基于SWOT分析的南粤古驿道定向大赛发展策略研究  

The Strategy on South Guangdong Ancient Post Road Orienteering Competition Based on SWOT Analysis

作　　者：黄永正[1] 朱盈 林树震 倪丹薇 沈垸英 刘婷 凌国强 HUANG Yong-zheng;ZHU Ying;LIN Shu-zhen;NI Dan-wei;SHEN Yuan-ying;LIU Ting;LING Guo-qiang(School of Physical Education,Shaoguan University,Shaoguan 5120025,Guangdong,China)

机构地区：[1]韶关学院体育学院,广东韶关512005

出　　处：《韶关学院学报》2022年第12期62-67,共6页Journal of Shaoguan University

基　　金：广东省大学生创新创业训练计划项目(S202110576051)。

摘　　要：为进一步保护和利用南粤古驿道,挖掘和弘扬岭南文化,广东省以“体育+古驿道”的模式举办了多场南粤古驿道定向大赛.为促进赛事的发展,采用SWOT分析法从优势、劣势、机会和威胁等4个维度进行分析,结果表明:优秀的主办方、独特的人文遗产和多姿多彩的比赛项目是南粤古驿道定向大赛的优势所在;落后的基础设施、赛事衍生品开发不足和赛事举办周期过长是主要劣势;文化和体育两方面巨大的政策红利、产业融合爆发出的新动力以及全民健身国家战略为赛事带来巨大发展机会;国内其他定向赛事的兴起和定向赛事突发风险的增多是现阶段赛事面临的主要威胁.同时,提出了4种南粤古驿道定向大赛的发展策略,以期能为促进赛事可持续发展提供参考.In order to further protect and utilize the South Guangdong Ancient Post Road,and to excavate and promote the culture of Lingnan,Guangdong Province has held a number of South Guangdong Ancient Post Road Orienteering Competition under the model of“sports+ancient post road”.In order to promote the development of the competition,the SWOT analysis method was used to analyze it from four dimensions:strengths,weaknesses,opportunities and threats.The results showed that excellent sponsors,unique cultural heritage and colorful competitions were the strengths of the South Guangdong Ancient Post Road Orienteering Competition;the main weaknesses were the backward infrastructure,insufficient development of event derivatives and long event holding cycles;the huge policy dividends in culture and sports,the new impetus emerging from industrial integration,and the national strategy for national fitness had brought huge development opportunities for the orienteering competition;the rise of other domestic orienteering competition and the increase of sudden risks of orienteering competition were the main threats facing the events at this stage.According to the research results,4 development strategies of the South Guangdong Ancient Post Road Orienteering Competition are put forward,expecting to provide reference for promoting the sustainable development of the event.

关 键 词：南粤古驿道 定向大赛 SWOT分析法 发展策略 

分 类 号：G843[文化科学—体育训练]