（1.School of Physical Education，Hunan Normal University，Changsha 410081，China；
2. School of Physical Education，Hunan City University，Yiyang 413000，China)
Abstract: By taking the example of Human City University as a provincial regular institution of higher learning with featured majors, “double first class” sports science application featured disciplines and first class undergraduate course construction stations, the authors studied the issue of innovation and business-starting education for the so-cial sports guidance and management major. The authors put forward that application-oriented undergraduate course construction is the era’s choice for breaking the management predicament of the social sports guidance and man-agement major, and that innovation and business-starting education is the work key to application-oriented under-graduate course construction for the social sports guidance and management major. In strengthening the exploration of innovation and business-starting education for the social sports guidance and management major, cultivation ob-jectives, curriculum system, practical teaching as well as examination and evaluation are important links, while re-fining innovation and business-starting education talent standards, perfecting the innovation and business-starting education curriculum system, expanding the university and enterprise cooperation in innovation and busi-ness-starting education, and exerting innovation and business-starting competition level functions, are future trends.
Key words: social sports guidance and management；application-oriented undergraduate course construction；innovation and business-starting education；Hunan City University
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