大型体育场馆的经营策略研究——义乌梅湖体育中心运营模式分析  

Management Strategy Investigation of Great Palaestra——Analysis Of Yiwu Meihu G.Y.M Center Management Mode

作　　者：李亚慰[1] 李建设[2] 

机构地区：[1]中国计量学院体军部,浙江杭州310018 [2]宁波大学体育学院,浙江宁波315211

出　　处：《浙江体育科学》2006年第5期1-3,共3页Zhejiang Sport Science

基　　金：国家社科基金课题[02BTY006]部分内容

摘　　要：国内大型体育场馆基本由政府投资,以体育部门附属单位的形式开展经营,在运营中,逐渐凸现出诸如资金短缺、经营不善、维持困难等问题。浙江义乌梅湖体育中心的市场运营策略开辟了新的发展路线,也部分解决了上述问题,形成了大型体育场馆经营的“义乌模式”。Domestic great palaestra（including gyms and stadiums） are mostly invested by government and managed as attachment of those sports department, In their management many problems emerged such as shortage of capitals, poor marketing and maintaining difficulties etc, A new developing course that partly resolved those problems mentioned above was initiated by the marketing strategies of Yiwu Meihu G. Y. M Centerang formed the Yiwu mode for great palaestra management, This paper extends relevant discussion and offers rome suggestions based on the Yiwu mode.

关 键 词：体育场馆 经营 策略 

分 类 号：G80-05[文化科学—运动人体科学]