Sports events in colleges and universities are an important way to improve students'physical quality,enrich cam-pus culture and promote the development of sports industry.The study uses the literature method,interview investigation and questionnaire survey to analyze the political,economic,social and technological macro environment background of sports events operation in colleges and universities by the PEST model.And factor analysis is used to explain the influen-cing factors of basic guarantee,social subject and market subject of sports operation in colleges and universities.Further-more,the author puts forward the optimized countermeasures of the influencing factors of sports events operation in colle-ges and universities under macro environment:improving the management system and enriching the supply of events;stand-ardizing management process and improving the quality of competition organization;strengthening the platform construction and improving the security level;introducing intelligence technology and optimizing the operation mode.%高校体育赛事是提升学生身体素质、丰富校园文化、促进体育产业发展的重要窗口.运用文献资料和问卷调查等方法,通过PEST模型系统分析高校体育赛事运作的政治、经济、社会、技术宏观环境背景,应用因子分析深入阐释高校体育赛事运作的基本保障、社会主体、市场主体影响因素,进而提出宏观环境导向下高校体育赛事运作的优化对策:改善管理体制,丰富赛事供给方式;规范管理流程,提高赛事组织质量;加强平台建设,提升赛事的保障水平;引进智能技术,优化赛事的运作方式.
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