CAJ | 학술논문

借鉴大冬会市场运营模式，提升比赛场所的社会知名度、美誉度和信誉度影，使其社会效益、经济效益最大化是每个参赛单位的理想预期。通过实地调研发现大冬会滑雪比赛场所在雪场日常管理中依然以事业单位模式为主，行政管理人才较成熟，市场化营销人才匮乏，雪场运营成本过高，主要收入以政府拨款为主，市场化运营的专业人才相对匮乏；场地用途单一，缺乏市场化深度开发；旅游周边产品与未呈现明显经济效益，旅游市场开发程度有限，品牌意识淡薄，雪场生态环境问题日益凸显等制约着滑雪场经济效益和社会效益的最大化。
차감대동회시장운영모식，제승비새장소적사회지명도、미예도화신예도영，사기사회효익、경제효익최대화시매개삼새단위적이상예기。통과실지조연발현대동회활설비새장소재설장일상관리중의연이사업단위모식위주，행정관리인재교성숙，시장화영소인재궤핍，설장운영성본과고，주요수입이정부발관위주，시장화운영적전업인재상대궤핍；장지용도단일，결핍시장화심도개발；여유주변산품여미정현명현경제효익，여유시장개발정도유한，품패의식담박，설장생태배경문제일익철현등제약착활설장경제효익화사회효익적최대화。
Based on the market operation pattern of winter universiade,every contestant expects to promote the competition venues' popularity,reputation and creditworthiness in order to maximize the social and economical benefits. By means of field investigation,the paper finds out some existing problems of daily management in ski resorts after winter universiade,which relate to the pattern based on the institutional units,the lack of marketing personnel but the grown-up administrative personnel, the high operation cost,the main income from government allocations,the lack of market-oriented depth development but monotonous usage,the less economical benefits of tourism peripheral products, the confined development of tourism market,the weak brand consciousness,the increasingly prominent restriction of ecological environment.