Games Market Swot Analysis And Strategy Development

The National Games market development has made a series of achievements through the rapid development by opening up since its first appearance in the 4th National Games in 1979. But generally speaking, the market development is still at the exploration and development stage, thus, progresses coexist with many problems. In the course of drafting the discourse strategy, modern management proposes an important analysis method SWOT. The four letters in SWOT respectively means strength, weakness, opportunity and threat. S and W indicate the internal environmental factors in things, while O and T the external ones. At the crucial moment of The National Games market development, it's particularly important to adopt SWOT to summarize and analyze the internal and external environment, in this way to acknowledge the strength and opportunity, to recognize the weakness and threat, eventually to find the strategy for the further development. By summarizing the relevant documents and information and the interview of experts, this paper analyzes the SWOT and comes to the following conclusions:(1) The internal strength of The National Games market development (s) includes the high level, the large scale and huge influence; the abundance of local cultural resources; the comprehensive social benefit for the host city. (2) The internal weaknesses (w) include the lack of planning for brand concept; heterogeneity of market entities; the excessive reliant on government support; low level of internationalization. (3) The external opportunities (o) include the valuable experience gained from the international sports; the capacious room generated by the domestic economic development; the favorable environment created by the national strategic objective. (4) The external threats include the unsound legal protection for sports; the lack of highly qualified domestic management personnel and intermediary agencies of National Games; the triage of market resources caused by the invasion of international sports.This paper makes a SWOT matrix by matching various internal and external environmental factors to propose a series of optional countermeasures for the future development of The National Games market. The basic idea of these countermeasures is to enhance the strength, transform the weaknesses, seize the opportunities, and translate the challenges. The followings are suggestion:explore the local cultural resources by the sports events; reinforce the development of sponsors by its own position; expand the market space to develop mass sports products; introduce legal service institutes to improve the relevant laws and regulations; highlight the characteristics of The National Games to set the sponsors orientation; enrich the brand concept to build a good image; establish united main entities by Olympic experience; exert the market mechanism to diminish the excessive intervention of government; cultivate high qualified personnel to develop large sports intermediary.