运用文献资料法、问卷调查法、实地考察法等研究方法对湖南省普通高校23个项目高水平运动队市场开发进行了研究.研究结果表明：①湖南省普通高校高水平运动队项目布局较为集中，经费普遍不足；市场开发处于起步阶段，开发经费多在5万元以下；开发模式以友情赞助型为主，基本依靠高校体育主管部门开发，开发内容以竞赛、表演市场为主.②市场开发主要受自身因素、竞赛体制、管理体制和市场环境因素的影响.③从加强自身建设、创新体制、完善模式、挖掘资源、培育市场等方面提出了相应对策.%Applying the document materials ,questionnaire ,and field survey methods to study the market development of 23 high - level sports teams in Hunan provincial ordinary universities , this paper obtains the following results : (1) The layouts of high - level sports team events in Hunan provincial ordinary universities is relatively concentrated and the sports are short of funds . At the initial market development stage ,most funding is under 50000 yuan in which friendship sponsor is the major development mode .Development basically relies on the departments in charge of university sports ,which takes competition and performance market as its principal contents . (2) Market development is influenced mainly by its own factors , competition system , management system and market environment factors . This paper offers the following countermeasures : to strengthen its own construction ,to create a new system ,perfecting the pattern , tapping resources ,cultivating the market and so on .
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