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中小型体育赛事营销问题的分析及对策研究
——基于“新世纪’’赛事案例分析
摘要
国民经济的持续快速发展,加之人们余暇时间增加以及健康观念的深入人心,为中小型体育赛事提供了更大的发展空间;同时中国政府大力推进社会大众体育和全民健身活动,为中小型体育赛事市场的发展创造了历史性的机会。本文
以浙江省金华市新世纪体育经纪事务所在200l一0lO年10年内举办的体育赛
事为研究对象,采用文献资料法、案例分析法、访谈法等开展研究。首先从赛事
参与方式、市场化程度、赛事组织形式、赛事效果和赛事项目五个方面定义中小型体育赛事概念,分析其特征及构成;再以金华市新世纪体育赛事事务所的赛事案例为个案进行分析研究,结合中小型体育赛事发展现状,有针对性的提出中小型体育赛事营销中营销理念、赛事产品、赛事推广、赛事赞助及市场秩序五个方面与市场可持续发展失衡;最后提出有效的解决措施。通过上述研究,本文试图从市场营销学的角度反映我国中小型体育赛事市场发展建设的基本状况,对现阶段中小型体育赛事市场营销问题进行分析,并提出解决对策,意为我国中小型体育赛事经营管理机构和有关研究人员提供参考。
关键词:中小型体育赛事:体育赛事营销;市场营销;对策研究
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on the Marketing Problems in Small and sized Sports Events and Countermeasures
Research
Based on Spots Event Cases of‘‘New Century’’
ABSTRACT
With the rapid development of national economy,people have more leisure time and the health concepts popular,it provides small and medium—sized sports events a large development the government of Chinese vigorously promoting social public sports and fitness activities,it creates a historic opportunity for the development of small and medium—sized sports takes the sports
brokerage firm in Jinhua city of Zhejiang hosting sports events as the research object
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in this paper uses the method of document,case analysis method and logic
first,define the concepts of small and medium—sized sports events form the way events participation,the degree of anization form of events, effect and project of events,analysis characteristic position of the small and medium。sized sports analysis cases of the new century sports brokerage firm in Jinhua bined with the present situation of small and medium—sized
sports events,we launches the research form the following four aspects:the marketing concept,the products,the product promotion,the market order of the small and medium—sized sports imbalance with the market sustainable we propose effective this research,this article attempts to reflect the
basic sit