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本文通过文献资料法分析中国体育场馆经营管理的主要模式、发展阻力和改革方向,提出体育场馆市场化运作的首要前提是要主动培养体育消费群体。建议从改变公众认知入手培养体育消费群体,具体方法有:宣传运动健康理念改变公众养生健体信念;推进社会体育工作改变体育场馆属性权数;拓展体育服务项目增加体育场馆新属性;树立体育场馆品牌形象建立公众与场馆间的情感。
This article analyzes the main mode of operation and management of Chinese stadium and gymnasium by means of literature and information, develops the resistance and the direction of reform, and proposes that the first prerequisite for market-oriented operation of gymnasium and gymnasium is to take the initiative to train the sports consumer groups. Proposed to start from the change of public awareness to cultivate sports consumer groups, the specific methods are: publicity sports health philosophy to change the public health fitness beliefs; promote social sports work to change the weight of stadium properties; expand sports services to increase the new stadium attributes; establish sports Venue brand image to establish the public and venues between the emotions.