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在当前社会“创新”热情高涨、“创业”氛围良好的背景下，如何有效推进体育产业创新创业、满足各主体进行体育产业创新创业的需求，已成为全社会关心的重要话题。本报告以体育产业创新创业的重要主体——高校为切入点，基于2019年和2020年两次全国体育产业创新创业调查数据，分别从需求强度、需求内容、需求目的三大方面对高校教师、大学生、管理者的体育产业创新创业需求进行了分析。通过分析发现，大学生、教师、管理者均具有较高的体育产业创新创业需求，在社会各界的共同支持下，高校体育产业创新创业得到蓬勃发展，但不同属性、不同省份高校之间仍存在明显差异，高校体育产业创新创业教育质量评价普遍不高，师资来源单一，各项问题仍然有待解决。
<<In the current social “innovation” enthusiasm and a good “entrepreneurship” atmosphere，how to effectively promote innovation and entrepreneurship in the sports industry and meet the needs of various entities for innovation and entrepreneurship in the sports industry has become an important topic of concern to the whole society. The article takes colleges and universities as an important subject of innovation and entrepreneurship in the sports industry. Based on the two national sports industry innovation and entrepreneurship survey data in 2019 and 2020，the article provides information to college teachers and college students from the three aspects of demand intensity，demand content，and demand purpose. The manager’s demand for innovation and entrepreneurship in the sports industry is analyzed. Through analysis，it is found that both college students，teachers，and administrators have a high demand for innovation and entrepreneurship in the sports industry. With the joint support of all sectors of society，the innovation and entrepreneurship of the sports industry in colleges and universities has flourished，but there are still universities with different attributes and provinces. There are obvious differences. The quality of innovation and entrepreneurship education in college sports industry is generally not high，and the source of teachers is single，and various problems still need to be resolved.
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