现阶段,国内现有体育场馆融资营销模式运行存在大量的问题,根本不能满足现代体育场馆的建设需求,因此,急需引入更多新型融资模式。目前,国外大多数体育场馆融资常采用BOT、PPP等融资模式,而这将对国内体育场馆融资营销模式探究产生更多有利影响。文章作者针对陕西省体育场馆融资营销模式现状、常用模式以及今后融资营销模式的发展方向予以详细阐述,以期为相关研究提供参考。 At this stage, there are a lot of problems in the operation of the existing stadium and stadium financing marketing mode in our country and simply can not meet the construction needs of modern stadiums and stadiums. Therefore, it is urgent to introduce more new financing modes. At present, most foreign stadium financing often use financing models such as BOT, PPP, which will have more beneficial effects on the exploration of financing mode of sports stadium in China. The author of this article elaborated the status quo of the financing marketing mode of stadium and gymnasium in Shaanxi Province, the common mode and the development direction of the future financing marketing mode in order to provide reference for the related research.