Analysis on the Role of Private Sports Organizations in the Promotion of Mass Sp

Abstract. The United States of America is one of developed countries in which mass sports have attained a very excellent development today. In the country, the private sports organizations, which are in existence thanks to all sorts of social forces, have been a backbone for the flourishing development of its mass sports. Through a variety of sports services activities, the different levels of the needs of consumers on mass sports have been satisfied by these organizations, promoting the dynamic combination between the industrialization and socialization of mass sports of the United States. The reasons why the private sports organizations of the United States play an important role in the promotion of mass sports are the effective management systems of the federal and local governments and benefited from the unique cultural values of the country. This can be introduced in China for exploring the management system of mass sports.

Key words:Private Sports Organizations; Mass Sports; Promotion

1.Overview of Private Sports Organizations Related to Mass Sports

According to the statistics, the number of the non-governmental organizations which have a close connection with mass sports has reached more than 317 in the United States of America.

1.1.State-level and local clubs branches of single sports associations and industry sports organizations

At the present time, there have been about 206 single sports associations and industry sports organizations in the United States, and also their state-level and local clubs branches have been established and promoted one their own all over the country.

For example, the National Hockey League (NHL) is the most influential nationwide professional hockey organization currently.

1.2.Amateur sports organization

On a national scale, the Amateur Athletic Union of the United States is a large social organization, which is responsible for the management of the youth sports.

In addition, American Alliance for Health, Physical Education, and Recreation & Dance (AAHPERD) is also a very important organization for mass sports.

1.3.Voluntary organizations

These organizations mainly include Scout Camp, boys scout group, and girls scout group, American boys club, and American girls club, and so on.

1.4.Religious organizations

In the United States, the religious organizations have also played a very important role in the organizations of mass sports and especially the extracurricular sports activities of teenagers.

In addition, religious organizations such as Young Men's Christian Association (YMCA) and Young Women's Christian Association (YWCA) are also very important members of the United States Olympic Committee (USOC).

1.5.Racial groups

Some racial groups in the United States also have strong traditional sports, such as Association of Jewish Community Centers.

2.Role of Private Sports Organizations in the Promotion of Mass Sports of the United States―Meeting the Different Levels of Needs on Mass Sports

In this paper, the youth sports are taken as an example: Amateur Athletic Union of the United States is responsible for the management of sports of the youth, and it has established a series of plans with a wide range for the promotion and development of the sports of the youth.

A great number of voluntary organizations also take initiative to participate in the promotion of the sports activities of the youth communities. Some religious groups try to promote their religious ideologies through the development of the sports of the youth, and this also drives the popularity of mass sports in an objective sense.

It is worth mentioning that the United States Olympic Committee, as the most important coordinating organization in thesports of the United States, plays a very important role in the vigorous development of mass sports.

3.Reasons why Private Sports Organizations Play an Important Role in the Promotion of Mass Sports

3.1.Federal governments give the right of autonomy to non-governmental sports organizations, and local community governments play a coordinating role

According to the statistics, the number of the non-governmental organizations which have a close connection with mass sports has reached more than 317 in the United States of America.

Whether the dedicated sports organizations or other social organizations related to sports, all of them maintain highly strong independence and self-governing in the organizational management of the sports, and in the process the government of the United States only provides the most fundamental venues and facilities for these organizations.

The development of the society of the United States is always based on the community-based development. Now, it has been known to all that the community management system is more personalized in the United States, and also the management models of many communities are not exactly the same.

However, the sports of 80% of the communities are under the management of the leisure and park departments of community government, and also the sports in other communities are managed by health and cultural departments.

In addition, park and leisure commissions have been established by most community governments, for the purpose of directly managing community parks and community centers.

3.2.Local governments provides financial support for private sports organizations

Investments, which are placed by the government of the United States and especially the local government, occupy a large proportion of the total investment in sports. The Department of Recreation and Parks which is responsible for the management of mass sports in the Los Angeles of the United States is taken for an example: the budgetary fund is $ 100-200 million each year, in which about 70% sources from the government budget, and about 15% comes from the special funds of federal and state governments.

In addition to direct funding, the enthusiasm of the social organizations is mobilized by the government of the United States through the tax preferential policy in the promotion of mass sports.

3.3.The unique volunteer culture of the United States increases vigor for private sports organizations

The United States of America is a country, in which volunteer culture is respected highly. The Los Angeles of the United States is taken for an example. There are more than 1900 full-time employees in the management organization of mass sports (the Department of Recreation and Parks).

However, the number of the volunteers who work in the department is greatly higher than the number of the full-time employees, reaching over 5000.

4.Enlightenment on the Management System for China's mass sports organization

Since the reform and opening-up policy were implemented in China, the improvement of the people's living standard has created good conditions for the development of the entertainment consumption market of mass sports, and simultaneously mass sports have begun to transform from welfare orientation to consumption orientation, from undertaking orientation to management orientation, and from administration model to socialization. In this process, the mass sports organizations play an important role in China with a gradual step.

However, in contrast to the countries with developed market economy, the strength of the private sports organizations is still very weak in China; the administrative plans in mass sports are still very obvious; the organizational level of mass sports is not enough to be high. This shows that there are a large number of aspects to be improved in the management system of mass sports in the future.

4.1.Changing the management system of mass sports organizations, and giving full play to promotion of these organizations in the promotion of mass sports

At present, Chinese private sports organization is in shortage of authority in politics and independence in economics, and this is one of the major factors imposing restrictions on the full playing of the organizations of mass sports.

Due to the influence of the planned economy system, almost all sports resources in society have been monopolized by government, and also the dependence on the organization and management of China's mass sports has been in depth.

According to the Temporary Provisions on the Working Standards for the State Sports Commission Project Management Center, the center is directly subject to the General Administration of Sport of China undertaking the management functions of sports items, and is a standing administrative body of the national single sports association responsible for all kinds of work of the managed projects.

Among the provisions, one of the major responsibilities is guiding and promoting the activities of mass sports. However, because a more detailed description is in shortage in this responsibility, the management centers of all sports in China have not formulated the specific plans for the promotion of mass sports, and do not play their due leading roles in the promotion of mass sports.

In addition, the government departments hold a very cautious attitude towards delegating power to the lower levels, because they still have a doubt whether the private sports organizations can play their due responsibility.

Under the present condition that the market economy system of China continues to be improved, I is necessary for the governments and project management centers at all levels to provide not only supports for the development of mass sports organizations, but also more relaxed conditions for the development of the sports associations in the public opinion, policy and management systems.

At the same time, it is also necessary for the mass sports organizations to make an enhancement to their own promotion and management functions.

The good news is that the welfare community sports service system which is oriented at Community Sport Park has been preliminarily established by government, and plays a leading role as well at present; the club-oriented welfare community sports service system, which is established corporately by government and private mass sports organizations. Therefore, the way for carrying out the mass sports of communities has been established preliminarily in China.

4.2.Government provides legislative norms and financial supports for mass sports organizations

At present, China's government has enacted a series of laws and regulations, and some of them touch upon the provisions related to mass sports organizations. This suggests that the tendency of China's sports socialization and the exertion of the functions of mass sports organizations are receiving the legal protections.

In addition to the regulations and guarantee of legislation, financial support is also a foundation for the playing of the role of mass sports organizations.

In recent years, Chinese government has enlarged the financial supports to mass sports organizations. By the end of 2007, General Administration of Sport of China has invested nearly $400 million in total to help undeveloped areas and western regions in the construction of 258 snow carbon projects, making 26 provinces (autonomous regions and municipalities) benefited.

In the process, the total investment capital exceeded 7000 RMB; 20 popular fitness activities bases and 32 national youth outdoor sports camps were constructed all over the country.

Besides, it is also necessary for government to encourage mass sports organizations to play their role in the promotion of mass sports through a variety of financial incentive policies such as reduction or remission of taxes that are mentioned above.

5. References

[1]Wenchen Liu. Study on Masses' Sports Development of Foreign Countries. Journal of Harbin Physical Education Institute, 2006 (03).

[2]Xinguang Dong. Impression and Thought on the Management of Mass Sports. Journal of Tianjin Institute of Physical Education, 2002 (03).

[3]Guoling Li. Development of Sport Leisure in Neoteric America. Journal of Chengdu Sport University, 2005 (02).

[4]China Mass Sports Present Situation Investigation Group. Investigation and Research on China Mass Sports. Beijing Sport University Press, 2007.