| （School of Sport，South China University of Technology，Guangzhou 510640，China) Abstract: In order to systematically analyze various factors in Beijing Marathon game operation, and to boost its better development, the author analyzed the internal and external environments of Beijing Marathon by means of SWOT analysis. The internal advantages of Beijing Marathon are mainly the organizer’s game operating experi-ences and resources, unique game routes and human landscapes, diversified game activities, market and common-weal combined game operating conception, relatively perfected safety and medical security, its internal disadvan-tages are mediocre game input and prize money, to be improved game service performance, and inadequate game derivative product development; its external opportunities are the time background of government function trans-formation, the changing of the game organizer, and gradually expanding mass base; its external threats are incom-plete sports legal environment, and the reinforcement of competitive power of similar games at home and abroad. According to the said factors, the author put forward pioneering, striving, contending and conservative types of strategies and specific measures.
Key words: sports management；SWOT analysis；game management；Beijing Marathon |
