后奥运时期大型体育场馆运营现状、问题及其发展研究

Research on the Status Quo,Problems and Development of Mega Sports Facilities During the Post-Olympic Era

采用调查法和专家访谈法等研究方法就后奥运时期大型体育场馆的运营问题进行了较为全面的分析。研究认为,目前,场馆运营中存在部分场馆选址不合理,资源闲置较为严重、多数场馆规划设计未能考虑赛后运营需要,管理体制改革滞后,冗员过多、经营开发积极性不高,市场营销手段落后、税费种类繁多和征收标准不合理等问题,在此基础上,提出场馆应合理选址,以赛后利用设计为主,赛后积极进行改造、转变功能定位,实施多元化经营、改革场馆人事制度,降低运营成本、积极进行市场开发,创新宣传营销策略、与专业机构合作,逐步实现场馆专业化运营和完善场馆税费政策等促进场馆发展的建议。

By applying the methods of survey and interview,the paper makes a comprehensive analysis on the operation issue of the mega sports facilities in the post-Olympic era.It reckons that the major problems of the operation were the unreasonable location of some venues,severe idle resources,lack of operation consideration in the design and planning,backward management system,overstaff,low incentive of operation and development,outdated marketing measures,onerous taxes and fees and unreasonable charging standard.On the basis,it suggests that the facility should relocate rationally,plan according to the needs of post-events utility,active reconstruct,change the function position,implement diversified operation,reform human resources system,reduce operation cost,actively conduct market development,innovate marketing strategies,cooperate with professional institutions and gradually achieve professional operation of the venue and improve the tax and fee policy for the facilities.