Market Generation Logic and Development Strategy Selection of Chinese Professional Sports from the Perspective of Economic Sociology

The reform of sports management system, which leads to separated management, leads the return to market development practice of Chinese professional sports, and how to carry out market construction becomes an important problem. From the perspective of economic sociology, to explore the marketing development logic of Chinese and Western professional sports, the study found out that the Chinese professional sports market logic may be different from the West, which basic characteristics as:the competition market after the consumer market;and the first club business, then players and other production resources market, finally the league market operating entity. The logical deviation may restrict the development of professional sports in China, because the formation logic questions have between the market and government promotion. To solve, we need to jump out of Western logic, take the Chinese characteristics of professional sports market development. And some strategies such as:should be converted to the development ideas, to optimize the reshaping of market development ecology;transformed the mode of development and reversed the market development path, giving priority to consumer market cultivation to promote follow-up market construction;shifted development priorities, to focus on urban communities to strengthen consumer market cultivation.