| （华南理工大学 体育学院，广东 广州 510640） 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。 |
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 experi-ences and resources, unique game routes and human landscapes, diversified game activities, market and common-weal combined game operating conception, relatively perfected safety and medical security, its internal disadvan-tages 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 trans-formation, the changing of the game organizer, and gradually expanding mass base; its external threats are incom-plete 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. |
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