In today’s world, competitive sport as an important carrier of culture and window focus reflects human social civilization and the up, the pursuit of healthy life. From the birth of the modern Olympic movement in 1894 to today, with the progress of human civilization and socio-economic, cultural, and scientific and technological development, and the resulting changes in the concept of human life, sports have become an indispensable and important element in human life.
　　Economic strength, national defense strength and national cohesion is a comprehensive measure of the strength of national flag, while the sport is inspiring national spirit, strengthen cohesion has an irreplaceable role. Therefore, entering the new century more and more countries of the competitive sports after widespread attention. Thus, of competitive sports in the world will become more competitive, athletic levels closer to, the State and the Government will also pay more attention to. Represented by the Olympic Games some of the high level of international competition, increasingly become the focus of attention.
　　　　, States in the gold medal competing for more attention to athletic level and continuously improve
　　Development process of the modern Olympic movement after a hundred years, has gradually mature. Olympic Stadium is to be displayed all strength, increase impact, inspiring national spirit of the important places. As the world economic, political, and cultural development in the new century, States pay more attention to the Olympic Games and national spirit of the Olympic Games as a show place and window, establish the image of their country and nation.
　　　　(A) the States pay more attention to the Olympics results and ranking
　　France Ministry of youth and sports has formulated a 10-year “sports rehabilitation scheme” strengthening government management of competitive sports. United States Olympic Committee to support the 10 major projects, and identified as the priority development projects, to focus funds invested in these projects. While United States Olympic Committee also developed a “gold action plan”, “athletes scholarship scheme”, “employment scheme”, enabling players to give ourselves training, prepare for Olympic Games. Russia President has promulgated enhanced Olympic readiness command, stressed that the comprehensive help developing the Olympic movement as the country’s limited mandate. Australia at heavily to Russia purchase “Olympic gold plan”, developed the “Olympic athletes training scheme”, and used scholarships and other forms of incentive athletes results. Korea on 7 key projects increase investment, and to take on elite athletes “incentive allowance for life” and exempt from military service bonus policy. Singapore and other countries also established its own project. Key projects of these countries expect the good score or win medals in the Olympics. Some developed countries of Asia, Europe, America, or in the developing countries have identified their key development projects, and to increase investment in management, and capital, giving priority to development.
　　　　(B) from the strategic height adjustment project development structure
　　Advantage of accelerated formation program, States the case today. United States track and field, swimming and other projects to retain the world leading level, 26 Olympic United States get 27 gold medals in this 22 17 won 25 gold medals at the Olympic Games, for their continuous steady medals in the Olympics first lay a solid foundation. Russia gymnastics, wrestling as the traditional strengths of the project, focus, and reposition the 13 priority projects in preparing for the 28th Olympic Games. France cycling, fencing, and water projects, Germany such as canoeing, rowing, and even some in the second group of countries on the edge of the Olympic Games has its own advantages of the traditional strengths, such as the Cuban boxing, Korea archery, taekwondo, and so on. Canada Olympic Committee into government action to strengthen the implementation of some of the functions, and adjust the structure of the project, project groups form their own advantage.
　　　　(Iii) optimize training, promoting increased levels quickly master
　　Building advanced, multi-function training base to become universal and to increase investment to accelerate the development of the consensus. Is a highly focused development approach adopted in China. Now Korea we are also studying, together play a guiding role of the Olympic Games. Some training bases. North Korea has engaged in. United States, United States, 3 large training base, where Colorado training base set up a group of multidisciplinary experts, training of scientific and technical Diagnostics. France Sports Institute and the Australia Sports College, Italy in your Research Institute of physical education teaching mode of the high level of training, teaching, scientific research, gradually formed centralized, specialized training, high level athletes consciously organized a free alternative to traditional training methods.
　　　　(D) expansion of the talent Exchange, formed worldwide sports talents and technology flows
　　Human flows all over the world, human introduction, communication has become a trend of transfer, training and trends, which had a profound impact on the development of competitive sports. Has on a number of projects employing foreign coaches in China, such as football, basketball, and other items are foreign players and coaches. My coach of some of the advantages of the project also went abroad to teach such as table tennis, badminton and other projects. This international exchange of personnel on the development of competitive sports played a significant role in promoting. This is a global trend, therefore, must also be implemented in our country, “Please come in and walk out.”
　　　　Second, the participating countries and regions of the Olympic games more, strength pattern change
　　　　(A) the increase in participating countries and regions
　　Not only is the Olympic Games, including other teams for some major competitions in the world are constantly expanding, rendering most of the country and the number of teams in the increasing trend. This trend also makes some changes in the competitive strength of patterns. Enter in the 1990 of the 20th century, the countries and regions participating in the Olympic surge, especially in third world countries increased the number of entries faster. Is 160 countries and territories with the participation of the 1988 Olympics and 1992 increased to 172 in 1996 reached 197, enabling all entries of all States members of the Olympic family, was also the first time the number of players of millions of people. To the 2000 Olympic Games, participating countries and regions up to 199. Some extent in the increase in participating countries will cause a relatively broad distribution of medals, won medals and the Medal of national opportunities increased, resulting in changes in the pattern of competitive sports in the world. So large, rapid increase in participating countries and region, one of the important reasons is the competitive sport has a major impact and results of the Olympic movement and universal education.


　　From the cultural function of terms, as one of the important part of world civilization, either ancient Greece or 21st century comprehensive progress of the modern Olympic Games the Olympic Games are always “competition, understanding, peace, development theme” and “faster, higher, stronger” Olympic spirit. New President of the International Olympic Committee Jacques Rogge have proposed a “cleaner, more human, more cohesive” new Olympic motto. These spiritual advocates a theme embodies the value of competitive sports in human civilization, embodies the essence of sport, has also become a growing social causes. Sports education is pursued by always maintain exuberant vitality as the civilized development of important factors, although it also has some negative factors, but is the main positive factors. Occupies an important position in the history of human civilization of ancient Greece philosophers Socrates, Plato, yalishiduode are all on the educational function of physical education is discussed. If Plato had participated in the ancient Greece Athletic Conference and made the winning. He said its representatives in the ideal state: go to fitness for people makes perfect harmony.
　　The Olympic Charter: Olympism seek to combine sport and culture and education, created in an effort to seek happiness, social morality play to the educational value of good example and respect for fundamental principles of life. The thrust of the pursuit of competitive sports, coupled with the continuous development of the world economy, culture, making each country in the Olympic Games and the world increasingly high enthusiasm for major competitions, participating States widely.
　　　　(B) the Olympic ranking pattern change
　　A case study of the Sydney 2000 Olympic Games, compared with the Atlanta Olympic Games, the first strong groups from three to two. China, Australia made significant progress and breakthroughs, strength patterns change. Countries and regions of the 27th Olympic Games gold medal with 51, 26th, there is no obvious difference. 27th won medals of countries and regions have 80, 26th, 79, looks pretty. But the medal distribution and uneven, the top three received 100 golds, 4-11 a total of 100 gold medals, other 40 countries and regions get 100 gold medals.
　　2000 Olympic Games gold medal distribution: Europe, Asia 17%, North America, Oceania 14% 56% 3%, 4%, Africa, Central America. From this point of view, strength patterns vary, especially after the second group will be more competitive. Above data shows that Europe remains the main rival of gold medal contention, but European countries generally show competition projects, development. In Asia, in addition to China’s development is relatively fast, Korea, and Japan competitive enough, mainly because of the advantages the project is too small. Africa and South America and other developing countries overall potential is yet to be developed. From an overall perspective, despite the good results achieved in the Sydney Olympic Games in China, but not many dominant, a narrow, the overall strength are not strong enough.
　　　　(C) Olympics change has impact on the Olympic Games competition pattern
　　Despite calls for compression of Olympic projects constantly, but require more items into the Olympic Games also. To cut out several projects, but projects lined up to come in, project row team than to go out even longer, and require incoming calls even more strongly. This trend reflects the important status and role of games in human social life. For the development of this project, each individual Association to get into the Olympic Games, to grow and develop their own. So internationally, is also the case. Many of the projects to get into the games, if entering the games, this project can be developed. Therefore, changes of Olympic sport, will also give great impact on the competitive landscape.
Currently, the project has a basic division of the International Olympic Committee. Roughly divided into several categories: first, to minimize the movement of people and machinery. Only the modern Olympic Games equestrian sports items is integrated into human and animal, horses as a player in the Olympic Games; the second, man and machine, such as biking, sailing, sailboarding and other projects; three equipment classes. In general terms, Olympic project into several broad categories: 1, normal competition, rule out other factors, prominent individuals, is a single competition. There are twin and multiplayer competition, have a cumulative score, and human factors. 2, get some integral projects, rely on the referee’s judgement to the naked eye, may cause very controversial projects, such as gymnastics, diving, figure skating, walking and other projects. These projects is difficult to judge. 3, chess projects, such as chess, bridge, also in the application. Such projects are intellectual project. There is to relieve the burden of hosting the project as possible, some project to implement a temporary traffic control. Individual needs to adjust. In General, to development ornamental strong, economical and practical projects. Also with the participation of the Association is to make more and easy organization of your project. To reduce ship of project, as sailing, small project a is to live at the mercy of the elements, weather on competition of effect is large; II is equipment expensive, many national are no carried out; three is no audience, is has audience also what are see missing, ship a sea who also see missing, TV broadcast also is difficult to broadcast, also to dispatched helicopter aircraft, to open ships, so cost cost too high. Such a project development space is smaller.
　　Specifically, this is the case:
　　1. increased women’s project space larger. To statistics from the 2000 Olympic Games, women’s project 60% projects accounted for only men should say that the woman also has additional space. Status of the International Olympic Committee has been promoting the advancement of women for increased women’s projects. Generally speaking, increase your country’s strengths of both the hosting of the Olympic Games. If the United States at the Atlanta Olympics had increased women’s soccer, nvlei, beach volleyball and swimming relay and other projects, and achieved better results on these projects. 2000 Sydney Olympic Games in Australia also added Triathlon, cycling, women’s pole vault to your advantage, such as the project. If you want to increase project, women’s project space larger.
　　2. easy and some emerging popularity and strong ornamental, easy organization of the project are likely to enter the Olympic Games. Despite calls for compressed size of Olympic Games continued, but insisted on entering the Olympic games require some items seem to be more intense. To make the development of a project must be entering the Olympic Games, this project in order to achieve greater development opportunities. Combined with the Olympic movement to their own needs, in particular the needs of the commercial operation of the Olympic Games. Also, as some projects want to enter the games. Speaking from the general trend, will still be some new projects into the Olympic Games. At present, the official competitions of the Olympic Games has increased from 1984 223 to 300 of 2000, there are more than 10 more are apply for competitions for the 2004 Athens Olympics. But to cut Olympic Games International Olympic Games project. Olympics change on medal distribution and strength of pattern will produce the appropriate changes. For now see increasing difficult, but little is likely to change. Fencing has been adjusted a number of small projects, also adjust some level boxing, wrestling, some adjustments were also made of the project. Adjust the small project will also affect the pattern of the Olympic Games.
　　3. project brought changes to the competitive landscape changes in the rules of the Olympic Games. Changing rules of the Olympic Games. The whole pattern of competition and the strength of this change will bring about great changes. Many projects are now in constant revision rules, such as table tennis except no block serve, you have 11 minutes. Now provided in gymnastics rules, no practice time before the players in the game, points out game at once. Although these changes are very small, but will affect the game players will bring changes to the competitive structure.
　　　　Three, competition is becoming increasingly frequent, resulting in changes in the traditional concept of training
　　(A) as the most concentrated forms of competitive sports, competition regimes, and tremendous change in the pattern. Numerous competition more and more, bonus increasing, and has continued to increase and trend of the upgrade.
　　(B) the frequent competitions to the traditional training theories posed new challenges. Major increase in performance as the contest form, expanded Regulation touches, increasing cycle lengthen, increasing frequency and bonuses. Competition opportunities increase, fundamentally changed the traditional training concepts and methods, including cycles and system idea. Players bid farewell to traditional training methods, pit became an integral part of training, become an important means to improve the combat capability.
　　(C) with the increase in species and number of international competitions, States original competition system will inevitably influence and impact, and competition system reform must therefore be accordingly.
　　　　Four, increasing technological content, becomes the important results of growth factors
　(A) sports technology development towards intensive and more open. Intensive not referring to the item. Effective organizations has become an important measure.
　　(B) strengthen the multidisciplinary comprehensive research to solve the problem. Competitive sports as a complex body of scientific research, need more comprehensive study of the subject of a, multi-level, requires comprehensive study of the combination of natural and social sciences, need for physiological and biochemical study on the micro level and combination of motor ability in organisms. On organization and management of scientific research methods, and ways of thinking and other aspects raised a higher research requirements.
　　(C) establish a more open system of sports scientific research. Sports scientific research but also with other scientific fields, such as military science, materials science, etc.
　　(D) continually develop new areas of scientific research, multi-dimensional raise the level of training and human capacity. Including the method and means of improving strength, promoting the recovery of fatigue, as well as nutrition, new equipment, new equipment, new methods.
　　　　Five industries, commercialization and professionalism have a great impact on the development of competitive sports
　　　　(A) the industrialization direction of competitive sports development
　　Entering the 21st century, the subject is talked about by people more widely and has been common practice. Both adhere to the Olympic “pure” international sports leaders of the spirit, still have the pioneering spirit of a new generation of leaders, must face the fact. In the modern economic society, lack of strong financial support of sports will be its sting, to not only develop, will gradually atrophy. “Pure sport” sports concept is subject to commercial, industrial and professional impact. Sociality of competitive sports, favorite of the crowd and the orientation of market economy makes the inevitable development towards the industrialization of sports, high penetration of project will be developed.
　　　　(B) “three” has brought to the development of competitive sports power
　　Due to the influence of commercial operation, allowing some degree of professionalism of the project accelerated. Bridge between commercialized to become professional and amateur sports. One is the impetus for the development of competitive sports, promoting standards; second, funding increased, enhancing hematopoietic function of the sport itself, changes the input mode and the scale of competitive sports; three is expanding the scope and social impact, making it more social.
　　　　(Iii) may result in competitive sports commercialization of “alienation”
　　Commercial operation to inject life into the sport, but excessive commercial orientation and commercial control will also have a certain negative impact, such as stimulants, such as age, referee unfair. Changed tournament regulations, in order to commercial interests or barriers, will severely damage the sport’s most characteristics–the essence of fair competition, something incompatible with the Olympic spirit.

Use literature and system analysis, sports industry by developed countries in the contest performance market, fitness and entertainment market, market of sports goods, sports, sports lottery market advertising and intangible assets of sports population in development and comparative study on growth of 6, analysis of development status and prospect of sports industry in China.

　　　　　　1 contest performance market
　　Update of Chinese masses to consume concept and increased levels of consumption, has laid the foundation of competitive markets. At present, has formed a considerable scale, relatively stable groups of viewers and fans. In China, football items earlier stepped into the market. According to statistics, 1998 Football League a more than average audience size of more than 21,000 people, ticket proceeds more than 100 million Yuan. Jia b League an average audience of 14,000, the entire League with more than 5.8 million spectators. The 1998 season, men’s Basketball League a total of 172 rivalry, a live audience of the season over 620,000, most Division attendance 75%, ticket revenues of $ 14.1 million. Volleyball season 98 operating revenue of $ 12 million, the audience number more than 500,000. Business competition, the exhibition match in China now increasingly active, such as the recent launch of an arena contest [match], Motorola CCTV table tennis badminton Kings challenge, made better economic efficiency. In the United States, professional sports is to appear at the beginning of the century, when the situation is even worse than China now, nor how much profit. 80, the NBA because of salary cap, tends to balance the strength of each team, NBA increasingly spectacular, coupled with an increasingly perfect economic operation mechanism, is to say the NBA became a successful model of competitive performance market. United States TNT cable television network from 1985 telecast 70 field each season professional basketball game NBA will receive a $ 100 million for broadcast rights. Is now decommissioned before the bulls players Michael Jordan 1996-year wage contract of us $ 30 million, the annual output value US $ 6.3 billion. June 1, 1997, “century flying trapeze” 150m wars, Bailey won win $ 1.5 million, Johnson had 500,000 dollar appearance fee. World Heavyweight boxing tournament to be held on June 29, 1997, Sheng fanghuolifeierde access to 35 million dollars. Bonus above provided mainly tickets, television broadcast, corporate sponsorship. Italy held on Sunday, a “soccer” in the national football fan’s total expenditure amounted to 200 billion lire. In 1993 the country’s sports watch consumer spending up to 730 billion lire. From the top, compared to the developed countries and sports in China, competitive performance market profit gap is large.
　　　　2 fitness and entertainment market
　　In recent years, as “spend money on health” has been growing awareness of sports consumption of hearts, my fitness and have also made progress and development. According to the State information center statistics, 1992 ~1997 index of national culture of sports consumption of residents average growth rate of 5.1%, per capita consumption of urban residents in the area of sports and entertainment expenditures increased from $ 84 to $ 112, average annual growth of 20.2%. In Jiangsu province to participate in physical exercise of 20,074 people found in a survey of sports consumption per capita number of more than $ 50 per month for the investigation of 4%. Doing better in physical activity in Shanghai, 43.7% of public sports consumption expenditure amounted to over $ 100 per month. The latest survey, 3.5 average participation in physical activities of urban residents in China, to the stadiums 90% consumer spent $ 50~100 at a time. Meanwhile, with the awareness of sports consumption, development of training sports training market also Pont, coaching Center, Club is attracting more and more people involved in Sports Fitness and entertainment. Per capita annual income of over US $ 6,000 in developed countries, Sports Fitness and entertainment consumption around 400 dollars. United States 1988 participatory sports and recreational value of us $ 22.8 billion. Spain private clubs ranging from member contributions US $ 30~160, wage-earners in General acceptable; United States votes $ 300~1000 fitness centre years, participated in the activities very enthusiastically. 1996 Japan economist is also treating the male study results show that, market development and market structure of Sports Leisure and the growth of disposable income per capita is positively related. With the growth of disposable income per capita in China Sports market has great prospects.
　　　　3 sports goods market
　　A late development of sports goods industry in China, but under the impetus of the wave of reform and opening up and the market economy in recent years has been rapid development. In recent years, China’s sports goods industry industrial output growing at an annual rate of $ 49.3 billion, sports goods exports to 20% high rate of increment. According to United States sporting goods manufacturers Association survey, select external processing of United States manufacturers, 33% optimistic about China’s mainland, all imported in sporting goods, sports goods accounted for erchengban, only foreign investment in China amounted to us $ 40 billion in 1996. There were 3,372 sports goods enterprises in China (a sports goods Association member number in Chinese culture, education and health) to Ning and Li Wei, Hong Wei, double star, represented a number of sports star enterprise’s rapid growth. 1997 national sports expenditure of residents outside the daily basic living consumption of important consumer spending 6th. The early 90 ‘s, United States sports goods consumption accounted for United States gross domestic product in sports 61.3%. Sports population in the world in 4 countries with the highest average for Japan (888 m), Germany (US $ 790), United States (695 dollars), the United Kingdom (US $ 443). Sydney Olympics Organizing Committee and 57 companies signed agreements on the 2000 Olympic licensed products, manufacturers and retailers ‘ sales of more than $ 1 billion for the year, profit and tax exceeds US $ 5000~6000 million. Some consumers are familiar with sporting goods manufacturers such as: Nike, adidas, Reebok, Puma, was used in the process of globalization and the Sports Alliance. Gross output value of Chinese sporting goods market has more than some developed countries, but durable sports, sporting goods and more concentrated in the daily on the physical means of subsistence, sporting goods market and poor awareness of the brand, market research, marketing management, insufficient attention has been given, lower market development, phenomenon of nonstandard industry competition.

4 sports lottery market
　　Sports betting industry in today’s world is a very important position in the industry. Lottery has become the sixth largest industry in the world today. Raise funds by means of sports lottery, can ease the shortage on sports for development on the one hand, idle funds in the hands of the residents can also be transformed into productive capital. Function of sports lottery market similar to the stock market to stimulate sports lottery consumer demand is an important way to expand consumer demand. 1984 when China Beijing International Marathon, issuance of sports lottery tickets Beijing International Marathon–the lottery for the first time, achieved good economic and social benefits. Subsequently, many provinces and cities throughout the country successively issuing sports lottery. April 5, 1994, the State Sports Commission formally established a sports lottery Center. From 1987 to 2000, China Sports Lottery circulation had reached 25 billion RMB, launched nearly two years of computer sports lottery to purchase more fiery. On October 22, 2001, the municipal soccer Lottery launched. Bonuses return as required by national sports lottery in China for 50%, other 50% will do chest and fixed release fee, so have greater appeal. At the same time provides: when the Director of the arrangements for community chest, national fitness plan for the implementation of the platform for funds for the 60% of the total annual income of the community chest, used to make up for the shortage of funds for implementation of the platform for Olympic glory plan funding for 40%. In developed countries, has been the issuance of sports lottery as supporting the strong pillars of sports. According to the world Lottery Guide to statistics, in 1990, the world Lottery sales: US $ 65 billion, issuing country with the most amount of United States, and Canada, and France, and Germany, and Italy, and Japan. United States annual revenue of nearly US $ 4 billion of the sports betting industry. France “competitive sports development fund” annual revenues of 900 million francs, including Lottery revenues to 840 million francs, France nearly one-fourth of sports funds are obtained through lottery. Germany, and Austria, and Switzerland and other countries of the sports 76% is to rely on the Lottery funding. 1990 Italy Olympic Committee for 977 billion lire Lottery net income, expenditure of 927 billion lire for the year is greater than the IOC, football Lottery’s $ 2 billion per year. United Kingdom “Assistance Fund competitive sports” ‘s main source of funding is also relying on the issuance of sports lottery, Finland, and Belgium and the Netherlands and Israel, and many other countries in the funding of sports lottery over government funding. Japan Lottery betting one bicycle only, 1992 release reached 1.92 trillion yen. In contrast, developed countries particularly the issuance of sports lottery in Western developed countries and more flexible, there are strict laws and regulations, and Chinese sports lottery distribution channels of a single, types of lottery, games, operation way too monotonous, the National Commission had died, decrees, regulations, incomplete. But the country is aware of sports lottery in promoting sports and promoting the role of national fitness expanding consumption demand, being issued by the China computer sports lottery and soccer lottery that has been issued in some provinces and cities fully illustrates this point.
　　　　5 intangible assets of sports advertising and development
　　Exploitation of sports competitions and professional club naming rights in China, some associations have made great achievements. In 1998, the national volleyball league name “Vader”, $ 8 million revenue; the Chinese men’s Basketball League a naming rights, promotion of rights, 75% site advertising rights for sale to the international management group, income of more than 3 million dollars a year. Male Football League a naming rights, the right to promotion and most venues sell advertising right at the beginning of the League to the international management group, annual capital of 50 million Yuan. “The Chinese sports delegation” title and logo licence development, also achieved some results. 1996 Olympic Games Chinese sports delegation name licence transfer and signs and advertising sponsorship amounting to $ 40 million, 60 businesses are buying for the specified product. In 2000, the 27th Olympic Games Sports delegation, through the development of sports intangible assets, 28 companies bidding allowed to use the Chinese sports delegation of IOC and the Olympic Games in China sign, funding of $ 70 million. In early 1999, the Chinese Football Association to each round of $ 130,000 (26 round) a total price of $ 3.38 million broadcast rights transferred to the China Central television, but on the men’s Basketball League a field, TV still have to pay to China Central television as a whole. Overall games broadcast rights issues in China has not straightened out. The developed countries in the development of sports intangible assets is highly competitive. Many foreign corporations (enterprises) such as the United States, Motorola, Coca Cola, Japan’s Toshiba electric, Canon, Korea’s Samsung Electronics and other have been willing to spend a large amount of sponsored sports competitions, is the use of sports intangible assets to get their economies to maximize the benefits of successful companies. AC Milan Club to the advertising revenue of 15 million pounds to Germany the Opel car company for brand awareness; “Nike” by NBA teams, players for image ads only, spending over $ 100 million a year, billions of dollars a year in return also “Nike” boss giggling Rhapsody. Japan Fuji Photo film company statistics, sponsored in the six months after the Olympic Games in Los Angeles, product sales increased by more than 50%. Sports investment of 30 million marks per year Mercedes-Benz company credo is: for sports investment more, get the bigger the profit. Prices of games television broadcast rights soaring, price us $ 278 million in the 1984 Los Angeles Olympic Games, is US $ 700 million in 1996 Atlanta Olympic Games, 2000 Sydney Olympics television coverage costs reached US $ 1.5 billion. United States Broadcasting Company (ABC) purchased for $ 278 million and 90 million dollars of the 1984 Summer Olympics and Winter Olympics broadcast rights, through commercial advertising, to the end of 1983, the company has won the US $ 300 million. FA and United Kingdom of sky television signed a 4-year TV contract, broadcast of the television stations paid 670 million pounds. With the development of socialist market economy. Sports advertising more and more of the business community in China’s favor. Sports stars for advertising is increasing, surpassing the momentum of the stars, sport’s influence can be seen in the audience.
　　　　6 of sports population growth
　　World of sports population growth growth in demand for physical products have great promoting role. According to 1995 statistics, sports population percentage in the total population, Japan 63%, Germany 61%, United States of 56%, Norway is 52%. China’s 1996 survey of 15.5%, if 7~15sui school students and active duty military personnel included in the count, the total is around 31.4%. This data is a significant gap with developed countries. Another fifth population census results show: November 1, 2000, China’s population reached 1.295 billion. It is predicted that 2038 population peaked 1.558 billion, will then slow rendering of negative growth. This area shows population pressure remained high in the new century, but on the other hand the development of sports industry, but it is an opportunity. Because population growth in the new century is synchronized with the GDP and per capita income growth, which means that the capacity to pay of sports consumption level will continue to grow and bring sustainable prosperity of sports market. 2000 urban population accounts for 36% of the population, with the acceleration of urbanization, urban population increased, sports and consumer groups will continue to grow. 1994-1998, 1.5 is the marginal propensity to sports population of Chinese cities, namely, urban population increase in income per 1%, it sports consumption increases by 1.5%. As Chinese sports population rose has a lot of space, by the middle of 21st century, China will enter a rich phase, 1.5 billion people of wealth, consumer groups will undoubtedly become the largest in the world of sports, creating the greatest sports market.

Teachers in normal universities students are the future of the people, should give full play to its function of sports teaching and improve students ‘ understanding of physical fitness, helping them establish “health first” thinking, developing awareness of their fitness for life, it would be beneficial to their healthy growth and health of the future of teaching and living.
　　21st century science and technology progress with each passing day, has already seen an inkling knowledge economy, China formally joined the World Trade Organization, it means that everything will work with international standards, national power competition becomes more fierce. Fierce competition between countries is not only competition in the competition of talents, knowledge, is more physical, physical contest. Lasting importance education. Normal colleges and universities is the base for training qualified teachers of the people, and is the basis for training qualified talents of teachers in physical education. A qualified teachers not only to the people who love the motherland, love of education, with profound scientific knowledge, must also have a healthy body. Therefore, we attach importance to and strengthen the physical education of normal colleges and universities, and effectively implement “health first” guiding ideology, it has very special significance and far-reaching.
　　　　1 implement “health first” guiding ideology of died to be learned and painful lesson
　　Before liberation, our sports development is lagging behind, the people’s loss of condition, people in average life expectancy is only 35 years, is called “sick men of East Asia”. After liberation, party and Government attach great importance to the development of sports, concerned about the health of the people. From 1949 the enactment of the Chinese people’s political consultative conference in the anti-narcotics campaign clearly states: “promote national sport”, by 1952 Chairman Mao issued “sports for development and enhancing people’s health”, and in 1999, the CPC Central Committee and State Council on deepening education reform and comprehensively promote quality education’s decision makes it clear that: “the guiding ideology of school education to establish health first. “Through this series of effective measures, national sexual sports activities flourish, people physique greatly enhanced, people average life increased to 71.8 aged, sports career get has good of development, it has became China Socialist construction in the not missing of a item career, became enhanced people physique, rich social culture life and training de, and intellectual, and body, and beauty full development of Socialist next-generation people of important means, on socialist two civilization construction up to has good of role. However, in recent years groups of intellectuals with a high quality, there was incompatible with the dangerous situation. According to the State Council Office for restructuring economic system, the latest survey showed that intellectuals in China the average life expectancy of only 58 years, lower than the national average life expectancy of 10 years, worries about its health. Arguably the 20 years of reform and opening up, and under the cordial concern of the Government at all levels of the party, intellectuals living environment, working conditions and the treatment of the material had a very large degree to improve and enhance their life should be higher than the average life expectancy in China, but the reality is quite the opposite. I think the most important reason is that in intellectuals prevail no science to rationalize and coordinate the relationship between work, life and sports. Most of them do not pay attention to physical exercise, awareness of the lack of physical fitness and sports knowledge, not knowing the method and means of physical fitness, thus causing died appears bad phenomenon (such as Zhang guanghou, Zhong Jiaqing, Jiang zhuying died was not 50 years of excellence), and has a growing trend, this caused great shock and concern of the whole society. They should give full play to their intelligence, contribute to the construction of the motherland is the age of leaving died prematurely because of health reasons, all of it is deeply regrettable and very great regret, but also to the whole of society has sounded the alarm: people should conduct scientific physical training, learn to learn, work and life in health. Especially this group of intellectuals, more profound lessons should be learned from and bearing in mind the warning of blood. In view of these thought-provoking bitter taught Xie, help and guidance students at school correct mental attitudes, awareness, attach importance to and actively participate in physical activities, so as to develop physical fitness is good and healthy lifestyle habits is imperative. The CPC Central Committee and State Council on deepening education reform and comprehensively promote quality education’s decision pointed out: “healthy body is the basic premise of youth services for the motherland and the people, is the embodiment of the strong vitality of the Chinese nation. “This requires that we must seriously implement in physical education of” health first “guiding ideology that bear culture robust Constitution, and overall coordination of the development of qualified people’s historical mission of teachers in the future. From students actual departure, all to they of health, look Yu to students of body health mainly, under normal health of reality and features, has plan, and has purpose, and has steps and science to for sports teaching, gradually improve students of sports ability and strain ability, understanding and master about of sports knowledge, and technology and skills, society and master science exercise body of method and means, constantly to enhanced they of physique, makes students full experience fitness benefit Hou of fun and pleasure and by get of psychological meet sense, thus conducive to habit often exercise body of habits, enhanced and set Sports fitness of consciousness, for they future of career successfully development and happiness life lay solid of substances Foundation.
　　　　2 fostering lifelong healthy consciousness, pay attention to the cultivation of physical ability
　　2.1 education, playing the leading role of teachers. Sport is a means to body movement for basic, it requires that the body is directly involved in activities, which decided the sport can effectively improve and enhance the body’s health. Faced by physical education in higher normal College teachers of college students–the future of peoples is a special, the engineer of human souls. For this special student groups, in the final stage of university education, whether they form a lifelong fitness awareness, develop physical training habits, develop and enhance their physical abilities, making it lifelong and can influence their students also have the consciousness of physical fitness, the key lies in the sports of college students are accepted by the school education successfully. Physical education teachers are taught physical science knowledge, technology and skills of professionals, as perpetrators of imparting knowledge and educating people, what they did, for about 20 years old college students, and their influence is very far-reaching. Lasting importance education. Education programmes, teachers for this. Therefore, the sports teachers should be continuously learning, improving and broadening their sports science knowledge and other related knowledge, with profound knowledge and strong physique, paragons, first to set an example, to become the next people’s teacher and friend. In teaching in the should under by taught students of reality and features, full to application sports itself of charm to induced students of learning interest, science reasonable to used various interesting of teaching method and means, tried to mobilization they of learning enthusiasm, makes its xingquangran to desire participation, fired students on sports of cognitive, gradually society and master sports knowledge, and technology and skills, training participation Sports fitness of consciousness, habit often participate in sports exercise of habits, and from sports fitness of exercise in the experience body benefit of happy and achievements sense. So that after the students took to the job still attaches importance to participation in sports, has a sense of lifelong physical fitness, to maintain uninterrupted participation in physical exercise, maintain good physical condition, able to serve the country health education work for decades.


　　2.2 combining strengthening basic knowledge of physical education and practice. ‘ Things with great curiosity and interest in active participation, which made them with a strong desire for knowledge. During the College of physical education content more is dominated by technology class, very little theory, which greatly affected the students ‘ understanding and awareness of the sport itself, many knowledge does not understand or extremely fuzzy, I do not know why, it’s easy to lose interest in learning, seriously hamper the enthusiasm and initiative of their learning. Lack of learning enthusiasm and initiative, will enable them to sports indifferent to the knowledge, skills, skills to learn and master, lost interest in the sport, underestimate the erroneous ideas of physical fitness, gradually turns away from a member of the sport, and the vicious circle of poor, eventually leads to the lives of premature mortality. Therefore, in sports teaching in the we should attention and strengthening Sports Foundation knowledge of teaching, and makes theory knowledge of teaching and practice phase combination, combination sports in the appears of actual problem, told Ming thrown problem of causes and solution problem of method and means, let students immersive to know its causal relationship and they Zhijian of inherent contact, from understand reason, do know its so, more know its why. Through they own of personally experience, perception with into waste back of principle, knows sports of mystery is located, induced and provoked students of thirst for knowledge, clear sports learning of purpose and task, boot they actively join to sports teaching in the to learning knowledge, and technology and skills, gradually improve sports learning of sense and training lifelong Sports fitness of consciousness, for future of learning, and work and life lay good of Foundation.
2.3 combined teaching of gradual and orderly progress and innovation, promote the healthy development of students. Teaching and learning is the bilateral activities of teachers and students. Sports teaching system coherence, and Cheng ordered. Our task of teaching in physical education, content, requirements and methods and means, must conform to the actual level of students and the ability to accept, strictly follow from easy to difficult, gradually increasing from known to unknown, easy-to-digest, requirements. In this way, students will find interesting, when interested, also will readily accept and the use of the content of teaching and learning methods and means. Instead, if teaching task, and content, and requirements and teaching method, and teaching means and students actual degree difference very far, lack systemic and progressive sexual, no to they a gradually adaptation of process, on will “haste makes waste”, to students of learning caused difficulties, also easy caused not necessary of body hurt, its results on will makes students on learning lost interest and confidence, on this produced fear sense, gradually to away from sports, abandoned sports exercise, also on alone training its lifelong Sports Fitness consciousness, is bound will to they future of body health development left many hidden or adverse factors, caused great of regret. Meanwhile, sports teaching should has breakthrough, and has innovation, abandoned old of fetters, under teaching task, and content requirements and students reality, constantly launched novel, and easy to students accept and has game entertainment of teaching means and method, makes they in happy in the learning sports knowledge, enhanced physique, enjoy sports brings of happy and health, thus can has interest, and consciously active to participate in sports, habit exercise body of habits, has lifelong Sports fitness of consciousness, for they future health to learning, and work and life lay good of Foundation, such also on reached has sports teaching of purpose.
　　2.4 should set strict demands, guided by the teaching method of physical education. Compared with other colleges of physical education in normal colleges and universities, in addition to have the same rules, the most obvious difference is the base for training qualified teachers of the people in normal universities and teachers of these students is about is the future of the people. Teacher is the transfer and dissemination of knowledge of human civilization, full-time staff, is the engineer of human souls, as the main implementers of imparting knowledge and educating people, their every move, what will affect students ‘ moral character, habits and Outlook on life, World Outlook formation of civilization and relationship between the development of a country or nation’s future and destiny. If we in teaching people to these future teacher’s asked not to be strict and lax, will lead them to drift, lack of purpose, sense of learning and indomitable fighting spirit, not conducive to the full and healthy development of students. Practice has proven that high school teachers must have a wide range of knowledge and skill. Most of them have to work as teachers in charge, for students ‘ moral, intellectual, physical access to comprehensive health development, is to have the important responsibility of the teacher in charge. Therefore, in physical education teaching, our teachers have the responsibility and obligation of strict demands and strict management of the students. Known as a strict teacher produces outstanding students, is the practice of education in our country for a long time that universal experience and broad. This strict not only is teaching of strictly, also is management of strictly, we should inherited and carry forward this fine of traditional, and through sports teaching training they of sense, and hard, and tenacious fighting, and actively up and solidarity collaboration of team spirit, help students awareness sports of law, master sports science of basic knowledge, and technology and skills, more has solutions and master some science of Sports Fitness method and means, makes they in future of teaching in the can preaches, for its students of model, learning of example, this on more has convincing and influence, on they of students of health growth very useful.
　　Physical teaching characteristics should be combined with normal, not only to teach students of sports knowledge, technology, skills, and enhance their physical, but also to help them develop exercise habits, develop their consciousness of lifelong physical fitness, to their health habits and a healthy body to influence and shape the next generation of health. To avoid the students leave school, ignore the sport occurred graduate school sports (terminate) unhealthy. Sports teaching in normal colleges should look after the students towards the community to learn, work and live healthy, happy, focused on sports teaching effect of the long-term nature of student life. Many education experts agree: master learning way more important than Mastery Learning content. Therefore, sports teaching should under teaching task, and teaching features and students of reality, flexible to select and used different of teaching method and means, create a easily, and pleasant, and comfortable of teaching environment and learning environment, to targeted, emphasizes effectiveness, by explaining specially practiced, both attention students of “society”, more attention they of “will learn”, Church students how to learning, will by analogy, apperception of creative of learning, and not just limitations Yu learning a specific knowledge, especially to attention on students learning method of demonstration teaching, learning process of guidance, learning law of prompted, learning ability of training, mining and mobilization students of potential ability, promote students diligent thinking, and at thinking, society multi-directional thinking, improve they observation with questions, and analysis problem, and solution problem of ability, turn adjustment itself of learning policy, from found for itself features of learning and exercise of method and means, makes they can mood pleasant, and consciously to, and youziyouwei to ready to learning, conducive to improve they of self learning and self exercise of ability, thus benefit lifelong.
2.5 focus on extracurricular sports activities of the Organization and guidance. Extracurricular activities are an important part of school physical education, sports to consolidate and expand the students ‘ scientific knowledge, technology, skills, increase their physical fitness, habit of exercise and training of lifelong sports consciousness has important significance. It is both a physical extension of the teaching of College, is the second classroom in the teaching of physical education lessons, but it is also important elements of a rich and lively students ‘ extracurricular cultural life and means, to their ability of independent activities. Due to colorful extracurricular activities, and exercise methods and means of organization of and variety, can enrich students ‘ lives, expand their activities, stimulating their interests, develop their skills and display their personalities, good for their overall health development, by the majority of students welcome, it is the important way to achieve physical tasks. Therefore, the sports teachers should pay attention to implementation of extracurricular sports activities, expand its activities, using various methods and means for students ‘ interests, hobbies, and physical conditions, combined with the condition of school sports facilities and regional characteristics of sport, using his sports expertise into full play, purposeful, planned and organized extracurricular activities for students conduct scientific guidance. Students participating in extracurricular sports activities can be selected based on their interests, hobbies, extra long voluntary activities suitable for the characteristics of content and form, become the real masters of the activity, in the event of the show enjoy its ability, give full play to their strengths, from which to enjoy the fun of sports. While sports teachers to for students of reality and features, varies from person to to organization and guidance they for activities, makes students can better to learning and master science of sports knowledge, and correctly of movement skills and science of exercise method and means, and has difference to departure different of movement prescription, help students science to select for they development of Sports Fitness content and method and means, thus gradually training students participate in sports exercise of interest, habit often participate in sports exercise of habits, training lifelong Sports fitness of consciousness.