目前,大型国际赛事的经济效益和市场开发已成为全球关注的焦点,市场开发更成为评价运动会举办者组织水平和工作效率的重要指标。文章运用现代管理学分析概括了广州亚运会市场开发中的优势和劣势,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。 At present, the economic benefits and market development of large-scale international events have become the focus of global attention. Market development has become an important indicator for evaluating the organization and efficiency of organizers. The article uses the modern management analysis to summarize the advantages and disadvantages of the Guangzhou Asian Games market development and proposes some strategies to expand the advantages, narrow the disadvantages, seize the opportunities and resolve the threats.