北京马拉松赛事运作SWOT分析.docVIP

北京马拉松赛事运作SWOT分析 　　摘 要：运用SWOT分析法分析北京马拉松的内部与外部环境。北京马拉松内部优势主要是主办方的办赛经验和资源，独特的比赛路线和人文景观，丰富多彩的赛事活动，市场与公益结合的办赛理念，相对完善的安全、医疗保障;内部劣势是赛事投入和奖金不高，赛事服务水平有待提高，赛事衍生产品开发不足;外部机会是政府职能转变的时代背景，比赛承办单位的变化，逐渐扩大的群众基础;外部威胁是体育法治环境尚不健全，国内外同类赛事竞争力的加剧。根据上述因素提出了开拓型、争取型、抗争型、保守型4种战略及具体措施。 　　关 键 词：体育管理;SWOT分析;赛事管理;北京马拉松 　　中图分类号：G80-05 文献标志码：A 文章编号：1006-7116（2014）06-0019-05 　　A SWOT analysis of Beijing Marathon game operation 　　NIE Dan 　　（School of Sport，South China University of Technology，Guangzhou 510640，China） 　　Abstract： In order to systematically analyze various factors in Beijing Marathon game operation， and to boost its better development， the author analyzed the internal and external environments of Beijing Marathon by means of SWOT analysis. The internal advantages of Beijing Marathon are mainly the organizer’s game operating experiences and resources， unique game routes and human landscapes， diversified game activities， market and commonweal combined game operating conception， relatively perfected safety and medical security， its internal disadvantages are mediocre game input and prize money， to be improved game service performance， and inadequate game derivative product development; its external opportunities are the time background of government function transformation， the changing of the game organizer， and gradually expanding mass base; its external threats are incomplete sports legal environment， and the reinforcement of competitive power of similar games at home and abroad. According to the said factors， the author put forward pioneering， striving， contending and conservative types of strategies and specific measures. 　　Key words： sports management;SWOT analysis;game management;Beijing Marathon 　　SWOT分析是管理学的一种研究方法，最早由哈佛大学的安德鲁斯（Kenneth R Andrews）在其著作《公司战略概念》（The Concept of Business Strategy）中提出[1]。早期的SWOT分析法多应用于企业的战略管理研究，它把企业战略定义为能做（Can do）和可以做（Might do），“能做”包含企业自身的优势与劣势，“可以做”包含外部环境的机会与威胁，将优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）、威胁（Threats）整合分析即为SWOT分析。随着理论的不断完善，SW