CAJ | 학술논문

体育场馆商业运营的本质就是回头经济的应用，顾客回头率的保持与提升是决定体育场馆回头经济生成的核心要素。体育场馆回头经济会经历由注意力经济到影响力经济转变，再由影响力经济升华到回头经济形成的过程。消费者一次性消费的完成、消费群体的增多和场馆信息的放射性扩散、二次定向消费或更多消费的实现是体育场馆回头经济形成过程不可缺少的环节。一定数量的顾客和回头率、具备吸引消费者的回头资源、舒适的场馆服务环境、适销对路的营销策略等是体育场馆回头经济形成的必备条件。而找准场馆目标市场，提高市场占有率和顾客回头率；打造场馆回头资源，维持顾客消费频次，注重场馆服务环境，提高场馆服务质量；实行多样化的经营策略，满足不同人群的消费需求等是体育场馆商业运营过程中回头经济实现的有效路径。
체육장관상업운영적본질취시회두경제적응용，고객회두솔적보지여제승시결정체육장관회두경제생성적핵심요소。체육장관회두경제회경력유주의력경제도영향력경제전변，재유영향력경제승화도회두경제형성적과정。소비자일차성소비적완성、소비군체적증다화장관신식적방사성확산、이차정향소비혹경다소비적실현시체육장관회두경제형성과정불가결소적배절。일정수량적고객화회두솔、구비흡인소비자적회두자원、서괄적장관복무배경、괄소대로적영소책략등시체육장관회두경제형성적필비조건。이조준장관목표시장，제고시장점유솔화고객회두솔；타조장관회두자원，유지고객소비빈차，주중장관복무배경，제고장관복무질량；실행다양화적경영책략，만족불동인군적소비수구등시체육장관상업운영과정중회두경제실현적유효로경。
From the perspectives of sports science, economics and marketing science, the authors studied the formation and ways of realization of return customer economy in the process of commercial operation of sports venues, and re-vealed the following findings: the essence of commercial operation of sports venues is the application of return cus-tomer economy; the maintaining and boosting of customer return rate is the core element that decides the generation of return customer economy of sports venues; return customer economy of sports venues will go through the processes of transformation from attention economy to influence economy, and then sublimation from influence economy to the formation of return customer economy; the completion of customers’ one-off consumption, the increase of consumption groups, the radioactive spreading of venue information, and the realization of secondary directional consumption or more consumption, are indispensible links in the process of formation of return customer economy of sports venues; a certain number of customers and a certain customer return rate, having return customer resources which attract con-sumers, comfortable venue service environments, readily marketable marketing strategies etc, are necessary conditions for the formation of return customer economy of sports venues; while well targeting venue markets, improving market share and customer return rate, building return customer resources of the venues, maintaining customer consumption frequencies, valuing venue service environments, enhancing venue service quality, implementing diversified operation strategies, meeting the consumption needs of different groups of people etc, are effective ways to realize return cus-tomer economy in the process of commercial operation of sports venues.