我国龙舟赛事无形资产开发的SWOT分析及战略选择研究  

Swot Analysis and Research on the Strategies about the Development of Dragon Boat Sports Event Intangible Asset in China

作　　者：简波[1] 齐莹[2] 

机构地区：[1]江苏工业学院体育部,江苏常州213016 [2]常州纺织服装职业技术学院,江苏常州213016

出　　处：《浙江体育科学》2008年第3期4-6,16,共4页Zhejiang Sport Science

基　　金：国家哲学社会科学基金资助项目(01CTY005)

摘　　要：SWOT方法被广泛应用体育项目的开发中,在制定体育赛事运作计划的第一步就要进行优势、弱势、机会与威胁的分析。通过文献资料法、实地调查、专家访谈等研究方法,对我国龙舟赛事无形资产市场开发的优势(Strengths)、劣势(Weakness)、机遇(Opportunity)、威胁(Threats)进行分析,然后在此基础上提出SO战略、WO战略、ST战略、WT战略。SWOT method is widely used in the development of sports. Sporting events in the development of the operational plan will be carried out in the first step advantage, disadvantaged, opportunities and threat analyzis. This article analyzes strengths, weaknesses, opportunities, and threats of the development of dragon boat sports event intangible asset in China by SWOT. So puts forword some certain strategies such as SO,WO,ST and WT.

关 键 词：SWOT分析 龙舟赛事 无形资产开发 战略 

分 类 号：G80-05[文化科学—运动人体科学]