摘要
运用现代管理学的SWOT分析,概括了北京奥运会市场开发中政府的主导机构;完善的计划;独特文化魅力;良好的营销环境等优势。剖析了赛事市场化运作水平不高;人员专业化程度不高;计划的服务配套不完善;国际市场开发不足;缺乏社会中介的支持等劣势。结合政府全方位支持;社会广泛关注度;传媒强有力宣传;体育消费者人口资源增长等机遇,以及由于社会总体消费能力弱;国内企业整体实力不强;缺乏健全法制环境;流动人口管理问题等因素对市场开发的威胁,提出了扩大优势,缩小劣势,把握机遇和化解威胁的若干策略。
The writer uses SWOT analysis of modem management theory to sum up the strengths of government guid- ing institute, consummated plan, particular cultural enchantment and fine commercial environment for market development of Beijing Olympic Game, and analyzes the existent weakness as： low market operation level, lack of expertise, unsatisfied coordinating service, lack of abroad market development and support from agencies. Writer combines the resources of full support from government, society concern, media propaganda and growing of sports consumers, Facing the threatens from the low society expense level, low general strengths of local enterprise, lack of legal environment and difficulties of flowing population management, issues strategies for strengths increase, weakness reduction, opportunity charge and threaten relieving.
出处
《广州体育学院学报》
北大核心
2006年第1期16-20,共5页
Journal of Guangzhou Sport University
