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面对市场经济的挑战，我国已确立了体育产业化的发展方向。为此，对“体育产业化”这一命题的讨论，一直是人们关注的热点。产业化也就是要市场化，使体育产品成为一种可以在市场上被购买的消费品。于是，体育市场的作用便凸现出来。采用文献法与逻辑分析的方法，以我国第三次社会转型期“工业化” 和“市场化”过程为背景，从体育市场现代梗概入手，探讨了我国体育市场发展所面临的机遇和挑战。结果：①工业化、城市化进程的加快给体育市场发展带来了契机；②观念理性化趋势促动了人们增加体育人力资本的投资；③体育市场异常复杂，体育市场细分难度大；④体育中介组织的发展急待成熟；⑤由体制支撑的行业垄断对体育体制改革彼及的影响将成为体育市场进一步发展的阻力。
Facing the challenge of market economy, our country has established the development direction of sports industrialization. Therefore, the discussion on the proposition of “sports industrialization” has always been a hot spot for people’s attention. Industrialization is also market-oriented, making sports products a consumer product that can be bought on the market. Thus, the role of the sports market will be highlighted. Using the methods of literature analysis and logic analysis, taking the process of “industrialization” and “marketization” in the third social transition of our country as a background, the paper starts from the modern synopsis of sports market and discusses the opportunities and challenges that the development of the sports market in our country faces. Results: ①Improvement of industrialization and urbanization brought about an opportunity for the development of the sports market; ②The trend of rationalization of ideas stimulated people to increase the investment of sports human capital; ③the sports market was extremely complicated and the sports market was difficult to be subdivided; ④the sports The development of intermediary organizations urgently needs to be matured; (5) the influence of the industry monopoly supported by the system on the reform of the sports system will become the resistance to the further development of the sports market.