Sport Industry in Rural China: Development Momentum, Characteristics, and Strategy: A Field Study of the City of Jinhua, Zhejiang Province

This paper takes ten sports characteristic villages in Jinhua of Zhejiang province as the research object, uses the scientific research methods such as literature and field follow-up investigation, analyzes the present situation of the sports development of these villages, and then puts forward the concept of the sports village. The paper holds that the sports characteristic village has distinct features such as cultural inheritance, resource dependence, content difference and fusion innovation. The inherent development needs, the natural and cultural environment, the dynamic choice of urban tourists and the government's support policies are the formation and development forces of sports characteristics villages. There remains dilemmas in the case such as the top design is not enough, the theoretical system is not existing, industrial structure is convergent, characteristics advantages are not obvious. We suggest the government to strengthen the scientific and standardized layout, to seek accurate development orientation, to emphasize the center of sports services as well as to explore special lines of sports characteristic villages on space diffusion patterns and laws.