大型体育场馆经营理念的非体育产业方向转变

The Transformation of the Management Concept of the Large Stadiums and Gymnasiums into the Secondary Sports Industries

为了延伸和扩展体育场馆企业化管理、市场化运作的内涵与外延,改善我国大型体育场馆的经营状况。采用文献资料法研究当前我国大型体育场馆效益不佳的主要原因是:用地选址不利;人员结构失衡;使用功能单一;经营理念不佳。今后我国大型体育场馆经营理念转变的主要思路:举办演艺活动;拓展广告收益;开发冠名收入;开辟会展业务;迎合个性消费。

Large sealed stadiums and gyms in China are currently managed very inefficiently. The research results attribute the inefficiency to the following reasons：inappropriate locations, unbalanced personnel staff, simplified functions and the backward managing concepts. This paper also offers some methods to reform the situation accordingly：holding entertainment shows, enlarging the advertisement income, developing their brand names, increasing exhibition businesses and encouraging individual consumption.