体育俱乐部市场化经营扩张模式及风险控制

Marketing Expansion Mode and Risk-Controlling Tactics for the Management of Sports Club

商业体育俱乐部采取市场化经营扩张模式,全面实施商业运作理念,既有利于体育俱乐部自身提高经营效益,又有助于其社会功能的有效发挥。依据发展方式,将体育俱乐部扩张模式分为单核内聚、双核扩张等5种经营扩张模式。认为:体育俱乐部市场扩张首先需要明确自身类型,所处发展阶段及发展目标,然后结合区域发展特征及市场竞争环境等,选择适宜的扩张模式。指出体育俱乐部市场扩张模式存在的风险及控制策略。

Business sports club, run by marketing expansion mode and the full implementation of business operation, can both improve its operational efficiency and give full play to its social function. According to its different development ways, the expansion mode of sports club can be divided into 5 modes, such as the mode of single-nuclear cohesion, dual-nuclear expansion, etc. The study states that the marketing expansion of sports club should first be clear about the attribute type of the club, its development stage and goals. Only on that basis can a proper expansion mode be chosen, combined with the regional development features and the market competition environment. The paper finally points out the risk and control strategy in the sports club marketing expansion mode.