文档介绍：对策研究分析 Research f‘‘NewCentury’’^, 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,A 0 on theMarketing Problems inSmall and sizedSports Events and Countermeasures Research Based on Spots Event Cases of‘‘NewCentury’’ ABSTRACT With therapiddevelopment ofnationaleconomy,people have more leisuretime andthehealthconcepts popular,it provides smallandmedium—sized sports events a largedevelopment thegovernment of Chinese vigorously promoting socialpublicsports and fitnessactivities,it creates ahistoricopportunity for thedevelopment ofsmall and medium—sized brokerage firmin Jinhua city ofZhejiang hosting sports events astheresearchobject paper uses themethod ofdocument,case analysis method andlogic first,define theconcepts ofsmall and medium—sized sports events form theway events participation,the degree anizationform ofevents, effect andproject ofevents,analysis position ofthesmalland medium。sized sports cases ofthenew century sportsbrokerage firm inJinhua bined with thepresent situation ofsmall and medium—sized sports events,we launchestheresearchformthefollowing fouraspects:themarketing concept,the products,the product promotion,the market orderofthesmalland medium—sized sports imbalance we propose thisresearch,this articleattempts toreflect the basicsituationofsmallmedium—sized sportevents’development andconstruction, analyze themarketing ofsmallm