浅析第十二届全运会场馆的赛后经营策略

The research on stadiums operation after the 12th national games

为提高十二届全运会体育场馆赛后的运营状况,采用文献资料法、逻辑分析法等,以大型体育场馆赛后经营的影响因素为研究对象,发现多数大型体育场馆存在重视建设而轻视赛后运营;缺乏专业的科研、管理和营销团队;品牌意识与无形资产重视不够等问题.建议:将场馆的比赛与赛后的经营等事项纳入到建设前的筹划期中来,树立正确的指导理念,注重场馆无形资产的开发利用;改革全运体育场馆管理体制,走企业化模式;引进高素质管理人才,建设专业化的经营团队;充分利用场馆资源,因地制宜地开发成旅游资源;提升高校全运体育场馆的社会开放度.

in order to make good use of Big Sports Venues after the 12 th National Games .using material literature law.logical analysis law and so on .the paper takes the big sports venues operating situtions and influential factors of after competition as research objects .The results shows： there are several problems in Big Sports Venues operating after competition .stressing construction and ignoring the operating after competition ..the deficiency of researcher and manager .And it is inadequate to pay attention to intangible assets .Suggestions： We should pay more attention to planning before construction , establish the correct guiding idea , exploit its intangible assets . reform the whole operation of sports venues management system , follow the enterprise mode; apply high -quality management and personnel team; make good use of venues resource , suit one＆#39;s measures to local conditions to develop tourism resources;enhance the opening degree of National Stadium .