高校体育场馆市场化运作的可行性分析  

Feasibility Analysis of Market Operation of University Stadia

作　　者：刘大明[1] 丁方凯[1] 李春月[1] 

机构地区：[1]辽宁工程技术大学体育学院,辽宁阜新123000

出　　处：《体育科技文献通报》2016年第3期16-18,共3页Bulletin of Sport Science & Technology

基　　金：2014年辽宁省教育厅人文社会科学研究一般项目(项目编号:W2014057)

摘　　要：运用SWOT分析法对高校体育场馆市场化运作的内、外部因素进行分析,并通过SWOT矩阵模型提出高校体育场馆市场化运作的可行性策略,研究结果表明:高校只要把握社会需要、政策要求、人群需求所带来的机会,提高管理水平和宣传能力,克服大众体育消费水平较低、自身开放时间具有局限性的弊端,发挥资源、人才、环境的强大优势,勇敢面对同类体育场所的竞争,实现体育场馆市场化运作是完全可行的。With SWOT analysis,the paper analyzes the internal and external factors of market operation of university stadia and puts forward feasible strategies for market operation of university stadia based on SWOT matrix. The study shows that market operation of university stadia is totally practicable as long as universities are able to seize opportunities brought by social needs,policy requirements and the needs of people,improve the level of management and the propaganda ability to overcome the disadvantages caused by low consumption level and the limitations of opening hours,make full use of the superiority of resources,qualified personnel and environment and bravely face competition with stadia of the same field.

关 键 词：体育场馆 高校 市场化 

分 类 号：G818[文化科学—体育学]