文档介绍：毕业论文
题目: 青海品牌体育赛事营销策略研究
—以“环湖赛”为例
学生姓名: 李启祯
学号: 0734105119
指导教师: 王丹
专业年级: 工商管理系
所在班级: 07市场营销班
完成日期: 2011年6月08日
答辩日期: 2011年6月13 日
青海品牌体育赛事营销策略研究—以“环湖赛”为例
摘要
当今社会,几乎每个城市、地区都在千方百计打造自己特有的品牌,寻找属于自己的品牌符号。曾几何时,青海的经济发展比较缓慢,借助品牌体育赛事让青海高原美景走出“闺房”,在世人面前掀起“盖头”,是青海省实施品牌体育赛事营销战略的重要举措。到目前为止,青海省已经形成了以环青海湖民族文化体育旅游圈为核心,以环青海湖国际公路自行车赛、中国青海抢渡黄河极限挑战赛、青海高原世界杯攀岩赛三大品牌赛事为中心的品牌体育赛事,有机地把青海的自然风光、人文景观与体育品牌赛事相结合,打造青海省特色体育赛事的品牌。
本文通过对青海省品牌体育赛事现状的研究分析,结合我国市场经济体制下体育行政管理体制改革方向,运用经济学关于市场营销理论和生命周期的理论等,采用定性分析的分析方法,实证分析与规范分析相结合的方法,进行综合归纳,总结分析。对青海省品牌体育赛事提出了几点问题及其的营销对策。
关键词:青海省,品牌体育赛事,营销策略研究
QINGHAI SPORT MARKETING BRAND STRATEGY - "LAKE RACE" AS AN EXAMPLE
Abstract
In current, nearly every city, district are left no stone unturned in creating your own unique brand, find their own brand symbol. Once upon a time, relatively slow economic development of Qinghai Province, with brand beauty of sports events to the Qinghai plateau out of the "boudoir” in the eyes of the world launching the "hijab"is a brand of Qinghai and the importance of sports marketing strategy initiatives. So far, around Qinghai Lake in Qinghai Province has already formed a circle of national culture and sports tourism as the core, Qinghai Lake International Road Cycling Race, crossed the Yellow River in Qinghai, China grab ultimate tournament, the Qinghai Plateau Climbing World Cup tournament match for the three brands Center of the brand sports events, the natural scenery of Qinghai, cultural landscape and bination of petition, playing sports brand.
Based on the present situation of Qinghai brand sports events, combined with the research analysis under China's market economic system reform direction sports administration system, using economics about marketing theory and the life cycle theory, using qualitative analysis methods of analysis and empirical analysis and normative analysis, the method bining reviewed and summarized, summary analysis. Brand sporting event in Qinghai province puts forward some problems a