澳门地区大众体育发展策略研究-体育学专业论文.docx

澳门地区大众体育发展策略研究 万方数据 ABSTRACT Sport for all is a social phenomenon arised in the 20th century. With the advancement of the economy and science and technology, through sports activities people around the world enhance the condition of health, improve the quality of life, and cultivate public awareness and habits of participating in sports. Benefiting from the rapid development of the global economy, the activity pattern of the people in Macao has experienced a significant change. Improvement in the quality of life and variation in the mode of labor has led to considerable changes in the distribution and proportion of people’s schedules of work and leisure time and relaxation. They are more demanding in Sport for all. In view of this, the development of Sport for all has become a major sports policy of the Macao SAR government in the past decade. This dissertation attempts to apply a variety of management analysis methods, including the PEST Analysis Model, SWOT Analysis, Marketing Mix-4Ps, BCG Matrix and Ansoff Matrix, etc., as the tools to study the situation of Macao Sport for all, in order to analyze its macro environment, development, operating conditions, competitiveness and market positioning, and to summarize its vision and development prospects so as to develop for future strategies. Organization and operational mechanism of Macao Sports are mainly government dominated. The majority of the resources to local sports associations comes from government subsidies. Sport for all in Macao was initiated after the establishment of the Macao SAR government. It has been growing in a rapid phase, and tends to be sensational, short-term focus and lacks of sustainability, etc. At present, part of the problems on sports in Macao is the uneven distribution of resources. This is due to excessive concentration of resources in the government’s hands and serious imbalance in sports development as a result of government domination. In addition, the lack of sports venue further ca