced for hundreds of years with 214 respect to the development of sports economics in several decades. There were many books in which one was scholar Jin Zhaojun’s “Sports Administration” before the founding of New China, starting China’s sports management research. After the 1980s, “Sports Management” written by professor Sun Hanchao in Wuhan Institute of Physical Education has become a new starting point of sports management major after reform and opening up [5]. Sports management major gradually gets the development on the basis of a large number of academic studies. Currently, the institutions opening the sports management major in our country include: Beijing Sport University, Shanghai Institute of Physical Education, Wuhan Institute of Physical Education, Tianjin Institute of Physical Education, Guangzhou Institute of Physical Education and Chengdu Institute of Physical Education. The two majors are combined to be sports economics and management major after the Ministry of Education updated the undergraduate course catalog in 2012. The major name change aims to adapt to social and economic development, especially the development of the sports industry from a macro point of view; while from the perspective of professional talents cultivation, sports economics talents and sports management talents have a certain homogeneity in the sports industry management practices and the undergraduate level of the major is just a platform for professional development and not enough to achieve the requirements of social senior talents training. Consequently, the combination of sports economics talents and sports industry management talents is feasible and targeted.

4. Characteristics of Sports Economics and Management Major Construction Serving for Sports Industry Development and Talents Cultivation 4.1 Regional limitations of sports economics and management major talents cultivation Sports economics and management is a new management discipline major taking the sports social phenomena as the main object. It is based on management and economics and integrates knowledge systems and disciplines properties of sports economy and sports management, showing the significant cross-cutting. Cross-cutting disciplines enhance the adaptation for talents to the society and broaden the road for professionals to step into the society. It can be found the good intention of professional designers for the emerging sports economics and management major development and planning. However, another reality is also worth considering that the geographical limitations of wider sports economics and management talents in the talents output. This paper holds that the sports economics and management major talents have certain geographical limitations through the analysis of the original sports economics and sports management major talents output situation and the ability of the society to absorb the talents [6]. There are three reasons, firstly, it can be found that the institutions with sports economics major or sports management major are in the areas and regions with developed or relatively developed sports undertaking and sports industry through the analysis. Secondly, despite the current social mobility of sports talents is increasing, talents majored in sports economics or sports management and in the undergraduate level usually have low employment autonomy in regions selection. Thirdly, the reality of our humanistic social environment determines the strong geographical limitations of employment of talents. Although some talents achieve cross-regional or even cross-border movement through the continued study or employment in the sports industry companies, the part only accounts for a small proportion. The positioning of sports economics and management major should highlight the regional characteristics of talents training, aiming to meet the needs of regional sports industry development and cultivate the corresponding professional talents according to the regional characteristics of sports economics and management talents cultivation. 4.2 Differences in sports economics and management major talents cultivation Sports economics and management major should reflect the particularity of school development in different undergraduate institutions, which is the difference of major development and personnel training, especially different institutions within the same region should focus on the personnel

215 training differences when setting up similar majors. This paper takes the similar sports economics major of three colleges in Hubei (Wuhan Institute of Physical Education, Hubei University of Economics, and Wuhan Business School) as an example, in order to better discuss the personnel training differences among the three institutions. Wuhan Institute of Physical Education and Hubei University of Economics are the first to set up the relevant major in Hubei Province, starting sports economics and management personnel training, and now the talents cultivated by the two colleges have stepped into the sports industry market. In conclusion, the educational ideas of the two schools are distinctive, including the differences in talent training key area and industry. Wuhan Institute of Physical Education Sports tends to cultivate talents in sports economic administration and sports organization management and marketing, especially the middle and senior sports industry management personnel. While Hubei University of Economics often trains talents in the aspect of sports economic research. But the similarity between the two schools is that they both focus on training the macro-management, theoretical research talents and middle and senior sports industry management talents, which account for a small proportion in the sports economic and industrial field. High “potential’ and high “center of gravity’ sports industry and research personnel indeed can effectively meet the needs of the market from the perspective of small-scale sports economics and management professional training. However, intermediate sports industry management practice talents are the long-standing gap from a large number of regional sports industry-related demands. The special sports economic survey data carried out by Hubei Provincial Sports Bureau shows that the current sports service industry has the largest demand for talents in regional sports industry of Hubei Province. The formation of sports market system mainly characterized by sports competition industry, sports fitness and leisure industry, sports goods industry, sports service trade industry and sports lottery industry means the down “center of gravity” of Hubei sports industry demand for talents, but requiring more application-oriented, service-oriented sports industry professionals. Therefore, sports economics and management talents difference at Wuhan Business University is mainly reflected in two aspects; firstly, the major mainly focuses on sports service sector and strengthens applied talents training in professional positioning; secondly, the major will strengthen the school-enterprise cooperation to expand the cooperation space and take order-oriented talent cultivation in professional training mode positioning.

5. Feasible Suggestions and Countermeasures on Sports Economics and Management Major Talents Cultivation 5.1 Emphasis on the regional characteristics of major construction and talents cultivation More and more universities begin to conduct sports economics and management major talents cultivation along with the high attention on sports industry professionals and sports undertaking talents, which means talents training scale and diversification in this professional field, making major construction and talents training more focused and practical. Taking regional sports undertaking and industry development as the reference point will make major development more practical and avoid homogeneity between major construction and personnel cultivation. Emerging sports economics and management major should be conducted in accordance with the current situation and trend of sports industry development in Wuhan City, Hubei Province, and this major construction and personnel training mainly focus on the sports industry and undertaking with prior, characteristic and emerging development in Wuhan City, Hubei Province. The high-end leisure and entertainment industry and modern sports service industry are the focus and direction of the major from the current development situation. This major positioning not only adapts to the requirements of regional sports industry development in Wuhan City, Hubei Province, but reflects the leading and forward-looking of the major development.

216 5.2 Position of regional sports economics and management major should be inclined to application talents The goal of personnel training should be geared to Hubei and the whole country, to cultivate applied talents with physical and mental health and high moral, able to adapt to the development of modern emerging sports industry, master and use the basic theoretical knowledge and ability of economics, management and physical education and engaged in management and operation in the modern sports service industry. Sports economics and management major reflects the profound foundation, wide range, strong capacity and high-quality personnel training philosophy, and the cultivated talents should have the general knowledge to adapt to the society, the personnel quality comprehensiveness, the practical knowledge structure, the ability structure creativity and the specifications plasticity. 5.3 Sports economics and management major training mode flexibility Sports economics and management major should adopt the “order-oriented’ training model to further cultivate applied talents in the sports competition industry and high-end leisure sports industry based on regional sports industry development characteristics and reality demands in Wuhan, Hubei Province. The major should establish the basic discipline platform of “economics+management sport economics + sport management’, expand the major development of leisure sports service and management and sports services and management to further cultivate high-end leisure sports service industry management talents and sports contest service management talents in personnel training aspect.

Acknowledgment This work was funded by the Science and Technology Innovation Projects of Wuhan Business University (No. 2016kc03).

References [1] Fang Chun-ni, Research on Sports Industry Clusters, Shanghai University of Sport, Shanghai, 2009. [2] Yang Qian. Gray Correlation Analysis on Optimization of Sports Industry in China [J], Journal of Shanghai University of Sport, 35 (2011) 35. [3] Sun Yue. Research on the Development of Sports Management Major in China, Beijing Sport University, Beijing, 2012. [4] Zhou Liangjun. Sports Economics Undergraduate Talents Training Program Comparison among Universities of United States, Germany and China [J], Journal of Guangzhou Sport University, 28 (2008) 110-114. [5] Zhang Zhen. Concept of Creating Sports Economics and Management Major [J], China Sport Science and Technology, 40 (2004) 164-166. [6] Chen Linxiang. Wuhan Institute of Economics Undergraduate (sports economics) Argumentation Analysis [J], Journal of Wuhan Institute of Physical Education, 38 (2004) 1-3.

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