Abstract: Using the methods of field research, expert interview and case analysis, this paper studies the evolution and development of sports service complexes from the perspective of self-organization theory. The research indicates that the dissipative structure is the pre-condition for the self-organization evolution of sports service complexes, and the competition and cooperation are the driving force for the self-organization evolution of complexes. The self-organization evolution of sports service complexes follows the following mechanisms: the fluctuation mechanism promotes the formation of the kernel part of sports service complexes, which becomes the attractor of the complex when influenced by attraction and repulsion; the positive and negative feedback mechanism forms the limited constraint and self-regulation of complexes. Currently, the evolution of sports service functional area into sports service complex is faced with such major problems as insufficient opening up of sports service functional area system, prominent near-equilibrium tendency, poor nonlinear coupling effect, and weak driving force for internal huge fluctuations. The measures to promote the high-quality development of sports service complexes include deepening the opening up of the service functional area to other sectors, pulling the sports service functional area away from the equilibrium state, amplifying the nonlinear coupling effect of sports service functional area, and continuously creating external fluctuations, so as to help the internal fluctuations of sports service functional area.

Key words: self-organization theory, sports service complex, sports service functional area, dissipative structure, sports industry