“鸟巢”赛后4年运营研究:现状、问题、路径

Four-year's Operation of Bird's Nest after Games:Current Status,Problems and Paths

运用文献资料法、数理统计法、专家访谈法以及逻辑分析法等,从运营定位、运营团队构架以及运营效益等方面对"鸟巢"赛后4年来的运营状况进行梳理,并对"鸟巢"赛后运营面临的压力和主要问题进行归纳和分析,从实现奥林匹克功能区战略联盟、建立公益性体育服务的价值补偿机制、打造核心竞争力、发挥"鸟巢"的竞争优势等角度提出"鸟巢"赛后运营的优化路径。

The literature data method, data statistics, expert interviews and logic analysis method were used to summarize the recent four-year＇s operation status of Bird＇s Nest after games. Through concluding the operation status of Bird＇s Nest from aspect of operation orientation, organizational structure and operation benefit, the pressure and problem faced to Bird＇s Nest were discussed. Accordingly, the optimized paths of operation for Bird＇s Nest were pre- sented. Firstly, Bird＇s Nest should rely on the establishment of strategy alliance based on Olympic domain. Secondly, the value compensation mechanism of public sport service should be set up. Finally, Bird＇s Nest should make the core competition itself, and develop the advantage in competition.