基于SWOT分析法对我国高校体育场馆经营环境的研究

Marketing environment of sports grounds and stadiums in higher institutions of China with SWOT analysis

运用现代管理学的SWOT分析,概括了我国高校体育场馆硬件设施投入加大、潜在消费群体扩大、体育专业人才充实、校园体育文化影响广泛等优势。剖析了体制不健全、经费投入不足、经营管理水平低下、竞争能力欠缺等劣势。结合国家政策支持、场馆需求扩大、余暇时间增加、城市经济、文化环境影响等机遇,心脏资源因素、竞争因素、消费水平、意识因素、技术环境因素等威胁,提出了扩大优势,缩小劣势,把握机遇和化解威胁的若干策略。

With SWOT analysis of modem management theory, it sums up the strengths of the devotion enlargement of sports grounds and stadiums hardware facilities in higher institutions of Claina,latent the extension consumed community, the enrichment of athletics professional talented peroon, the enrichment of athletics professional talented person, and analyzes the existent weakness as morbid system, the budget of shortage, the management of low level and lowly competition ability. It combines the resources of support of the national policy, the need of extension, the increment of free time,the city economy and culture is environmental of influence,facing the threatens from resourees,compotition,consumption and technique environment of factor, issues strategies for strengths increase, weakness reduction, opportunity charge and threaten reheving.