基于SWOT-AHP模型的运动休闲特色小镇发展战略研究——以山东省为例

运用文献资料、问卷调查、专家访谈、德尔菲、SWOT-AHP分析、数理统计等方法,对运动休闲特色小镇发展的内部优势和劣势、外部机会和威胁进行定性分析。基于SWOT矩阵组合,构建SWOT-AHP定量模型,通过对SWOT组中各因素之间的定量评价,研究认为,运动休闲特色小镇应以SO发展战略为基础,结合运动休闲特色小镇发展机遇和优势,兼顾ST抗争型的战略发展,规避发展的风险和威胁。建议以运动休闲特色小镇作为体育产业的新载体,利用国家政策红利倾向,推进体育供给侧改革,为建设运动休闲特色小镇提供理论指导和思路借鉴。

Development strategy of sports and leisure characteristic town based on SWOT-AHP model:With Shandong province as an example

By using the methods of documentation,questionnaire,expert interview,Delphi,SWOT-AHP and mathematical statistics,this paper made a qualitative analysis of the internal advantages,internal disadvantages,external opportunities and external threats of the development of small towns with sports and leisure characteristics,and constructs a SWOT-AHP quantitative model based on SWOT matrix combination.Through the quantitative evaluation of various factors in SWOT group,it is concluded that the development of sports and leisure characteristic towns should be based on SO strategy,make full use of the development opportunities and advantages of sports and leisure characteristic towns,and also take into account the strategic development of ST resistance type,so as to avoid the development risks and threats.It is suggested that sports and leisure towns should be used as new carriers of sports industry,and the dividend tendency of national policy should be used to promote the reform of sports supply side,so as to provide theoretical guidance and ideas for the construction of sports and leisure towns.