从场租式管理到投资性经营:我国大型体育场馆运营方式转变研究  

From Rental Management to Investment Management:Transformation of Operation Mode of Mega Stadiums in China

作　　者：张刚[1] 谭建湘[1] 王钊[2] 孔繁星[3] ZHANG Gang;TAN Jianxiang;WANG Zhao(School of P.E.and Sports Science,South China Normal Univ.,Guangzhou 510006,China;School of Sport Leisure and Management,Guangzhou Sport Univ.,Guangzhou 510000,China)

机构地区：[1]华南师范大学体育科学学院,广东广州510006 [2]广州体育学院休闲体育与管理学院,广东广州510000 [3]绥化学院体育学院,黑龙江绥化152000

出　　处：《武汉体育学院学报》2023年第2期59-66,共8页Journal of Wuhan Sports University

基　　金：国家社会科学基金项目(19BTY055);广东省社会科学基金项目(GD19CTY03)。

摘　　要：采用文献资料法、逻辑分析法和对比分析法,基于投资学理论,并结合国内外大型场馆运营实践,认为投资性经营指场馆运营主体投入资金或资金等价物购买赛事举办权、长期股权投资等内容资产及支撑内容运作的配套有形资产,以实现横向一体化运营的生产性投资活动,对于扩大场馆运营服务供给、提升产出效益和驱使主体扩张具有先导作用。当前我国体育场馆运营面临产权关系模糊、管理机制桎梏、项目空间狭窄和筹资渠道受限的制约,造成场馆运营主体不敢投、不愿投和不能投。新时期,应把建立投资性经营方式作为场馆运营机制改革的重要突破口,持续深化场馆运营主体变革,加强政府规制,促进馆赛联姻和拓宽筹资渠道,着力构建长效促进政策,实现场馆运营投资内生增长。The reform of the operation mechanism of sports venues is to promote the transformation of operating entities from public department to public organization or enterprises,and adjust the relationship between venue owners and operators entrusting agency.More importantly,it is necessary to realize the transformation of venue operation mode from field rental management to investment operation,and optimize the economic relationship between venue operators and users.Based on investment theory and combined with the operation practice of large venues at home and abroad,this paper holds that the investment operation refers to the investment of funds or capital equivalents by venue operators to purchase content assets such as event holding rights and long-term equity investment,and supporting tangible assets that support content operations so as to realize horizontal integrated operation of productive investment activities,which has a leading role in expanding the supply of venue operation services,improving output efficiency and driving the expansion of venue operation entities.At present,the operation of stadiums is facing the constraints of ambiguous property rights relations,shackles of management mechanisms,narrow project space and limited financing channels,resulting in venue operators not daring,unwilling to invest and unable to invest.In the new era,the establishment of an investment management mode as a breakthrough in the reform of the venue operation mechanism should be achieved so as to continue to deepen the reform of the main body of venue operation,to strengthen the government regulations,to promote the collaboration of venues and to broaden the financing channels,and to achieve endogenous growth in venue operation investment.

关 键 词：运营方式 投资性经营 场租式管理 大型体育场馆 机制改革 管理模式 产权 

分 类 号：G80-05[文化科学—运动人体科学]