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<P>　　核心閱讀</P><P>　　健身消費(fèi)大幅增長(zhǎng)，本土品牌迅速崛起，體育產(chǎn)業(yè)近年來(lái)獲得長(zhǎng)足發(fā)展。展望未來(lái)，體育產(chǎn)業(yè)將與相關(guān)產(chǎn)業(yè)進(jìn)一步融合，在引導(dǎo)群眾健康生活、擴(kuò)大內(nèi)需、拉動(dòng)消費(fèi)等方面進(jìn)行積極探索，為實(shí)現(xiàn)高質(zhì)量發(fā)展貢獻(xiàn)力量。</P><P>　　</P><P>　　2022年中國(guó)國(guó)際服務(wù)貿(mào)易交易會(huì)體育服務(wù)專題展區(qū)創(chuàng)下了一組可喜的數(shù)字：2萬(wàn)多平方米展區(qū)、353家企業(yè)機(jī)構(gòu)線上線下參展，展會(huì)期間127.17億元的簽約總金額創(chuàng)下歷史新高。</P><P>　　健身消費(fèi)大幅增長(zhǎng)，本土品牌迅速崛起，體育產(chǎn)業(yè)近年來(lái)獲得長(zhǎng)足發(fā)展。2018年，中國(guó)體育產(chǎn)業(yè)實(shí)現(xiàn)了產(chǎn)業(yè)增加值突破萬(wàn)億元、占GDP比重超1%這兩個(gè)關(guān)鍵性突破。</P><P>　　“十四五”時(shí)期，中國(guó)體育產(chǎn)業(yè)發(fā)展進(jìn)入關(guān)鍵階段。下一步，體育產(chǎn)業(yè)將搶抓機(jī)遇，進(jìn)一步融入新發(fā)展格局，實(shí)現(xiàn)高質(zhì)量發(fā)展。</P><P>　　鼓勵(lì)大眾參與，激發(fā)消費(fèi)活力</P><P>　　2014年，國(guó)務(wù)院印發(fā)《關(guān)于加快發(fā)展體育產(chǎn)業(yè)促進(jìn)體育消費(fèi)的若干意見(jiàn)》，將全民健身上升為國(guó)家戰(zhàn)略，為體育產(chǎn)業(yè)發(fā)展注入新動(dòng)能。</P><P>　　以馬拉松為代表，過(guò)去10年，國(guó)內(nèi)相關(guān)賽事迅速發(fā)展。據(jù)中國(guó)田徑協(xié)會(huì)統(tǒng)計(jì)，“十三五”期間馬拉松相關(guān)賽事增長(zhǎng)迅速，2019年賽事數(shù)量達(dá)到1828場(chǎng)，相比2013年增長(zhǎng)約46倍。不僅是馬拉松，多項(xiàng)群眾喜聞樂(lè)見(jiàn)的運(yùn)動(dòng)項(xiàng)目產(chǎn)業(yè)規(guī)劃紛紛出臺(tái)，鼓勵(lì)社會(huì)力量辦賽與大眾深度參與相輔相成，推動(dòng)健身休閑產(chǎn)業(yè)向縱深發(fā)展。</P><P>　　隨著全民健身觀念日益深入人心，購(gòu)買體育裝備、參與體育培訓(xùn)、體驗(yàn)時(shí)尚運(yùn)動(dòng)、觀看體育比賽、租用體育場(chǎng)地等成為百姓體育消費(fèi)的新熱點(diǎn)。國(guó)家體育總局體育經(jīng)濟(jì)司公布的數(shù)據(jù)顯示，2015年至2019年，我國(guó)體育健身休閑運(yùn)動(dòng)總規(guī)模由276.9億元增加至1796.6億元，增長(zhǎng)了548.83%。</P><P>　　北京冬奧會(huì)的籌辦和舉辦，帶動(dòng)了冰雪經(jīng)濟(jì)的火熱發(fā)展。據(jù)國(guó)家體育總局體育經(jīng)濟(jì)司副司長(zhǎng)彭維勇介紹，2021—2022雪季，國(guó)內(nèi)參與冰雪旅游人次達(dá)3.12億，旅游收入達(dá)3900億元，較2016—2017雪季增長(zhǎng)了44.4%。冰雪產(chǎn)業(yè)的發(fā)展，也成為冰雪運(yùn)動(dòng)推廣和普及的重要支撐。</P><P>　　打造本土品牌，壯大市場(chǎng)主體</P><P>　　得益于全民健身的升溫、相關(guān)產(chǎn)業(yè)政策帶動(dòng)，我國(guó)本土體育品牌在產(chǎn)品科技創(chuàng)新、銷售渠道改革、拓展品牌國(guó)際影響力等方面協(xié)同發(fā)力?！笆濉睍r(shí)期，中國(guó)體育產(chǎn)業(yè)市場(chǎng)主體不斷壯大，2019年底體育產(chǎn)業(yè)法人單位達(dá)到28.9萬(wàn)個(gè)，比2015年增加了1.5倍。</P><P>　　前不久，安踏等多家本土運(yùn)動(dòng)品牌發(fā)布了2022年上半年成績(jī)單，在營(yíng)收、毛利潤(rùn)、經(jīng)營(yíng)利潤(rùn)等關(guān)鍵指標(biāo)上均穩(wěn)中有增。其中，安踏上半年?duì)I收為259.65億元，同比增長(zhǎng)13.8%。</P><P>　　北京冬奧會(huì)后，國(guó)內(nèi)冰雪裝備制造進(jìn)入發(fā)展快車道。近年來(lái)，黑龍江、吉林、遼寧等地相繼提出建設(shè)冰雪裝備制造產(chǎn)業(yè)園區(qū)，加大冰雪裝備市場(chǎng)投資力度。</P><P>　　近年來(lái)，中國(guó)體育制造業(yè)積極打造本土品牌，產(chǎn)品質(zhì)量?jī)?yōu)異、設(shè)計(jì)新穎、性價(jià)比更高，受到年輕人的追捧。河北張家口京禧體育器材有限公司2018年成立，2019年投產(chǎn)，主要生產(chǎn)滑雪板、高山雪橇、越野雪橇及固定器等，銷量保持每年15%至20%的增長(zhǎng)。中國(guó)體育用品業(yè)聯(lián)合會(huì)秘書(shū)長(zhǎng)羅杰表示，從整體來(lái)看，在健身習(xí)慣、消費(fèi)心理、體育文化等因素的綜合作用下，國(guó)內(nèi)消費(fèi)者的消費(fèi)習(xí)慣和消費(fèi)場(chǎng)景正在發(fā)生變化。</P><P>　　引導(dǎo)健康生活，提供發(fā)展動(dòng)力</P><P>　　10年間，中國(guó)體育產(chǎn)業(yè)高速增長(zhǎng)，產(chǎn)業(yè)結(jié)構(gòu)持續(xù)優(yōu)化，基本形成了競(jìng)賽表演、健身休閑帶動(dòng)，體育場(chǎng)館服務(wù)、體育培訓(xùn)、體育制造、體育傳媒等協(xié)同發(fā)展的體育產(chǎn)業(yè)體系。</P><P>　　如今，登山、騎行、飛盤等戶外運(yùn)動(dòng)蓬勃發(fā)展，足球、籃球、羽毛球、游泳等傳統(tǒng)健身項(xiàng)目持續(xù)走熱，我國(guó)居民的體育消費(fèi)方式正逐步從實(shí)物型消費(fèi)向參與型與觀賞型消費(fèi)轉(zhuǎn)變，人們的體育生活也向著多層次、多元化擴(kuò)展。</P><P>　　體育產(chǎn)業(yè)在提升國(guó)民體育參與意識(shí)、推動(dòng)健康關(guān)口前移等方面作用明顯，體育產(chǎn)業(yè)的快速發(fā)展為健康中國(guó)戰(zhàn)略的實(shí)施提供了強(qiáng)勁動(dòng)力。“十三五”時(shí)期，運(yùn)動(dòng)健身、復(fù)健康復(fù)等機(jī)構(gòu)迅速增多，浙江杭州、江蘇揚(yáng)州和常州等地開(kāi)辦體育健康或運(yùn)動(dòng)康復(fù)醫(yī)院，上海“社區(qū)健康師”項(xiàng)目順利開(kāi)展，體衛(wèi)融合取得初步進(jìn)展。</P><P>　　“十三五”時(shí)期，體育產(chǎn)業(yè)在精準(zhǔn)扶貧、助力鄉(xiāng)村振興領(lǐng)域亮點(diǎn)頗多。廣西壯族自治區(qū)南寧市馬山縣利用自然資源，開(kāi)發(fā)攀巖運(yùn)動(dòng)路線，主動(dòng)引入自行車等戶外項(xiàng)目賽事，以“體育+旅游”的方式形成產(chǎn)業(yè)鏈。</P><P>　　體育產(chǎn)業(yè)積極對(duì)接區(qū)域協(xié)調(diào)發(fā)展，在體制機(jī)制、要素流動(dòng)、跨區(qū)域合作等方面進(jìn)行了有益嘗試。京張高鐵建成通車，北京到張家口的車程由原來(lái)的3個(gè)多小時(shí)縮短至50分鐘，張家口融入首都“1小時(shí)交通圈”。四川省和重慶市明確提出共建體育公共服務(wù)融合發(fā)展合作平臺(tái)，通過(guò)合作辦賽、共建體育產(chǎn)業(yè)示范區(qū)等方式促進(jìn)地區(qū)協(xié)同發(fā)展。</P><P>　　展望未來(lái)，隨著產(chǎn)業(yè)規(guī)模總體水平大幅提高，發(fā)展環(huán)境不斷向好，市場(chǎng)潛力持續(xù)釋放，體育產(chǎn)業(yè)將與相關(guān)產(chǎn)業(yè)進(jìn)一步融合，在引導(dǎo)群眾健康生活、擴(kuò)大內(nèi)需、拉動(dòng)消費(fèi)等方面進(jìn)行積極探索，為實(shí)現(xiàn)高質(zhì)量發(fā)展貢獻(xiàn)力量。</P> <br><span id='paper_num'>　　《人民日?qǐng)?bào) 》（ 2022年10月27日 14 版）</span> <div id="7v5vxvz" class="box_pic"></div> <div id="7v5vxvz" class="edit cf">(責(zé)編：張沛、周恬)</div> <p class="paper_num"><em class="section-common-share-wrap">分享讓更多人看到 <i class="btn_share_common"><img src="/img/2020wbc/imgs/share.png" alt=""></i> </em></p> </div> <div id="7v5vxvz" class="rm_relevant rm_download cf"> <h5><span></span>客戶端下載</h5> <ul> <li><a target="_blank"><img src="/img/2020wbc/imgs/icon_download_rmrb.png" width="70" height="70" alt="">人民日?qǐng)?bào)</a></li> <li><a target="_blank"><img src="/img/2020wbc/imgs/icon_download_rmwj1.png" width="70" height="70" alt="">人民網(wǎng)+</a></li> <li><a target="_blank"><img src="/img/2020wbc/imgs/icon_download_rmw.png" width="70" height="70" alt="">手機(jī)人民網(wǎng)</a></li> <li><a target="_blank"><img src="/img/2020wbc/imgs/icon_download_ly.png" width="70" height="70" alt="">領(lǐng)導(dǎo)留言板</a></li> <li><a target="_blank"><img 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