Study On Suzhou Large-scale Stadium Halls' Management And Countermeasures

With the constant improvement of China's market economy and sports sector, sports industry is developing into a very potential economic growth engine. As the material backbone of various sports events and mass sport, large scale sport stadiums are indispensable facilities for fostering sports industry. Due to large investment, high maintenance fee, slow recovery of investment and complexity of management, it has been a common problem that large scale sport stadiums don't do well money-wise.In recent years, there has seen rapid development of large scale sport stadiums in Suzhou, with the emergence and reconstruction of dozens of high-grade sport facilities, such as Suzhou sports center, Kunshan sports center and Changshu Sports Center, which are up to the requirements of international and domestic sport events, covering Suzhou city proper and its five county-level cities. With the rapid development of large scale sport stadiums, there arises the problems of how to integrate them with market economy and make them engine of regional sport industry, how to better generate social and economic benefits, how to fuse the characteristics of Suzhou's economy, society and culture into the management of the stadiums. The research on these problems means a lot to the development of Suzhou's sports industry and a characteristic industrialized path for the development of Suzhou's large scale sport stadiums.Employing the methods of documentation, investigation, statistics and logical analysis, analyzing the running and management status quo and future trend of Suzhou's large scale sport stadiums, this article presents the problems and deficiencies in the operation and management of Suzhou's large scale sport stadiums, puts forward relevant solutions based on Suzhou's local conditions(economical, societal and cultural). The research reveals that:Multiple management modes and flexible operation methods have been used in the management and operation of Suzhou's large scale sport stadiums, injecting vitality into the industrialization of sport facilities, especially in the preliminary period, thus offering precious lessons for finding a development path that's in accordance with market economy and Suzhou's regional characteristics. The diversifications of stadiums'operations not only enables utilization of the resources as a whole and avoid waste of resources but also improves the self-sufficient ability of the stadiums, increases capital accumulation for future development and better serves Suzhou's sport sector as a whole.Despite many achievements, there are many problems to be solved, such as backwardness of management and operation ideas, inadequate level of management, simple and old-fashioned marketing means that are not up to profit demands. There are not enough management and operation specialists, especially dedicated marketing talents. The exploitation of intangible assets is not sufficient, focusing mainly on short-term commercials during big events. The intensity and efficiency of the exploitation of sport facilities'intangible assets is very inadequate. The service quality is to be improved and the facilities need to be upgraded. There is shortage of preferential policies and the facilities can hardly sustain themselves. The financing sources are not enough, resulting severe deficiency in working fund. There are not enough body-building subdivision market and incomplete projects, making it hard to attract consumers and meet their needs.The research results suggest that in the management and operation of Suzhou's large scale sport stadiums we should take into account Suzhou's characteristic regional economic advantages and overall economic situation, develop, operate, manage and foster the market according to Suzhou's distinctive culture. Here are some suggestions: taking advantage of Suzhou's geological position that's in Yangtze delta area and the many world-renowned companies that have entered Suzhou; transforming operational mechanism and attract social capital to operate stadiums; utilizing Suzhou's talent pool effect and Dushu lake area's role as a base for churning out quality graduates; reforming current personnel system, training and bringing in professional management talents; learning from successful cases of Shanghai and Nanjing's sport stadiums, trying out new operation modes, transforming marketing concept and innovating marketing tools; coordinating sport facilities, cooperating with renowned companies and accelerating the exploitation of intangible assets; improving on-site service, integrating Suzhou's recreation culture and gardening culture with sport service, expanding the market with characteristic service and building up brand-name services.