我国冬季体育产业运营与管理模式的研究——以首都体育馆场馆群建设与运营为例  

Research on the Operation and Management Mode of Chinese Winter Sports Industry——With the example of Capital Gymnasium Group' Construction and Operation

作　　者：黄丽霞[1] 

机构地区：[1]国家体育总局冬季运动管理中心,北京100044

出　　处：《冰雪运动》2010年第5期45-52,共8页China Winter Sports

摘　　要：为了提高我国冬季体育产业的运营与管理水平,建设适应社会主义市场经济的冬季体育产业运营与管理模式,以首都体育馆场馆群建设与运营为例,分析首都体育馆场馆群建设和运营现状,发现首都体育馆场馆群在管理上存在着粗放型经营,经营管理人才匮乏;场馆功能单一,赛后经营利用率低;经营方式、范围、效益有待进一步改善;运营缺乏综合优势利用和无形资产、独特品牌开发等问题。论述了首都体育馆场馆群建设、运营改革的必要性,阐明了首都体育馆场馆群的产业定位。提出了首都体育馆场馆群建设功能应多样化,设施配套齐全;适应群众体育需求,全面向社会开放;以场馆资源为基础,发展技术培训和健身、娱乐、休闲等"一条龙"服务;完善场馆群经营、管理和运营模式等运营与管理发展的对策,为促进我国冬季竞技体育、大众体育和体育产业的发展建言献策。In order to improve the running and management of Chinese winter sports industry,it＇s necessary to construct the related mode suiting to Chinese socialist market economy.With the example of developing the Capital Gymnasium group,the paper analyzes its current status and finds out that the existing management problems relate to coarse economical operation,poor operators and managers,single function of stadium and gymnasium,less postgame operation,more improvement room in the operation mode and extent and benefit,lacking usage of integrated advantage and intangible assets,development of some unique brands.It discusses the necessity of construction and operation reform of Capital Gymnasium group,clarifies the related industry orientation.For improving the operation and management mode of sports venues and developing Chinese winter competitive sports and mass sports and sports industry,it makes some suggestions about the construction function of Capital Gymnasium group as following contents： be of diversification,be ready with supporting facility,meet the mass sports requirement,be opened to the public in all aspects,develop a connected sequence service of technical training and recreational fitness with the base of venues resource.

关 键 词：体育产业 体育场馆 建设 运营 管理 

分 类 号：G80-05[文化科学—运动人体科学]