Research On Operational Management Efficiency And Countermeasures Of China Mega-Sports Venues

Mega-sports venues are substantial foundations for sports events and activities. With the rapid development of sports industry, the construction scale of mega-sports venues are at an unprecedented rate and the investment growth in them soaring. How to raise the operational management efficiency of the sports venues in the face of new situation, which is a matter of importance to the stadiums'survival, has become the prime concern for the experts and scholars at home and abroad.In the ways of consulting documents, survey by questionnaire, comparative analysis, this research conducted a study on the operational management efficiency of China mega-sports venues. The conclusions are as follows,1.The operational management efficiency of China mega-sports venues are generally at a low level and the operating status is not optimistic. Although some gyms and stadiums have just reached the break-even point, they do not have a strong financial position in view of huge maintenance expenses and financial subsidies by government.2.The existing problems of China mega-sports venues are unreasonable structure for business, "polarization" tendency for sports noumenon operations. The utilizing rate of the existing gyms and stadiums are generally very low. Parts of them are left aside over the limit. And opening hours are inadequate and irrational.3. China mega-sports venues have been influenced by the macroscopic environment, such as politics, economy, geography, population, society, culture and technology; and also influenced by the microscopic environment such as market supply and demand, competitiveness and the developing situation of sports industry; and the inner condition.What is more, this thesis has also analyzed the opportunities and challenges for China mega-sports venues from macro-environment, micro-environment and inner conditions, the three aspects. The suggestions are as follows,1.The government should deregulate and allow China mega-sports venues to carry out commercial operation; establish the gyms and stadium funds for China sports facilities development; set up the mega-sports venues oversight committee to control for their commercial activities.2. Found mega-sports venues strategic alliance. It not only enjoys negotiations supremacy, but also shares resources and enhances the core competency of gyms and stadiums, consequently, increase the operational management efficiency of China mega-sports venues.3. To vigorously develop sports events, especially by professional leagues. The prosperity of mega-sports venues go hand in hand with sports major events and professional leagues. Only the thriving sports events can make gyms and stadiums glory.4. China mega-sports venues need to adjust and perfect the organization structure continually for their development; Put differentiation strategy into practice and provide unique services; Adopt membership system to keep up with the customer; To implement staff-training programs regularly; Increase marketing efforts and intangible value exploitation.