大学城体育场馆商业性运作的SWOT分析——以广州大学城为例

SWOT Analysis of Commercial Operation of Stadiums in University Town——Taking Guangzhou University Town as an Example

本文采用文献资料法、逻辑分析法、SWOT分析法等研究方法,系统全面地对广州大学城体育场馆商业性运作方式的优势因素、劣势因素、机会因素、威胁因素进行综合分析。研究表明:广州大学城体育场馆商业性运作的优势因素为良好的区位优势、先进的人才优势、充足的场馆资源优势;劣势因素为运营费用不足,运营力度低下,管理机制滞后、管理人才缺失,配套设施缺乏、服务能力有限;机会因素为法规保障、政策扶持,健身需求强烈、体育消费繁荣;威胁因素为管理难度加大、安全风险系数上升,养护负担繁重、商业运营收效甚微。在此基础上,提出广州大学城体育场馆在商业性运作过程中应充分发挥自身优势,抓住良好机遇,完善管理制度,不断提高商业性运营力度的运营策略。

This paper, using the method of literature , logical analysis and SWOT analysis and other research methods, makes systematically and comprehensively analysis of commercial operation of stadiums in Guangzhou university town, including the strengths factors , the weaknesses factors , the opportunities factors and threats factors.The result shows that strengths factors of stadiums commercial operation in Guangzhou university town for the good of regional advantages , advanced personnel , adequate resources stadiums; Weaknesses factors are less operating expenses , low intensity operations , management mechanisms lag , lack of management talent , ancillary services are not perfected , limited the overall service capacity; Opportunities factors are the legal guaranteed , policy supported, strong demand for fitness , sports consumption boom;Threats factors are more difficult to manage security risk factor rises , the heavy burden of conservation , commercial operations with little success .On this basis, the suggestions are as follow：commercial operation of the Guangzhou university town stadiums should give full play their own advantages , seize good opportunities , improve system management , and constantly improve the commercial operations efforts .