|（School of Physical Education，Guangzhou University，Guangzhou 510006，China）
Abstract: Sports venue resources in Guangzhou University City are abundant, but they have such problems as backward business management modes, undiversified paid services, outdated management mechanisms, lacking in management professionals, and low resource operating efficiency. Objectively the nationwide sports system reform and the “Nationwide Fitness Program” require that all institutes of higher learning take the market running mecha-nism into consideration in various management jobs, therefore the reform of college sports venue management modes is inevitable. During the implementation of the “Sports Fitness Card” in Guangzhou University, the authors, by referring to successful experiences in college sports venue reform at home and abroad, introduced the balanced score card (BSC) performance evaluation and management tools widely adopted by the service industry at home and abroad, and by taking sports venues in Guangzhou University for example, probed into the construction of business management systems and modes of various college sports venues in Guangzhou University City in the future, expa-tiated on the strategies for the design and implementation of the BSC for sports venues in Guangzhou University City, and designed the frameworks and standards for the BSC performance management index system.
Key words: business management of college sports venue；balanced score cord；performance index；Guangzhou university City