# “Internet Plus” Sports Industry of New Business Development Model

Authors: Xiaofang Yang
Journal: Wireless Communications and Mobile Computing
 (2022)

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## Abstract

In recent years, with the development of information technology, “internet plus” has become the main way to promote the development of sports industry, and keeping the sustainable development of sports has also become the most challenging topic in the sports field. In order to solve the sustainable development of sports industry, this paper analyzes the problems of traditional sports industry in product types, marketing models and management, and applies “internet plus” to sports industry, forming new industries such as Internet broadcasting, intelligent software and hardware, e-commerce, and e-sports, realizing humanized and intelligent products, diversified organizational forms, and innovative management models. Through the connotation and classification of “internet plus sports,” it integrates and analyzes the new format. The results show that the innovative development of new formats can be realized through product and business integration, product positioning optimization, and active industry guidance, and a “high+new” industrial structural development model can be formed. On the basis that the government and market mechanism do not conform to the economic development, through the optimization of collectivized industrial organization, a “collectivized” organizational model has been formed, and a new format of “internet plus” sports industry has been constructed. The research results have laid a solid theoretical foundation for the development of “internet plus sports.”


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## Body

## 1. Introduction

With the release of “Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption” by the State Council, sports industry has become a hot industry in economic development [1, 2]. Under the environment of internet plus, the sports industry began to explore new ways and businesses of industrial development [3]. As a new technology, internet plus’s application in various fields has become the new normal and the future economic development strategy. As a new product of the Internet information age, can it meet people’s daily needs and provide convenience for people to obtain information [4–6]? At the same time, it realizes the optimal allocation of resources and promotes the continuous improvement of productivity [7]. The combination of “internet plus” and traditional industries will further provide new commodities and production methods for industrial development, so that the economy and society can enjoy the fruits brought by the Internet.“Internet plus” is an application program that provides convenient production and services for various departments through the Internet, big data, cloud computing, and other science and technology. Through the constant mutual development of internet plus technology, a new “internet plus” environment has been built [8, 9]. Some researchers believe that internet plus is based on the path support of the Internet platform, which can realize the integration of all walks of life, not only save costs, but also improve production efficiency, promote resource sharing, achieve industrial upgrading, and continuously extend new businesses, new models, and new industries, establish an interconnected industrial network, and form a new industrial form [10–12]. Based on the development strategy of “internet plus,” some researchers use the Internet platform to form a new format by connecting a number of different industries [13].With the rapid development of internet plus, the term “format” has gradually developed from being only used in the retail industry to being used to determine the specific form of service [14]. Some researchers apply the format to the field of economics, that is, the form of business, and combine the form and efficiency into one. At present, the format has been taken as the key research keyword by the economics and social science research. Some researchers think that business form is an industry or industry form, which is a high-level summary and description of the company’s organizational form, management mode, and profit mode and can also be considered the manifestation of industrial operation and organization [15, 16]. In the environment of “internet plus,” great changes have taken place in the commodity types, management methods, ways, and systems of organization of the sports industry, which is brought about by the Internet technology and is called the new sports format under the Internet environment, namely the Internet sports industry. Some researchers have deduced the development model of waiters under the Internet based on the industrial structure and the way of industrial structure optimization. By means of industrial organization, some research studies have constructed a new industrial development model in the development of cultural tourism industry, focusing on the theory of industrial organization [17, 18]. At the same time, it can also outline the development model of sports industry from organizational form, method, productivity, and management mode and realize it through government policies and systems. Therefore, the current research mainly analyzes the new format development mode of sports industry under the background of “internet plus” from three aspects: industrial structure, organization, and policy (Figure 1).Figure 1
Structure diagram of industrial development mode.For internet plus sports, the application of internet technology in the sports industry is regarded as an important development direction of the traditional sports industry, which can realize the deep integration of the two fields and create a new industrial form, thus changing the commodity form, organizational form, management mode, etc. of the sports industry. It can also realize the sharing of sports information, the broadcast of sports events, and the sale of new sports products. By concentrating the production, sales, and consumption of sports products on the Internet, we can realize the information sharing of various industry entities, better set up a new management model, and explore a new profit model. By analyzing the problems existing in the traditional sports industry, this paper applies “internet plus” to the sports industry, realizing humanization and intelligence of products, diversification of organizational forms, and innovation of management mode. Through the connotation and classification of “internet plus sports,” a new format is formed and its development trend is analyzed, which lays a solid theoretical foundation for the development of “internet plus sports.”


## 2. The Development Status of New Sports Industry in Internet Plus

### 2.1. Internet Plus Sports Development Opportunities

The “internet plus” environment has provided good support conditions for sports, and the government is strongly supporting and encouraging it. Documents such as the National Sports Fitness Program (2021-2025) issued by the State Council focus on supporting the intelligent services of national sports fitness, and supporting emerging industries such as intelligent sports, cloud events, and virtual sports. With the support of government policies, along with the continuous maturity of e-commerce, it has ushered in an opportunity for the vigorous development of sports in internet plus.“Internet plus” technology provides new technical support for the development of sports industry, making sports more open, interactive, and shared and further forming the trend of nationwide fitness and persistence in fitness. At the same time, with the support of innovative technology, App and other programs expand the thinking of all-round development for sports enthusiasts, provide more and better platforms, and fully optimize the allocation of sports resources. Sports service platforms have been launched in many places in China, and sports players can realize the functions of event booking, training registration, etc. only by using mobile phones. With the support of new technology, the integration of online and offline booking, payment, and other links optimizes the convenience of sports and improves the sense of sports experience.With the development of new sports format in internet plus, it is imperative to integrate and reconfigure sports resources. At present, internet plus sports has made more enterprises focus on the O2O field, continuously increasing online sports services, venue reservation, curriculum arrangement, online training, etc., providing sports enthusiasts with richer and more convenient service contents and channels, realizing the precise matching of supply and demand of sports products, and providing a direction for the integration of sports industry resources.


### 2.2. Current Situation of Sports Development in Internet Plus

#### 2.2.1. Event Broadcast Industry

In 2015, the broadcasting rights of major sports events were bought and sold, and sports broadcasters such as Ali, LeTV, and Tencent launched a copyright war, striving for as many online broadcasting rights as possible, breaking CCTV’s monopoly on the broadcasting of sports events, and China officially entered the era of commercial operation. Table1 shows the ways for sports fans to watch sports events. According to statistical data, at present, sports fans mainly watch sports events through the Internet.Table 1
Ways for sports fans to watch sports events.
Viewing wayWatch TVNetworkLive eventsTotal number of people116283101Proportion (%)23.256.620.2In 2019, Tencent spent US$ 500 million and won the Internet copyright of the NBA, an international competition. In August of the same year, PPTV spent 250 million euros to obtain the exclusive all-media copyright of UEFA Europa League. With the rapid development of science and technology, the quality of broadcast pictures of sports events has been greatly improved. Tencent Sports has introduced 1080P blue light, LeTV Sports has developed a 360-degree panoramic view, and CCTV5+ adopts the VOOGOLF ball motion track restoration technology to provide clearer and smoother experience for sports event viewers.


#### 2.2.2. Intelligent Hardware and Software Industry

With the rise of mobile Internet, mobile phones have become an indispensable tool in life, bringing more convenience to people. With people’s emphasis on physical health, various sports apps have become necessary for mobile phones. At present, the revenue of sports software has increased from 108 million yuan in 2010 to 352 million yuan in 2021.Focusing on various mobile phone sports software, in order to meet the sports needs of different consumers, the software realizes exercise at home and scientific fitness by analyzing the sports state of athletes and can also share sports data, sports state, and exchange experiences. As a running software, “Goo Dong” is the first sports social software with GPS function, with more than 20 million users. The software includes three functions: sports data, finding all kinds of information and events, and learning about the sports status of friends nearby. Hot Fitness is a mobile fitness tool, focusing on creating a sports software that integrates teaching and social activities and pushing a short-term high-quality video course according to the customer’s sports data.With the further development of science and technology, all kinds of sports equipment are high-tech, and all kinds of scientific and technological elements are integrated in both function and design to meet the needs of sports enthusiasts, which can achieve the effect of scientific exercise. Through some intelligent equipment developed by Internet technology, athletes can always know their own exercise intensity and physical condition. At present, intelligent devices appear in all kinds of large-scale competitions, especially in football and basketball competitions with high attention. During the competition, the intelligent ball can be used to record the data of the ball movement, which makes it more intuitive for athletes to know the ball track, strength, and other information in the process of the competition data.


#### 2.2.3. Sports e-Commerce Industry

As the product of e-commerce in the Internet era, with the rapid development of e-commerce in Ali and JD.COM, people’s shopping has changed from traditional offline physical stores to buying things through mobile phones and computers, among which sports category includes sportswear, equipment and other complete types. At the same time, due to the variety of styles, the degree of professionalism is lacking, which provides business opportunities for professional sports brand e-commerce. Youwang, as one of the e-commerce companies specializing in selling sports equipment, has been in operation since 2007, but it has been tepid because of the government monopoly of sports industry. Today, with the increasingly developed sports industry, Youge (http://Youge.com/) adopts the O2O sales model, which provides professional sports products online. Offline physical stores can meet the demand of online orders and offline self-raising and can also directly shop online for consumers to choose on the spot. At the same time, Youge (http://Youge.com/) also has perfect after-sales service and value-added services, such as cable pulling, equipment maintenance, and event registration, thus realizing all-round meeting of sports fans’ consumption needs. At present, Youge has many offline stores, covering 60% of cities in China.


## 2.1. Internet Plus Sports Development Opportunities

The “internet plus” environment has provided good support conditions for sports, and the government is strongly supporting and encouraging it. Documents such as the National Sports Fitness Program (2021-2025) issued by the State Council focus on supporting the intelligent services of national sports fitness, and supporting emerging industries such as intelligent sports, cloud events, and virtual sports. With the support of government policies, along with the continuous maturity of e-commerce, it has ushered in an opportunity for the vigorous development of sports in internet plus.“Internet plus” technology provides new technical support for the development of sports industry, making sports more open, interactive, and shared and further forming the trend of nationwide fitness and persistence in fitness. At the same time, with the support of innovative technology, App and other programs expand the thinking of all-round development for sports enthusiasts, provide more and better platforms, and fully optimize the allocation of sports resources. Sports service platforms have been launched in many places in China, and sports players can realize the functions of event booking, training registration, etc. only by using mobile phones. With the support of new technology, the integration of online and offline booking, payment, and other links optimizes the convenience of sports and improves the sense of sports experience.With the development of new sports format in internet plus, it is imperative to integrate and reconfigure sports resources. At present, internet plus sports has made more enterprises focus on the O2O field, continuously increasing online sports services, venue reservation, curriculum arrangement, online training, etc., providing sports enthusiasts with richer and more convenient service contents and channels, realizing the precise matching of supply and demand of sports products, and providing a direction for the integration of sports industry resources.


## 2.2. Current Situation of Sports Development in Internet Plus

### 2.2.1. Event Broadcast Industry

In 2015, the broadcasting rights of major sports events were bought and sold, and sports broadcasters such as Ali, LeTV, and Tencent launched a copyright war, striving for as many online broadcasting rights as possible, breaking CCTV’s monopoly on the broadcasting of sports events, and China officially entered the era of commercial operation. Table1 shows the ways for sports fans to watch sports events. According to statistical data, at present, sports fans mainly watch sports events through the Internet.Table 1
Ways for sports fans to watch sports events.
Viewing wayWatch TVNetworkLive eventsTotal number of people116283101Proportion (%)23.256.620.2In 2019, Tencent spent US$ 500 million and won the Internet copyright of the NBA, an international competition. In August of the same year, PPTV spent 250 million euros to obtain the exclusive all-media copyright of UEFA Europa League. With the rapid development of science and technology, the quality of broadcast pictures of sports events has been greatly improved. Tencent Sports has introduced 1080P blue light, LeTV Sports has developed a 360-degree panoramic view, and CCTV5+ adopts the VOOGOLF ball motion track restoration technology to provide clearer and smoother experience for sports event viewers.


### 2.2.2. Intelligent Hardware and Software Industry

With the rise of mobile Internet, mobile phones have become an indispensable tool in life, bringing more convenience to people. With people’s emphasis on physical health, various sports apps have become necessary for mobile phones. At present, the revenue of sports software has increased from 108 million yuan in 2010 to 352 million yuan in 2021.Focusing on various mobile phone sports software, in order to meet the sports needs of different consumers, the software realizes exercise at home and scientific fitness by analyzing the sports state of athletes and can also share sports data, sports state, and exchange experiences. As a running software, “Goo Dong” is the first sports social software with GPS function, with more than 20 million users. The software includes three functions: sports data, finding all kinds of information and events, and learning about the sports status of friends nearby. Hot Fitness is a mobile fitness tool, focusing on creating a sports software that integrates teaching and social activities and pushing a short-term high-quality video course according to the customer’s sports data.With the further development of science and technology, all kinds of sports equipment are high-tech, and all kinds of scientific and technological elements are integrated in both function and design to meet the needs of sports enthusiasts, which can achieve the effect of scientific exercise. Through some intelligent equipment developed by Internet technology, athletes can always know their own exercise intensity and physical condition. At present, intelligent devices appear in all kinds of large-scale competitions, especially in football and basketball competitions with high attention. During the competition, the intelligent ball can be used to record the data of the ball movement, which makes it more intuitive for athletes to know the ball track, strength, and other information in the process of the competition data.


### 2.2.3. Sports e-Commerce Industry

As the product of e-commerce in the Internet era, with the rapid development of e-commerce in Ali and JD.COM, people’s shopping has changed from traditional offline physical stores to buying things through mobile phones and computers, among which sports category includes sportswear, equipment and other complete types. At the same time, due to the variety of styles, the degree of professionalism is lacking, which provides business opportunities for professional sports brand e-commerce. Youwang, as one of the e-commerce companies specializing in selling sports equipment, has been in operation since 2007, but it has been tepid because of the government monopoly of sports industry. Today, with the increasingly developed sports industry, Youge (http://Youge.com/) adopts the O2O sales model, which provides professional sports products online. Offline physical stores can meet the demand of online orders and offline self-raising and can also directly shop online for consumers to choose on the spot. At the same time, Youge (http://Youge.com/) also has perfect after-sales service and value-added services, such as cable pulling, equipment maintenance, and event registration, thus realizing all-round meeting of sports fans’ consumption needs. At present, Youge has many offline stores, covering 60% of cities in China.


## 2.2.1. Event Broadcast Industry

In 2015, the broadcasting rights of major sports events were bought and sold, and sports broadcasters such as Ali, LeTV, and Tencent launched a copyright war, striving for as many online broadcasting rights as possible, breaking CCTV’s monopoly on the broadcasting of sports events, and China officially entered the era of commercial operation. Table1 shows the ways for sports fans to watch sports events. According to statistical data, at present, sports fans mainly watch sports events through the Internet.Table 1
Ways for sports fans to watch sports events.
Viewing wayWatch TVNetworkLive eventsTotal number of people116283101Proportion (%)23.256.620.2In 2019, Tencent spent US$ 500 million and won the Internet copyright of the NBA, an international competition. In August of the same year, PPTV spent 250 million euros to obtain the exclusive all-media copyright of UEFA Europa League. With the rapid development of science and technology, the quality of broadcast pictures of sports events has been greatly improved. Tencent Sports has introduced 1080P blue light, LeTV Sports has developed a 360-degree panoramic view, and CCTV5+ adopts the VOOGOLF ball motion track restoration technology to provide clearer and smoother experience for sports event viewers.


## 2.2.2. Intelligent Hardware and Software Industry

With the rise of mobile Internet, mobile phones have become an indispensable tool in life, bringing more convenience to people. With people’s emphasis on physical health, various sports apps have become necessary for mobile phones. At present, the revenue of sports software has increased from 108 million yuan in 2010 to 352 million yuan in 2021.Focusing on various mobile phone sports software, in order to meet the sports needs of different consumers, the software realizes exercise at home and scientific fitness by analyzing the sports state of athletes and can also share sports data, sports state, and exchange experiences. As a running software, “Goo Dong” is the first sports social software with GPS function, with more than 20 million users. The software includes three functions: sports data, finding all kinds of information and events, and learning about the sports status of friends nearby. Hot Fitness is a mobile fitness tool, focusing on creating a sports software that integrates teaching and social activities and pushing a short-term high-quality video course according to the customer’s sports data.With the further development of science and technology, all kinds of sports equipment are high-tech, and all kinds of scientific and technological elements are integrated in both function and design to meet the needs of sports enthusiasts, which can achieve the effect of scientific exercise. Through some intelligent equipment developed by Internet technology, athletes can always know their own exercise intensity and physical condition. At present, intelligent devices appear in all kinds of large-scale competitions, especially in football and basketball competitions with high attention. During the competition, the intelligent ball can be used to record the data of the ball movement, which makes it more intuitive for athletes to know the ball track, strength, and other information in the process of the competition data.


## 2.2.3. Sports e-Commerce Industry

As the product of e-commerce in the Internet era, with the rapid development of e-commerce in Ali and JD.COM, people’s shopping has changed from traditional offline physical stores to buying things through mobile phones and computers, among which sports category includes sportswear, equipment and other complete types. At the same time, due to the variety of styles, the degree of professionalism is lacking, which provides business opportunities for professional sports brand e-commerce. Youwang, as one of the e-commerce companies specializing in selling sports equipment, has been in operation since 2007, but it has been tepid because of the government monopoly of sports industry. Today, with the increasingly developed sports industry, Youge (http://Youge.com/) adopts the O2O sales model, which provides professional sports products online. Offline physical stores can meet the demand of online orders and offline self-raising and can also directly shop online for consumers to choose on the spot. At the same time, Youge (http://Youge.com/) also has perfect after-sales service and value-added services, such as cable pulling, equipment maintenance, and event registration, thus realizing all-round meeting of sports fans’ consumption needs. At present, Youge has many offline stores, covering 60% of cities in China.


## 3. New Format Pattern of Sports Industry in Internet Plus

In this paper, under the background of the new format through questionnaire survey, the degree of users’ understanding of “internet plus sports” is counted, and the survey results are shown in Table2. As can be seen from Table 2, users’ understanding of “internet plus sports” is in line with their needs, which shows that there is still a lot of room for improvement in internet plus’s sports industry. When users fully understand and take the initiative to accept it, the industrial development effect will become better. The development mode of sports industry in internet plus will be developed from three aspects: industrial structure, organization, and policy (Figure 2).Table 2
Users know about “internet plus sports”.
CategoryVery well understoodComparative understandingGeneral understandingHave no ideaTotalTotal number of people4318711421365Figure 2
The development model of new sports industry in internet plus.


### 3.1. Internet Plus Sports Industry Structure “High+New” Optimization Model

With the continuous refinement of social division of labor, one enterprise cannot undertake the whole process of production and sales of a product, so many enterprises must unite to realize the whole process of product development, production, sales, and after-sales, so as to promote efficient market division of labor. Sports in internet plus has formed a unique “internet plus sports” industrial chain. By constantly optimizing and adjusting the industrial chain layout, the organizational efficiency can be improved. By integrating communication technology, using a network platform to share functions and efficiently distribute sports resources, the phenomenon of monopoly of traditional sports has been broken. Through the internal competition among enterprises, all elements and links of the sports industry chain will be promoted to achieve professional and efficient cooperation, so that the industry chain will be infiltrated by technology and market, and all nodes in the industry chain will be optimized to form a coordinated and unified sports industry chain in internet plus. Compared with the traditional industrial chain, the new format of internet plus sports industry is highly interdependent, and it is impossible to form a completely independent enterprise. The market division is clear, and the networked industrial chain can not only save a lot of costs but also maximize the value.“Internet plus sports,” as a new industry formed by the deep integration of traditional sports industry and the Internet, has realized the innovation of industrial form, organization, and management through big data, cloud computing, and other technologies. Innovation essentially improves production efficiency and product quality, makes market competition more complete, and promotes the better development of sports industry. According to the current industrial situation in China, the sports in internet plus has not been truly integrated. At present, the Internet has only carried out technical reforms in production and service for the sports industry, creating new products such as mobile phone sports software, sales of intelligent equipment, and Internet broadcasting. However, the organization and management have not been truly integrated, and a perfect market system has not yet been formed. Therefore, the application of advanced technology in the sports industry needs to be further promoted, and only the real integration of the market is the development and future of the sports industry in internet plus.In order to realize the deep integration of Internet and sports industry, we should first promote the long-term development of sports industry in internet plus through the continuous growth of demand. When producing and selling sports products in internet plus, we need to conduct demand survey and fully understand the market demand before launching new sports products. Secondly, the integration of the Internet and sports industry has continuously expanded the market scope and resource allocation, changed the competitive relationship among enterprises and brought about conflicts of interest distribution, which brought great challenges to industrial organization and management, especially the marketization of Internet broadcasting. Finally, the integration of the organization and management methods of the Internet and sports industry should not only consider the nature of public and service products but also pay attention to the information sharing risks of the Internet industry, so as to ensure the sustainable development of new industries and finally achieve market integration.


### 3.2. Internet Plus Sports Industry Group Organization Mode

With the digital economy and economic globalization, market failures and government failures often appear in industrial organizations, and the industry has been unable to meet the current economic development needs. As a new industrial organization, enterprise collectivization is highly valued by economists all over the world. With the development of sports industry in internet plus today, the demand of intermediate links and terminals of the industry is changing greatly, and the demand of consumers is becoming more diversified and changing rapidly. Especially in sports in which consumers participate, the individualized demand is getting higher and higher. Technological innovations and new combinations are constantly emerging, and the updates of intelligent sports products, event broadcast platforms, sports software, etc. far exceed the updates of products, which leads to the increasing transaction costs and the depth of resource reallocation, showing the rising coupling costs.The formation of enterprise collectivization, fully equipped with strong capital strength to cope with the coupling cost of industrial sustainable development, is easy to form a good brand attraction, which can attract both consumers and high-level scientific and technological talents, and develop high-end scientific and technological products. Compared with government regulation and control, enterprise collectivization itself can better understand the industrial development trend and grasp the sustainable development of the industry in an all-round way, and its strategic effectiveness is more in line with the industrial development trend than policy planning. Enterprise collectivization controls the operation rhythm of the industrial chain through its strong strength, and the standards formulated by the group are the industry standards, which can constrain the operation rules of the industry and ensure the sound development of the industry.Enterprise collectivization guarantees the application of new technology by providing finance and personnel, and the investment will soon be transformed into the physical capital of the enterprise, and the new technology will be commercialized by establishing a knowledge base. The large-scale production and transportation of products is very important, which is the driving force for gradually expanding the product market scale and effectively globalizing the market. The scientific and technological research and development within the enterprise group has become the core of the enterprise’s economic progress. Internet plus’s sports industry is supported by information technology as the core. All enterprises share resources and information to achieve cooperation, but the information cost has also become an additional cost in the transactions of all enterprises. Studies have shown that when an enterprise grasps the core technical resources, it can greatly save costs when expanding other businesses. Therefore, it is inevitable for sports development in internet plus to adopt collectivization, and enterprise collectivization will be a new market force and play an irreplaceable core role in industrial development. At present, China’s sports industry is moving towards a deadministrative management mode and gradually realizing marketization. However, China’s internet plus sports market is in the initial stage, and it has not yet formed a collectivized mode. All enterprises are still developing freely, which will easily lead to market disorder and waste of resources, and it still needs the government’s macro control. The road of enterprise group organization cannot be realized by any one enterprise. It must be a large enterprise with strength, scale, and resources to form a large enterprise group by merging other small enterprises in the industrial chain. For the sports industry in internet plus, the enterprises with existing competition copyright can be integrated with the competition marketing, broadcast platform, and product sales enterprises to form a group enterprise with a certain scale and strength.


### 3.3. Personalization and Intelligence of Product Types

The products of internet plus’s sports industry are divided into service-oriented products and material products. The biggest feature of service-oriented products is personalization, which embodies the people-oriented national development strategy and is also in line with the choice of sustainable development of service industry. It brings the convenience of information collection and sharing to the Internet sports industry, so that enterprises can fully understand the individual situation of consumers. At present, most of the new gymnasiums adopt Internet technology, which records the clients’ exercise situation at any time and tests their physical functions every time after fitness, thus forming a targeted and personalized exercise program, which is convenient for clients to establish scientific and reasonable exercise.With the development of information technology, various new types of live broadcast of sports events, sports service software, and social platforms are becoming richer and more complete, but there are some differences in the functions of various software. These products can not only meet people’s social and entertainment needs but also set their own personality space according to their own characteristics, so as to realize the personalized development needs of consumers in the new era.The intelligence of material products is the product of internet plus sports. Intelligent products have become the product of sports quality that consumers are pursuing at present, and it is also the welfare that the Internet brings to sports. At present, all kinds of new-type intelligent sports equipment can construct sports events according to consumers’ posture characteristics and master the dynamic state of the body during sports. These intelligent products not only ensure the safety of sports but also improve the sports level and fitness effect.


## 3.1. Internet Plus Sports Industry Structure “High+New” Optimization Model

With the continuous refinement of social division of labor, one enterprise cannot undertake the whole process of production and sales of a product, so many enterprises must unite to realize the whole process of product development, production, sales, and after-sales, so as to promote efficient market division of labor. Sports in internet plus has formed a unique “internet plus sports” industrial chain. By constantly optimizing and adjusting the industrial chain layout, the organizational efficiency can be improved. By integrating communication technology, using a network platform to share functions and efficiently distribute sports resources, the phenomenon of monopoly of traditional sports has been broken. Through the internal competition among enterprises, all elements and links of the sports industry chain will be promoted to achieve professional and efficient cooperation, so that the industry chain will be infiltrated by technology and market, and all nodes in the industry chain will be optimized to form a coordinated and unified sports industry chain in internet plus. Compared with the traditional industrial chain, the new format of internet plus sports industry is highly interdependent, and it is impossible to form a completely independent enterprise. The market division is clear, and the networked industrial chain can not only save a lot of costs but also maximize the value.“Internet plus sports,” as a new industry formed by the deep integration of traditional sports industry and the Internet, has realized the innovation of industrial form, organization, and management through big data, cloud computing, and other technologies. Innovation essentially improves production efficiency and product quality, makes market competition more complete, and promotes the better development of sports industry. According to the current industrial situation in China, the sports in internet plus has not been truly integrated. At present, the Internet has only carried out technical reforms in production and service for the sports industry, creating new products such as mobile phone sports software, sales of intelligent equipment, and Internet broadcasting. However, the organization and management have not been truly integrated, and a perfect market system has not yet been formed. Therefore, the application of advanced technology in the sports industry needs to be further promoted, and only the real integration of the market is the development and future of the sports industry in internet plus.In order to realize the deep integration of Internet and sports industry, we should first promote the long-term development of sports industry in internet plus through the continuous growth of demand. When producing and selling sports products in internet plus, we need to conduct demand survey and fully understand the market demand before launching new sports products. Secondly, the integration of the Internet and sports industry has continuously expanded the market scope and resource allocation, changed the competitive relationship among enterprises and brought about conflicts of interest distribution, which brought great challenges to industrial organization and management, especially the marketization of Internet broadcasting. Finally, the integration of the organization and management methods of the Internet and sports industry should not only consider the nature of public and service products but also pay attention to the information sharing risks of the Internet industry, so as to ensure the sustainable development of new industries and finally achieve market integration.


## 3.2. Internet Plus Sports Industry Group Organization Mode

With the digital economy and economic globalization, market failures and government failures often appear in industrial organizations, and the industry has been unable to meet the current economic development needs. As a new industrial organization, enterprise collectivization is highly valued by economists all over the world. With the development of sports industry in internet plus today, the demand of intermediate links and terminals of the industry is changing greatly, and the demand of consumers is becoming more diversified and changing rapidly. Especially in sports in which consumers participate, the individualized demand is getting higher and higher. Technological innovations and new combinations are constantly emerging, and the updates of intelligent sports products, event broadcast platforms, sports software, etc. far exceed the updates of products, which leads to the increasing transaction costs and the depth of resource reallocation, showing the rising coupling costs.The formation of enterprise collectivization, fully equipped with strong capital strength to cope with the coupling cost of industrial sustainable development, is easy to form a good brand attraction, which can attract both consumers and high-level scientific and technological talents, and develop high-end scientific and technological products. Compared with government regulation and control, enterprise collectivization itself can better understand the industrial development trend and grasp the sustainable development of the industry in an all-round way, and its strategic effectiveness is more in line with the industrial development trend than policy planning. Enterprise collectivization controls the operation rhythm of the industrial chain through its strong strength, and the standards formulated by the group are the industry standards, which can constrain the operation rules of the industry and ensure the sound development of the industry.Enterprise collectivization guarantees the application of new technology by providing finance and personnel, and the investment will soon be transformed into the physical capital of the enterprise, and the new technology will be commercialized by establishing a knowledge base. The large-scale production and transportation of products is very important, which is the driving force for gradually expanding the product market scale and effectively globalizing the market. The scientific and technological research and development within the enterprise group has become the core of the enterprise’s economic progress. Internet plus’s sports industry is supported by information technology as the core. All enterprises share resources and information to achieve cooperation, but the information cost has also become an additional cost in the transactions of all enterprises. Studies have shown that when an enterprise grasps the core technical resources, it can greatly save costs when expanding other businesses. Therefore, it is inevitable for sports development in internet plus to adopt collectivization, and enterprise collectivization will be a new market force and play an irreplaceable core role in industrial development. At present, China’s sports industry is moving towards a deadministrative management mode and gradually realizing marketization. However, China’s internet plus sports market is in the initial stage, and it has not yet formed a collectivized mode. All enterprises are still developing freely, which will easily lead to market disorder and waste of resources, and it still needs the government’s macro control. The road of enterprise group organization cannot be realized by any one enterprise. It must be a large enterprise with strength, scale, and resources to form a large enterprise group by merging other small enterprises in the industrial chain. For the sports industry in internet plus, the enterprises with existing competition copyright can be integrated with the competition marketing, broadcast platform, and product sales enterprises to form a group enterprise with a certain scale and strength.


## 3.3. Personalization and Intelligence of Product Types

The products of internet plus’s sports industry are divided into service-oriented products and material products. The biggest feature of service-oriented products is personalization, which embodies the people-oriented national development strategy and is also in line with the choice of sustainable development of service industry. It brings the convenience of information collection and sharing to the Internet sports industry, so that enterprises can fully understand the individual situation of consumers. At present, most of the new gymnasiums adopt Internet technology, which records the clients’ exercise situation at any time and tests their physical functions every time after fitness, thus forming a targeted and personalized exercise program, which is convenient for clients to establish scientific and reasonable exercise.With the development of information technology, various new types of live broadcast of sports events, sports service software, and social platforms are becoming richer and more complete, but there are some differences in the functions of various software. These products can not only meet people’s social and entertainment needs but also set their own personality space according to their own characteristics, so as to realize the personalized development needs of consumers in the new era.The intelligence of material products is the product of internet plus sports. Intelligent products have become the product of sports quality that consumers are pursuing at present, and it is also the welfare that the Internet brings to sports. At present, all kinds of new-type intelligent sports equipment can construct sports events according to consumers’ posture characteristics and master the dynamic state of the body during sports. These intelligent products not only ensure the safety of sports but also improve the sports level and fitness effect.


## 4. Conclusion

With the advent of the Internet era and the rapid development of information technology, a new development mode of sports industry has become inevitable. The sports industry in internet plus, including the event broadcasting industry, intelligent software and hardware industry, has become an important part of the sports industry market. By analyzing the problems existing in the traditional sports industry in product types, marketing models and management, and applying “internet plus” to the sports industry, this paper has formed new industries such as Internet broadcasting, intelligent software and hardware, e-commerce, and e-sports, which have realized humanization and intelligence of products, diversified organizational forms, and innovative management models. Through the connotation and classification of “internet plus sports,” a new format has been formed and its development trend has been analyzed. The main results of this paper are as follows:(1)
By establishing the “high+new” mode of internet plus’s new sports industry, industrial integration, guidance, and industrial chain optimization are applied to the innovative, sustainable, and high-quality development of internet plus’s sports industry structure. Through the establishment of the new business organization mode of sports industry of enterprise collectivization and through various ways to optimize the organization, the new business mode of collectivization can be realized. Through the production of service-oriented and material products, it can meet the personalized pursuit of consumers in the new era and at the same time ensure the safety of sports and improve the sports level and fitness effect(2)
The deep integration of Internet technology and sports industry has resulted in a variety of industrial forms, such as event broadcasting, intelligent software and hardware, and e-commerce. By innovating the product forms, modes, and business models of sports industry, it has become a new impetus for the high-quality development of sports industry. However, the development of sports in internet plus is relatively slow, and there are many problems in the development, which greatly limits the higher and deeper development of sports industry. It is necessary to carry out in-depth theoretical research to ensure the sustainable development of sports industry



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*Source: 4907119-2022-08-05.xml*