第十一届全运会市场开发SWOT分析

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社会背景,从＂奥运效应＂、独特的齐鲁文化为举办优势（strengths）,缺乏大赛举办经验、城镇居民可支配性收入较低、全运会赛事负面影响为劣势（weakness）,山东国际孔子文化节、建国六十周年庆典、我国体育赛事改革为历史机遇（opportunities）,以及经济危机、2010年亚运会举办、地震捐赠援建为挑战（threats）进行分析,研究认为：第十一届全运会市场开发,山东省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,有所为有所不为.

SWOT Analysis of Marketing Development about the Eleventh National Games

This paper is set in such a social background which the 2008 Beijing Olympic Games was a great success while the global economic crisis exerted profound influences on China. SWOT analysis referred in this paper indicates those strengths, weakness, opportunities and threats. Strengths refers to ＂Olympic effect＂ and the unique Qilu culture. Weakness here are the lack of experience of hosting large scale sport competitions, lower disposable income owned by urban residents, as well as the negative impacts brought by the National Games. Historical oppor- tunities are Shandong International Confucius Cultural Festival, the sixtieth anniversary celebrations of the founding of the PRC and the reform of China g sporting events. Threats are represented by the economic crisis, the Asian Games held in 2010 and donations for the 5.12 Wenehuan earthquake. After this kind of SWOT analysis, the re- search shows that it is good for Shandong to make efforts to creat brands related to the national games, develop a market to meet the mass demand and rely on our domestic firms.