我国大型体育场馆运营管理现状与发展研究  

Current Management and Development of Great Sports Stadiums in China

作　　者：陈元欣[1] 刘倩[1] 

机构地区：[1]华中师范大学体育学院,湖北武汉430079

出　　处：《体育成人教育学刊》2015年第6期23-31,2,共9页Journal of Sports Adult Education

基　　金：国家社科基金项目(13BTY008);国家体育总局重点项目(1842SS13003);教育部新世纪优秀人才支持计划(NCET-120875)

摘　　要：随着我国大型体育场馆运营管理改革逐步推广,我国大型体育场馆在管理制度、运营方式、运营状况、经营范围、公共体育服务内容和服务质量等方面均有所改善、提高,但也存在绩效工资制度严重影响场馆发展积极性,运营主体单一,市场开发人才缺乏,场馆信息化水平较低、未来发展方向不明确,部分场馆公共服务内容存在过度市场化现象,场馆业态过分依赖租赁业,场馆资源利用效率较低,预算管理限制场馆运营灵活性,能源费用支出过高、缴费标准不合理等问题。为此,提出加大场馆运营管理改革力度、完善绩效工资考核制度,加强与专业机构合作、培育专业场馆运营机构,加快事业单位场馆人事改革、培养与引进市场开发人才,利用新媒体发展平台、创新场馆管理营销策略,建立场馆公共服务标准、完善监督考核机制,调整场馆业态结构、完善场馆服务业产业链,借助社会体育组织力量、丰富场馆内容建设,建立事企结合运营模式、弥补事业机制缺陷等建议。The great sports stadiums in China has made improvements in management system,operational methods,state and scope,public sports service content and quality.There are also problems,such as performance wage system,monotonous operational subject,lack of market exploiting staff,insufficient venue information technology,unclear development orientation,over marketing of the public service of some sports stadiums,over dependence on leasing,inefficiency of venue resource utilization,stadium operation limited by budget management,high energy cost and unreasonable charging.The paper proposes to strengthen the stadium operation reform,improve the performance wage system,strengthen the cooperation with professional institutions,cultivate professional stadium,speed up the personnel reform and marketing talents introduction of the sports stadiums,use the new media platform,create stadium management marketing strategy,establish stadium public service standard,improve the supervision and evaluation system,adjust the structure of the stadium management,improve the industry link of the stadium service,cooperate with the social sports organizations,enrich the content of the stadium usage,establish the operation mode with the feature of integration of institution and company and make up the mechanism defects.

关 键 词：体育产业 大型体育场馆 运营模式 管理体制 

分 类 号：G80-05[文化科学—运动人体科学]