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China’s public sports venues after completion, due to the influence of the system, failed to combine with the market management ideas, coupled with the old, management system drawbacks, geography position remote, architectural design unreasonable factors, resulting in venues underused, in long-term idle. Huge investments have not obtained the corresponding economic and social benefits, to the detriment of the venue, sustainable development, which causes tremendous waste of resources. Based on the public sports venues of operation and management activities as the research object, by using the method of documentation to our country large-scale public sports venues operating mode, whereby both at home and abroad in clear operational status of the public gyms and management pattern changes on the basis of using investigation method, expert interview method, key choose Shanghai east Asia sports cultural center for investigation objects, and use of management, economics, marketing knowledge, carries on the partial-locality analyzing. Analysis the Shanghai east Asia sports cultural center of on-the-job personnel situation, the financing channels, business scope, open and operation condition, Through to go to east Asian culture and sports center consumer crowd questionnaire research, understanding to the sports consumption group consumption motivation, group main characteristics, influence factors, the main consumption so as to find out the Shanghai east Asia operation of the main problems existing in the present situation, so as to put forward countermeasures. Through the study, the following conclusions:1.China’s public sports venues market-oriented operation mode of establishing must be in a market economy environment, market-oriented, venue management as the core, take reform as the breakthrough point, with large professional property company for management entities reasonable allocation of resources, thus realize venues economic benefits and social benefit maximization.2.Shanghai east Asia sports culture center operation relatively successful because have the following advantages:(1)Adopted professional company of venues for maintenance and management(2)Venue management activity to body primarily, a variety of business coexist(3)Positive advanced diversified marketing strategy (4)Pay attention to attract large enterprises sponsor, pay great attention to the venue.dose advertising market development3. From Shanghai east Asia examples of successful operation view, public sports stadiums and market-oriented operation mode is worthy of affirmation.(1) public stadiums marketization operation mode is China’s reform of the public gyms the inevitable trend(2) Shanghai east Asia sports culture center market operation typical and demonstration(3) public stadiums marketization operating problems and opportunities for it(4) public stadiums marketization operation pluralistic modes of rational choice(5) to establish and perfect the relevant business assessment quantization standard, and strive to improve venues service of economic benefits and social benefit.
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