作　　者： ;

机构地区： 广州大学体育学院

出　　处： 《广州体育学院学报》 2012年第5期50-55,共6页

摘　　要： 通过文献资料、专家访谈和问卷调查等方法,以建设"幸福广州"为研究背景,运用SWOT方法探讨广州大学城高校体育产业开发的现状及未来发展的对策与模式。研究显示:大学城拥有优越的软硬件环境,具备体育产业发展的条件,虽然存在学校观念陈旧、还没有形成完整体育产业的不利现状及中国体育体制变革和大学城商家竞争的挑战,但也具有建设"幸福广州"政策背景、高校体育品牌授权产业开发和泛大学城商圈形成所带来的发展际遇。通过构建SWOT矩阵和产业核心竞争力分析,指出各高校应重点发展体育文化产业;大学城高校构建战略联盟,实施以发展体育文化产业为主,辅以其他体育产业的发展模式。 By the methods of literature reviewl, expert interview and questionnaire survey, under the background of ＂happy Guaugzhou＂, the article demonstrated the current situation, development countermeasures and mode in future about the sports industry of universities in Guangzhou higher education mega center based on the SWOT analysis. The result showed that there were the superior hardware and software environment in Guangzhou higher education mega center, and the conditions of the sports industry development were matured. The directors＇ cognitions of universities were outdated, and the integrated sports industry was not formed. The sports industry in Guangzhou higher education mega center was faced with the challenges of the reform of the China sports system reform and the competition of merchants. But it was confronted with the development chances of the policy background of promoting ＂happy guangzhou＂, the development of college sports brand licensing industry, and the formation of the business circle beyond Guangzhou higher education mega center. The research puts forward that the universi- ties should focus on developing the sports culture industry, that the universities build the college strategic alliances to imple- ment the mode of mainly developing the sports culture industry along with other sports industry, based on the construction of SWOT matrix and the analysis of industry core eomoetence.

关 键 词： 体育产业 幸福广州 广州大学城 高校 分析

领　　域： [文化科学]