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为寻求一条启动中国体育健身娱乐市场的有效途径，本文从文化、经济、经济社会学视角，对健康投资的性质和特点进行了论述。对目前我国健康投资不足的原因进行了分析。指出：健康投资形式的发展伴随着体育产业化的兴起和发展，已成为目前我国健康投资的一大倾向。因此，加大健康投资，是启动体育健身娱乐市场的有效途径。
In order to find an effective way to start China’s sports fitness and entertainment market, this article discusses the nature and characteristics of health investment from the perspectives of culture, economy and sociology of economy. The reasons for the insufficient investment in health in our country are analyzed. It is pointed out that the development of health investment forms with the rise and development of sports industrialization has become a major trend of healthy investment in our country at present. Therefore, increasing health investment is an effective way to start the sports fitness entertainment market.