Marketing Outsourcing of Chinese Sports Clubs: A SWOT-AHP Analysis

摘要：

We propose a combined method based on the strengths, weaknesses, opportunities and threats (SWOT) and analytic hierarchy process (AHP) to investigate marketing outsourcing decision of Chinese sports clubs. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, Market share is the most important decision making factor for decision makers whereas cost minimization is not as important.

关键词： marketing outsouring sports club

作者: LIU Zhaohui

作者单位: Department of Sports Luoyang Institute of Science and Technology Luoyang 471023, China

会议类型: 国际会议

会议名称: 2011 Fourth International Conference on Business Intelligence and Financial Engineering(第四届商务智能与金融工程国际会议 BIFE2011)

会议地点: 武汉

会议语种:英文

页码: 169-174

在线出版日期: 2011-10-17（万方平台首次上网日期，不代表论文的发表时间）