Study On The Current Situation And Developing Strategiesfor The Marketing Operation Of Yancheng Sports Stadium

The core of stadiums’ marketing operation lies in the management mode. The sustainable operation of a stadium depends largely on the fact that the management mode adapts well to the current market-oriented economy. By analyzing the status quo of the marketing operation of Yancheng Stadium using methods of comparative analysis and mathematical statistics, this thesis aims to find out the problems existing in the current situation, particularly those in management mode. This thesis also explores the applicable solutions to these problems as well as the developing orientations for the management mode, which will serve as a proper model and reference for the marketing operation of stadiums in China at present stage.The findings of this study can be summarized as follows:1. The managing modes of stadiums in Yancheng mainly fall into the following types: entrusted management,enterprise management, institution management and reformed institution management, among which institution management and reformed institution management play a dominant role whereas enterprise management and entrusted management take up a relatively small proportion. Most stadiums adopt a mixture of managing modes, making full use of their resources. The diversity of managing modes and the flexibility of operating methods can add vitality to the marketization of stadiums.2. There still exist several problems in the management of marketizational operation of stadiums in Yancheng City: lack of market value idea,not fully reflect the business objecteives. the worrying situation in invisible assets development with deficient sources for fund-raising. The deficiencies in current operational state also consist in that the service quality and the furnishing facilities still need improving and that the membership system of physical fitness and the market specialization remain to be perfected. All among these problems, the core issue lies in the lack of talents, which is reflected in the low level of management.3. In dealing with the existing problems, several measures should be taken, which include scientific orientation,optimizing resources,innovating market price idea.and following the trend to innovate system, introducing talents, bringing out full potentials, completing the facilities and equipment, enhancing the service awareness, improving intensive management as well as the comprehensive qualities of managing staff,further dividing the market and promoting multi-level management, forging brands, broadening the channels for fund-raising to introduce capital and introducing “boutique” projects.