SWOT Analysis About Outdoor Sports Business Entity Which Facing The Era Of Leisure In China

With continuously perfect of our country’s market economy system and improvement of our gross national product, people’s living conditions have been greatly improvement; the public vacation time has increased year by year; the process of urbanization is accelerated apparently. China enters the aging society ahead of time. China is gradually entering into "the age of leisure civilization". As a result, to meet people’s growing need in spiritual and cultural life, implement the view of scientific development, build a harmonious society have become the top priority of china’s development. After the Beijing Olympic Games, the core targets of Chinese sports development will become enhance people’s physique and the entire national people’s physical fitness and quality of life. Changing the way of leisure, diversifying leisure experiences are the new ways of doing sports and new tendencies. Outdoor sports business entity as an important part of leisure industry is faced with good opportunities for development. During the twelfth five-year plan,"the nationwide body-building plan" has clearly pointed out the need to make full use natural conditions to organize and conduct some simple and easy-accepted outdoor sport in public and change people’s value of leisure and consumption concept. Therefore, at present stage, there is no doubt that we should comply with the international and domestic outdoor development trend and develop the outdoor sports industry vigorously. Under this social background, doing research into developmental situation of outdoor sports business entity has strong theoretical and practical significance.This thesis based on the literature, questionnaire, expert interview, mathematical statistics and concept analysis methods. Apply the SWOT analysis method to analysis advantage, inferior position, opportunity and threatens that nowadays our country’s outdoor sports business entity may be faced. Research indicates, the advantages of our country’s outdoor sports business entity are that the province offers powerful support and guide to it, With rich natural resources and convenient traffic conditions and abundant human resources, the service content is novelty and mass foundation is increasingly strong. Outdoor sports’own sporting charm, the change of people’s leisure way make outdoor sports have multiple benefits. But the inferior position are that the country’s policies and regulations are not clear; manage system is not perfect enough; outdoor sports lovers are lack of safety awareness; there are not enough administrative personnel; the quality of personnel needs to be improved; there exist bottleneck in funds of the development of outdoor sports entity; the level of operating entity development should be improved; the regional development is imbalance. Commercialize degree is low. Opportunities provide good chances to the coming of leisure time. Nationwide fitness campaign deepened foundation of the masses. The enhancement of the people’s living standard. National fitness awareness has been strengthened after the period after the Olympic Games. Participation in sports consumption is increasingly prosperous. With sustained and rapid development of economic, people gradually raise the awareness of leisure, and outdoor sports promotion platform gradually increased as well. The threatens are the competitions from substitute products and services; entrance of international related industries and international brand; the narrow concept of outdoor; misleading of the media.On the basement of the SWOT analysis method, after sorting and analysis, this thesis put forward some main develop countermeasures:Macro:take advantage of the opportunity of China’s economic system reform and industrial structure adjustment to develop outdoor sports vigorously, we should perfect laws and regulations, industry standards system and industry management; accelerated outdoor sports laws and regulations legislation; regulate the outdoor sports goods industry standard system; strengthen the management of outdoor sports industry, coordination of outdoor sports business entities and related industries to promote its sustainable development to create national brands, increase investment and theoretical study of outdoor sports in scientific research. Microscopic:speeding up marketization and industrialization; take the coming of leisure times as an opportunity to develop the leisure outdoor sports vigorously; change the marketing idea; improve the marketing system; taking market as guidance, establish and improve the outdoor sports industry development mode, make full use of various media to strengthen the propaganda; establish outdoor sports talent training system; strengthen social personnel training; strengthening international exchange and cooperation.