Study On The Operation Patterns Of Guangzhou Double Fish Sports Stadiums

This research is done under the circumstances that Sport Industry has become one of the emerging industries that enjoy a rapid growth in China.The Guidelines on Development of Sport Industry and Promotion of Sport Consumption issued by the State Council in2014 set up the Fitness-for-All program as a national strategy and it is planned that the total scale of sport industry in China will reach 5000 billion Yuan in China.As sufficient stadiums are required for people to participate in sporting activities,Guangzhou,as in international metropolitan,shall coordinate the resources from the government,the market and the society in the utilization of sports venues of different kinds and sizes.The purpose of this research is to discover the most suitable operation mode for Double Fish and provide ideas and proposals for the overall development of similar enterprises.The object of analysis is the Guangzhou Double Fish Sports Exploration Stadium.Guangzhou Double Fish Sports Goods Group Co.Ltd is one of the largest sports equipment suppliers in China,specializing in table tennis equipment.To meet the needs of the fierce competition in the market,to renovate its traditional marketing patterns and to take advantage of its brand edge,the company has established in Guangzhou several sports stadiums of its own brand employing different patterns of operation and trying to find new growth points of its products.This paper makes use such research methods as literature review,field study,expert interview,questionnaire and the theory of SWOT Analysis.Using the theory of SWOT Analysis,this research attempts to explore the most workable patterns for enterprises to run a sports stadium,and to help Guangzhou Double Fish Group and similar enterprises in China to find solutions on realizing their transition from a traditional manufacturer to a comprehensive unit providing service as well as products and technology.Conclusion: the three operation patterns under study are of respective pros and cons based on their social benefits and economic benefits,and therefore an enterprise shall select the most suitable pattern according its own condition and manageable resources.