“谁也不是神仙。”北京市国资公司党委书记、董事长李爱庆说，“鸟巢、水立方已经被公众过度神圣化了。”

“Who also not a magician。”Beijing inspected the company secretary of the party committee、The chairman LiAiQing said，“Bird's nest、Water cube has been consecrated excessive public。”

　　北京奥运会场馆的运营情况如何，一直受到关注。这使国家体育场有限责任公司副总经理相军等人时不时地要回答一些公众的问题。

Beijing Olympic operation condition，Attention has been。This makes the national stadium limited liability company deputy general manager in from time to time as army to answer some of the public。

　　针对鸟巢“低利用率”、“未全面考虑赛后利用”等说法，相军对《瞭望东方周刊》表示：“真心希望他们进来看看，面对面地交流。”

According to the bird's nest“Low utilization ratio”、“Not to fully consider using after the game”That such as，Phase of army《Weekly looked out on the east》said：“Really hope they come in and see，Face to face。”

　　“谁也不是神仙。”北京市国有资产经营有限责任公司(下称北京市国资公司)党委书记、董事长李爱庆对《瞭望东方周刊》说，“鸟巢、水立方已经被公众过度神圣化了。这么大场馆每天开门就要花很大成本，总得保证运营的可持续啊。”

“Who also not a magician。”Beijing state-owned assets management Co., LTD(The company said the inspected)Party secretary of、The chairman of LiAiQing《Weekly looked out on the east》said，“Bird's nest、Water cube has been consecrated excessive public。So big stadiums will take great cost to open the door every day，Must ensure that the operation of the sustainable ah。”

　　这家公司是国家体育场有限责任公司的控股股东。

This company is the national stadium limited liability company of the controlling shareholders。

　　门票效应逐年退减 Tickets effect reduced back year by year

　　鸟巢对外运营一年多时，出现过对运营方过度追求经济效益的质疑。比如鸟巢“天价矿泉水”，一度被炒得沸沸扬扬。后来，北京市政府和中信联合体协商后收回了鸟巢运营权。

The bird's nest foreign operations in a long，Appeared to operator excessive pursue the economic efficiency of the question。Such as the bird's nest“Day price mineral water”，Once fired uproar。later，The Beijing municipal government and citic association after the withdrawal of the right to negotiate the bird's nest。

　　北京市政府在协商收回运营权的时候，从北京银行贷款大约十亿元，偿还了中信联合体当初的建设资金贷款，相当于贷款置换。这笔贷款由现运营方国家体育场有限责任公司承担，每年需要偿还银行1.5亿元。除此之外，鸟巢每年还需要超过5000万元的运维成本支出。

The Beijing municipal government in the back of the right to negotiate，From Beijing bank loans about one billion yuan，The consortium at the beginning of the pay of citic construction funds loans，Equivalent to loan replacement。The loan is operator by national stadium limited liability company to undertake，Need to pay back the bank $150 million every year。In addition，The bird's nest every year also need to more than $50 million worth of operation and maintenance costs。

　　对于过往，协商各方达成“既往不咎”的共识，因此对于此次协商细节外界知之甚少。

In the past，Consultation the parties involved to agree on a“Let bygones be bygones”consensus，So for the consultation details knew very little about the outside world。

　　2012年夏季，鸟巢里的大小屏幕依然回放着2008年北京奥运会开幕式，以及比赛时的精彩片段。北京奥运会似乎不曾远去，而观众已不及开幕式百分之一。

In the summer of 2012，The size of the nest screen remain the 2008 Beijing Olympic Games a replay of the opening ceremony，And the wonderful game footage。The Beijing Olympic Games seem to never far away，And the audience had less than one percent of the opening ceremony。

　　每年“五一”到“十一”是旅游旺季。对于鸟巢而言，那种光靠旅游门票收入就能日进斗金的日子，一去不复返。

Every year“May 1”to“11”Tourist season is。As for the bird's nest，That kind of light by travel tickets income can pile of the day，Gone forever。

　　“现在门票收入已经从以前超过80%，降低到现在接近50%。”相军说。

“Now tickets income has more than 80% from the previous，Reduced to now close to 50%。”Phase army said。

　　北京奥运会后门票效应逐年退减。截至2011年底，鸟巢共接待1623.4万人次游客。游客逐年递减，2010年全年接待游客500万人次，2011年全年253万人次。

After the Beijing Olympics tickets effect reduced back year by year。By the end of 2011，The bird's nest, it has received 16.234 million overseas visitors。Tourists decrease，Year 2010 received 5 million tourists，Year 2011 2.53 million passengers。

　　北京体育大学管理学院副院长林显鹏的一份调查报告显示，北京奥运会闭幕之后一年多时间里，工作日鸟巢日均约一万人次进馆，周末超过2万人次，平均每天30万~50万元门票收入。从2008年“十一”至2009年春节前夕，鸟巢旅游收入超过1亿元。截至2009年5月底，鸟巢实现营业收入2.6亿元，远超现在一年的运营收入。

Beijing sport university management, vice President of the college of LinXianPeng according to a report，Beijing Olympic Games after closing more than a year，Working days on the bird's nest about ten thousand passengers JinGuan，Weekend over 20000 people，On an average day 300000 ~ 500000 yuan tickets income。From 2008“11”To 2009 years before the Spring Festival，The bird's nest tourism income more than 100 million yuan。By the end of May 2009，The bird's nest realize business income is 260 million yuan，Far more a year of operation income。

　　中国人口众多，鸟巢却只有一个。门票效应给了运营方一个喘息之机。

China's large population，The bird's nest is only one。Tickets for the effect of a breathing machine operator。

　 “要是没有前几年的门票效益，我们的奥运场馆赛后运营也会跟国外场馆一样陷入困境。通过这几年储备，无论人才结构、运营管理都做得更好了。”相军说。

“If no tickets for the first few years of the benefit，Our Olympic venues after the operation will also with foreign venues as in trouble。Through the years reserves，No matter structure of talents、Operation management all do better。”Phase army said。

　 “目前鸟巢一年所有成本支出大约2亿元，综合运营收入也是2亿元，已经实现现金流的平衡。”李爱庆说。

“At present the bird's nest year all costs about $200 million，Integrated operation income is 200 million yuan，Have been realized the balance of the cash flow。”LiAiQing said。

　　官方统计显示，自2008年赛后到2011年底，鸟巢实现累计运营收入8.3亿元。北京市国资公司希望在“十二五”期末，鸟巢、水立方的年综合运营收入分别达到3亿元、2亿元。

Official figures show that，From 2008 to 2011 at the end of the game，The bird's nest realize accumulative total operating income of 830 million yuan。The company hopes to inspected“1025”The final，Bird's nest、Water cube in the comprehensive operating income reached 300 million yuan respectively、$200 million。

　　北京关键之道体育咨询公司首席执行官张庆对本刊记者表示：旅游的潜力仍然较大，“全世界奥林匹克中心区有20万人次的流量，大型节假日几乎能达到40万人次的流量。我们要多一些市场导向的策划，给消费者多来一次的理由。”

Beijing the way of key sports consulting company chief executive ZhangQing to this reporter said：The potential of tourism still greater，“The Olympic center around the world has 200000 people of flow，Large holidays can achieve almost 400000 people of flow。We want some more market-oriented planning，To consumers a more reason。”

　　体育文化产业得会讲故事 Sports culture industry will have to tell the story

　　话虽如此，指望仅依靠门票就能赚大钱显然并不容易。李爱庆说：“我们在接手鸟巢、水立方两场馆运营之后，就决定要让它永远像新的一样。未来将千方百计地通过活动和市场开发来增加运营收入，使场馆赛后运营可持续。”

nevertheless，Expect rely on tickets can make a lot of money apparently is not easy。LiAiQing said：“We in the wake of the bird's nest、Water cube two venues after operation，The decision to it always as good as new。The future will leave no stone unturned to through the activities and market development to increase operation income，Make venues after sustainable operation。”

　　除了鸟巢各层直饮水系统暂停使用，以及墙壁上少数标识字体脱落之外，其他的确“像新的一样”。

In addition to the bird's nest each layer of straight drinking water systems stop using，And a few identify fonts on the wall outside fall off，Other really“As good as new”。

　　自动售货机里的饮料和食物比市面价格大约贵30%，也经常能看到有人购买。而商店和餐厅就冷清许多。

Vending machine in the drinks and food price than market cost about 30%，Often also can see someone to buy。And shops and restaurants are cold and cheerless many。

　　在鸟巢场馆周边做照相生意要比在鸟巢开餐厅、开商店更兴旺些。这个近20人的照相队，淡季时的日营业额接近8000元。鸟巢周边卖冰棍的十余名小贩，在4月中旬，每人每天也能售出近150根老北京冰棍。

In the bird's nest stadium in surrounding do business than in the bird's nest restaurant、Open more prosperous some stores。This nearly 20 people in the team，Out of the turnover, close to 8000 yuan。The bird's nest surrounding sell the ice stick 10 vendor，In mid April，Each person every day can also sold nearly 150 of old Beijing Popsicle。

　　目前鸟巢较大的商业面积出租给了奥运博物馆、旅游汇、餐厅、零售商店、赛后空间改造(文化创意交流中心)。鸟巢现在还是一个封闭空间，如果能够开通奥运中心区地下环隧，消费者的进出会平添许多方便。

At present the bird's nest larger commercial lease to the Olympic museum area、Tourism remit、restaurant、Retail stores、After the game space transformation(Creative culture exchange center)。Now the bird's nest or an enclosed space，If can open the Olympic center underground ring tunneling，Consumers can make the same score of pass in and out of many convenient。

　　仅仅依靠租金似乎也不现实。体育场馆盈利的长远出路还在于丰富其内容，对其功能的开发和利用，达到“以体养体”。

Depend only on the rent didn't seem real。Sports venues of the long-term way out is still profitable to enrich the content，The function of the development and utilization，reach“To raise body body”。

　　“体育文化产业得会讲故事，其营销最终也就是要会编故事、讲故事、卖故事。”中体竞赛管理集团副总裁、中国明星足球队领队王奇对《瞭望东方周刊》说。

“Sports culture industry will have to tell the story，Its marketing finally also is to will make up the story、stories、Sell story。”China competition management group vice President、China football team leader to star WangJi《Weekly looked out on the east》said。

　　商业区的冷清与广场的热火朝天形成反差，场地上几百人正在进行王力宏“火力全开”鸟巢演唱会的最后布置、排演。今年4月，连续三场大型演唱会在鸟巢举办。接下来，五月天的“诺亚方舟”演唱会在也这里举办。

Business district with lots of cold and cheerless square form contrast，The hundreds of people is wang lee hom“firing”The bird's nest concert finally decorate、rehearsals。In April this year，In three successive large concert held in the bird's nest。The next，mayday“Noah's ark”Concert in also held here。

　　举办大型赛演活动是运营方为鸟巢设定的第三大收入来源。“努力搞那些让全世界都知道的活动。”相军说。

A large "play activity is the third set for bird's nest does big source of income。“Try to figure those who let the whole world know activities。”Phase army said。

　　按照北京国资公司年度会议提出的计划，2012年鸟巢“力争举办不少于7场”高水平、有特色的顶级赛事演出活动，以及系列主题活动。

According to Beijing inspected the company annual meeting plan，In 2012 the bird's nest“Strive to hold no less than seven games”High level、Distinctive top matches performance，And the series of theme activities。

　　由于气温限制，鸟巢每年只有4月~10月期间适合举办大型赛演活动。截至目前，鸟巢共举办活动37项，其中万人以上项目18项，国际赛事8项，群众性活动11项、公益活动12项，共吸引200余万人次参与或观看各类赛演活动。

Because of the temperature limit，The bird's nest every year on April to October only suitable for holding large during the play activities。So far，The bird's nest of activity and items，Ten thousand of them have the above project 18 items，International event eight，11 mass activities、Public welfare activities 12，200 attracted more than people participate in the activities of all kinds, or watch on。

　　大型活动的收入贡献依然有限。相军介绍说，在鸟巢目前总共占比50%的非门票收入中，大型活动收入要低于包括商业场地出租、特许商品等市场开发的收入。

The activities of the large income contribution is still limited。Phase army introduced said，In the bird's nest at present of a total 50% of tickets than income，Large activities including business income is lower than the rental service、Licensed merchandise, the income of the market development。

　　“我们预期未来鸟巢门票收入、大型活动收入、市场开发收入旗鼓相当，大概各占1/3，或者市场开发综合收入稍微多一点。”相军说。

“We expect the bird's nest tickets income、Large activities income、Market development income evenly matched，About a third of all，Or market development and comprehensive income a little more。”Phase army said。

　　按其分类标准，鸟巢的市场开发收入里有包括4万余平方米商业面积的出租收入，以及拓展无形资产价值的运营收入等。奥运博物馆、旅游汇、文化创意交流中心等一批公益和商业项目正在筹划或建设中。

According to the classification standards，The bird's nest of market development in income, including more than 40000 square meters business in the area of the rental income，And expand the value of the intangible assets such as operating income。Olympic museum、Tourism remit、Cultural creative exchange center and a number of public welfare and commercial projects are planning or construction。

　　除此之外，特许商品开发也是无形资产掘金的重要招式。目前鸟巢特许商品已累计开发500余种，实现特许权开发收入600余万元。

In addition，Licensee product development is the important intangible assets the nuggets moves。At present the bird's nest licensed merchandise already accumulative total development to more than 500 types，Realize the franchise development income of 600 yuan。

　　而王奇还是毫不隐晦地对《瞭望东方周刊》说：“鸟巢(运营方)不大会运作无形资产。”

And WangJi or not to obscure《Weekly looked out on the east》said：“Bird's nest(operator)The general assembly does not operation intangible assets。”

　　仍不考虑整体商业冠名 Still don't consider integral commercial named

　　以无形资产开发为核心的市场开发，是奥运大型体育场馆赛后的重要收入来源，其中冠名权和豪华包厢收入又被认为是无形资产开发收入的核心来源。这基本成为国际惯用模式。

To intangible assets development as the core of the market development，Is the Olympic stadium post-match important source of income，An among them and luxury box income and is thought to be the core of the intangible assets development income source。This basic become international standard mode。

　　林显鹏告诉本刊记者：“在欧美主要发达国家，七成的大型体育场馆都出售了冠名权，美国七成以上职业俱乐部在有冠名权的场馆参加比赛。冠名权是这些国家大型体育场馆最重要的开发项目之一。”

LinXianPeng told this reporter：“Main developed countries in Europe and America，Seventy percent of the large sports venues are sold an，The United States more than seventy percent in a professional club an venues to take part in the game。These countries is an large sports venues of one of the most important development projects。”

　　在北京国资公司以前的“政策建议”资料中，也提到“按照国际惯例，授予奥运场馆整体或局部冠名权、广告经营权等政策支持”，但李爱庆肯定地回答：“现在仍然不考虑。”

In Beijing inspected the company before“Policy Suggestions”Material in，Also noted that the“According to international practice，Granted an Olympic venues whole or local、Advertising management policy support, etc”，But LiAiQing sure to answer：“Now still don't consider。”

　　起初北京市政府和鸟巢运营方都曾考虑过鸟巢整体冠名，但是北京奥运结束之后，鸟巢整体冠名权问题激起舆论广泛讨论，公众意见存在明显分歧，质疑者众，冠名最终未成。原本预期“最赚钱”的商业冠名被叫停，有消息说，鸟巢由此失去每年7000万元的冠名收入。

At first, the Beijing municipal government and the bird's nest operator have considered the bird's nest overall named，But after the Beijing Olympic Games，The bird's nest whole problem widely discussed an aroused public opinion，Public opinion there exist obvious differences，Critics all the，Named eventually did not become。Originally expected“The most profitable”Business named have been stopped，It is said that，The bird's nest which lost 70 million yuan a year named income。

　　鸟巢整体冠名之路不通，对于局部冠名权，比如包厢冠名事宜则一直在努力。相军说：“包厢正在寻求赞助商。”

The bird's nest overall named road couldn't get through，For an local，Such as reserved box named matters have been in the effort。Phase army said：“Reserved box is seeking sponsors。”

　　体育场包厢是一种高端社交场合，鸟巢可销售冠名的包厢位于四层，接近150个，面积从18平方米到65平方米不等。

The stadium box is a high-end social occasions，The bird's nest sale in four of naming box，Close to 150，Area from 18 square meters to 65 square meters)。

　正洽谈引入国足驻场 Is introduced in the field during the talks

　　“冠名不同于一般广告，也不是说你想要多少钱就能要多少钱。”北京华体世纪体育场馆经营管理有限公司总经理毕晋博介绍说，“冠名是一种体育场馆赛后运营商业模式，首先在国内这种模式还没有一个有效的对接，其次冠名需要品牌价值、经营业态等持续的支撑。”

“Named, different from the general advertising，It's not that you want how many money can want how many money。”Beijing China body century sports management limited company general manager BiJinBo introduced said，“Named is a kind of sports venues after the operation business model，In this mode is domestic first without an effective docking，Second named need brand value、Operational manner and continued support。”

　　我国体育产业发展还无法与欧美相比，尤其是大型场馆很难保证持续的赛事活动，导致观众到达率不高，场馆媒体功能很难较好地显现出来，因此，冠名的商业价值受限。

The sports industry in China are not compared with Europe and development，Especially large venues it was difficult to ensure that the continuous scheduled events，Cause the audience arrival rate is not high，It is difficult to better media function venues show，so，Named the business value of the limited。

　　虽然在场馆设计之初就做过赛后运营的计划，比如打造、定制过赛事公司、演出公司等“专属企业”，但是赛后运营压力依然是现实存在的。

Although the beginning of design at the venue had the operation of the game plan，For example makes、Customize a company event、Performance company, etc“Exclusive enterprise”，But after the operation pressure still is real。

　　曾有官方普查数据显示，全国66%的大型体育场馆有财政补贴。大多数事业单位性质的体育场馆建设由政府投入，运营不提折旧，但是盈利的只占12%。

Had the official census data show，The national 66% of the large sports venues have financial subsidies。Most institutions properties of the construction of sports venues by government investment，Do not carry depreciation operation，But only 12% of the profits。

　　中国体育场馆协会场馆运营和开发委员会常务副主任梁林分析说，大面积亏损的深层次原因还是场馆的管理体制问题，“鸟巢应该更加社会化”。

Chinese sports venues facility operation and development committee of association executive deputy director LiangLin analysis said，Large area of the deep reason or losses of the venue management system problem，“The bird's nest should be more social”。

　　王奇甚至提出，每年在鸟巢举办的不少项目是由政府投资的，归根结底还是政府在补贴。他对本刊记者表示：“场馆绝大多数是由政府投资，没有太多经营压力，既养场馆又养人。”

WangJi even suggest，Every year in the bird's nest for many of the project is held by the government of the investment，In the final analysis or government in subsidies。He to this reporter said：“Venues most is by government investment，Not too many operating pressure，Not only keep the adoptee gymnasiums。”

　　鸟巢、水立方等奥运场馆是以“政府主导、社会参与、企业运作的管理体制”，相比那些属于事业单位性质的大型体育场馆而言，压力更为明显。

Bird's nest、Water cube and the Olympic venue is based on“The government leading、Social participation、Enterprise operation management system”，Compared with those who belong to the nature of the business unit for large stadium，Pressure is more apparent。

　　对于这种企业化运作的体制，相军认为：“这样的体制更有利于兼顾鸟巢的经济效益和社会效益，只是可能在经济上、商业运作上有一些影响，但这也不是什么矛盾。”

For this kind of operation of enterprise system，Phase army think：“This system is more advantageous to the consideration of the bird's nest economic benefit and social benefit，But probably economically、Business has some influence，But that's not a contradiction。”

　　张庆认为，大型场馆赛后运营有赖于中国职业运动的发展。从欧美大型体育奥运场馆运营经验来看，承接大型活动是获取收入的主要方式之一，具体比如承办长期驻场职业赛事。

ZhangQing think，Large venues after the operation depends on the development of Chinese professional sports。From Europe and the large sports Olympic venues operation experience，To undertake large scale activities is one of the main ways for income，Such as the long-term undertaking specific professional tournament game。

　　但是在国内很难引进与鸟巢各方面相匹配的职业赛事。

But it is difficult to introduce in China with the bird's nest parties face matching professional tournament。

　　《瞭望东方周刊》获悉，鸟巢运营方已经跟中国足协等相关机构进行了洽谈，希望引进国足长期驻场。

《Weekly looked out on the east》Learned that，The bird's nest operator has been talking to the Chinese football association and related agencies on the talks，The long-term hope to introduce during the games。

　　“反正我们已经敞开怀抱。”相军表示，“国家队到国家体育场鸟巢踢球也是说得通的，想必国足的赞助商也会愿意。”

“Anyway, we have with open arms。”Phase army said，“National team to the bird's nest national stadium is sense of play，I think the national soccer team's sponsors would。”

　　“北京奥运场馆面临激烈的国内外竞争，这种竞争不是任何单一奥运场馆可以应对的。”林显鹏的建议是，建立奥运会场馆战略联盟，使各场馆从潜在竞争关系转变为新型合作伙伴关系，整合各自资源提升承接大型赛事能力，提高经营效益。

“Beijing Olympic venues face fierce competition at home and abroad，This kind of competition is not any single Olympic venues can deal with。”LinXianPeng suggestion is，The games venues established strategic alliance，Make the venues from potential competition relationship into new partner relationship，Integration of their resources to undertake large scale competition ability to ascend，Improve operation efficiency。