后奥运及经济危机影响下体育赛事市场开发的SWOT分析——以山东省举办第十一届全运会为例

摘要

With the successful holding of the 2008 Beijing Olympic Games and the global financial crisis as the research background, the paper makes SWOT analysis of the internal and external factors of market exploration in the 11th National Sports Meeting held in Shandong province. Research suggests that in the face of global economic recession, the market exploration of the 11th National Sports Meeting should establish the national sports meeting brand with the help of the 2008 Beijing Olympic Games. The public market should be developed and explored and the domestic enterprises should be the basis.%以2008年北京奥运会的成功举办以及全球经济危机产生的影响为背景,对2009年山东省承办第十一届全运会的市场开发内、外因素进行SWOT分析.研究认为:面对全球经济衰退,第十一届全运会市场开发应借奥运之势全力打造全运会品牌,大力开发群众市场,立足国内企业.