改革开放以来经济快速发展,随着人民生活水平的不断提高,人们可支配收入增加、闲暇时间增多,广大群众对于健身的需求日益增大,北京奥运会的成功举办更是促进了全民健身运动的蓬勃发展。但是目前我国公共体育场地数量少、规模小,群众健身需求的增强使体育场馆不足的问题更加严重。我国高校的体育场地相对全国水平来说是比较充足的,且存在部分闲置的情况,在不影响高校体育教学和训练的前提下将高校场馆资源有效开发、合理利用,既可以缓解学校体育经费的不足,达到“以体养体、以民养体”的目的,又可以缓冲社会体育场馆不足的现状,满足周边群众的健身需求,有利于全民健身计划的落实。本文运用SWOT分析方法,对高校体育场馆有偿经营的内部优势和劣势、外部环境带来的机遇和挑战进行了分析,探讨了适合高校体育场馆有偿开放的管理经营对策。在管理上,解放思想,打破传统的管理观念,实现政体分开、权责分明,建立安全保障机制及应急机制,加强安全管理,对高校体育场馆的使用进行精细化管理、并逐步实行数字化管理,采用物业管理方式提高服务的质量。在经营上,注重网络媒体利用,加强宣传力度,建立高校周边各个击破的营销模式,并采用多种价格类型的定价策略。 Since the reform and opening up, the economy has been developing rapidly. With the continuous improvement of people’s living standard, disposable incomes have increased, leisure time has increased, and the demand for fitness for the broad masses has been increasing. The successful hosting of the Beijing Olympic Games has also promoted the vigorous development of the nationwide fitness program development of. However, the current number of public sports venues in our country is small and the scale is small. The enhancement of mass physical fitness requirements makes the problem of insufficient stadiums more serious. The sports venues of colleges and universities in our country are comparatively adequate for the national level and there are some idle situations. Without affecting the physical education and training in colleges and universities, the effective development and rational utilization of venues in colleges and universities can both alleviate the funding of school sports Inadequate to achieve “to support the body, to support the people ” purpose, but also to buffer the status quo of social stadiums inadequate to meet the surrounding people’s fitness needs, is conducive to the implementation of the national fitness program. This article analyzes the advantages and disadvantages of the paid management of college sports venues and the opportunities and challenges brought by the external environment by using the SWOT analysis method, and discusses the management strategies suitable for the openness and payment of sports venues in colleges and universities. In management, emancipating the mind, breaking the traditional management concept, separation of political system, power and responsibility, the establishment of security mechanisms and emergency response mechanisms to strengthen safety management, the use of colleges and universities stadiums fine management, and the gradual implementation of digital management, Use property management to improve service quality. In business, pay attention to the use of online media, strengthen publicity efforts to establish various break-through marketing around the University, and the use of a variety of price types of pricing strategy.