A Study On Macao Sport For All Development Strategies

Sport for all is a social phenomenon arised in the 20th century. With the advancement of the economy and science and technology, through sports activities people around the world enhance the condition of health, improve the quality of life, and cultivate public awareness and habits of participating in sports. Benefiting from the rapid development of the global economy, the activity pattern of the people in Macao has experienced a significant change. Improvement in the quality of life and variation in the mode of labor has led to considerable changes in the distribution and proportion of people's schedules of work and leisure time and relaxation. They are more demanding in Sport for all. In view of this, the development of Sport for all has become a major sports policy of the Macao SAR government in the past decade.This dissertation attempts to apply a variety of management analysis methods, including the PEST Analysis Model, SWOT Analysis, Marketing Mix-4Ps, BCG Matrix and Ansoff Matrix, etc., as the tools to study the situation of Macao Sport for all, in order to analyze its macro environment, development, operating conditions, competitiveness and market positioning, and to summarize its vision and development prospects so as to develop for future strategies. Organization and operational mechanism of Macao Sports are mainly government dominated. The majority of the resources to local sports associations comes from government subsidies. Sport for all in Macao was initiated after the establishment of the Macao SAR government. It has been growing in a rapid phase, and tends to be sensational, short-term focus and lacks of sustainability, etc.At present, part of the problems on sports in Macao is the uneven distribution of resources. This is due to excessive concentration of resources in the government's hands and serious imbalance in sports development as a result of government domination. In addition, the lack of sports venue further causes conflicts between the authorization and local associations. Insufficent scientific research and sports professionals, absence of study on Sport for all, as well as a variety of macro-social issues are the main content of this dissertation.The development strategies of Macao Sport for all should take into consideration of the current problems Macao is facing so as to integrate the various plans and ideas, grasp the crux of the problems, define the global goals, directions and scopes for future development of Macao Sport for all, establish the blueprint for Macao sports development, and build a model suitable for Macao Sport for all with respect to sports policies and supporting laws and regulations, the optimization of sports venues, cultivation of local sports talents, establishment of middle to long term research, and education to the public. Furthermore, feasibility research to expand the network for Macao Sport for all to cross the border should be studied to make use of the neighbouring land resources to build the urban life district, in order to enlarge the areas the public can utilize for sports activities in attempt to ease the problems of insufficient sports and outdoor venues.