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1.
体育营销及其在我国的发展研究 总被引：5，自引：0，他引：5
在西方国家，企业都非常热衷于体育营销，关于体育营销的理论研究也异常活跃。反观我国情况，体育营销早已开展多年，尽管取得一些成就，但问题也颇多。理论研究滞后，有关方面的专著或学术文章不多。本文拟就体育营销的功能、目的，体育营销在中国的演进轨迹和目前我国体育营销中存在的问题等作一探讨，同时提出对策和建议。 相似文献
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反垄断法视野下职业体育电视转播权的营销 总被引：1，自引：1，他引：0
职业体育电视转播权的营销已成为职业体育的重要经济来源之一,直接影响着职业体育的发展。作为一种市场行为,职业体育电视转播权的营销理应受到反垄断法的调整。随着我国《反垄断法》的颁布与实施,也必然会对职业体育电视转播权的营销起到调整和规制作用。采用逻辑分析、对比分析的研究方法,对职业体育电视转播权营销的反垄断问题以及职业体育发达国家的电视转播权在反垄断法框架下的营销策略进行分析,结合我国转播市场的具体情况,提出《反垄断法》框架下职业体育电视转播权营销的思考与建议。 相似文献
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张晓健 《哈尔滨体育学院学报》2011,29(6):37-39
运用文献资料、逻辑分析等研究方法对我国目前体育品牌营销模式进行了分析研究,结果显示：我国体育品牌营销模式存在着缺乏长期战略规划、营销手段单一、不注意名人与品牌之间有效的连接点等问题,并在此研究基础上提出了相应的建议,为我国体育品牌营销的进一步完善提供参考。 相似文献
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运用文献资料法、逻辑分析法、比较分析法等研究方法对中西方文化差异对体育营销广告传播的影响进行了总结,指出中西方的体育价值取向、价值观念与思维方式、风俗习惯存在差异,同时根据相关的体育营销理论及跨文化广告传播理论,在研究中西方文化差异及其对跨文化广告传播效果影响的基本上,对跨文化体育营销广告传播策略问题进行初步探究,提出了提高跨文化体育营销广告传播效果的方法与技巧。 相似文献
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通过对体验营销的概念及特点阐述，运用文献资料与调查访问法，从体验营销的角度出发对我国体育市场开发进行研究，提出了我国体育市场开发实施创新体验营销观念、加强体验营销人才培养等对策。 相似文献
6.
体育营销实践前景探讨 总被引：4，自引：0，他引：4
通过对我国体育经济特点的分析，和将营销概念植入体育经济领域的可能性进行探讨，指出我国体育营销存在的十大误区和应遵循的八大原则，以期为我国体育营销实践提供参考。 相似文献
7.
通过文献资料、专家访谈等方法对市场经济环境下我国现阶段高校体育教育的操作活动阶段(研究认为:还处于营销发展过程的初级阶段———生产阶段)、高校体育教育进行产品营销的背景、营销的方法等内容进行了研究,该研究可以为市场经济下的高校体育改革发展理论提供参考。 相似文献
8.
论我国企业品牌国际化体育营销战略 总被引：18，自引：0，他引：18
过对我国企业品牌国际化体育营销现状的分析,揭示了我国企业在品牌国际化体育营销中存在的问题,提出我国企业品牌国际化体育营销战略的对策和建议 相似文献
9.
体育营销的作用机制与应用模式选择 总被引：9，自引：1，他引：8
界定了现代企业体育营销的基本内涵，剖析了体育营销的沟通特性与商业价值，最后总结了现代企业体育营销模式选择，即体育媒体营销，体育赛事营销，体育团队、明星营销和体育组织营销等4种基本模式。 相似文献
10.
熊雪 《体育科技文献通报》2013,21(7):109-111
在全球经济日益多元化发展的良好前提下,我国体育服装企业正经历着由模仿到创新的改革阶段,其产品技术含量、营销模式也在逐步更新,但仍然和国外知名企业存在一定差距,本文将主要对我国体育服装行业的营销策略进行浅要分析,通过对比国内外营销先进理念及相关的资料收集以及实际访谈,归纳出以适应我国体育服装企业需要的特有的营销策略,力求推动体育服装行业快速向前发展,逐渐形成具有国际视野的知名品牌。 相似文献
11.
This study examined the effect of carbohydrate ingestion on metabolic and performance-related responses during and after a simulated 1h cycling time trial. Eight trained male cyclists (VO 2 peak = 66.5ml kg -1 min -1 ) rode their own bicycles mounted on a windload simulator to imitate real riding conditions. At a self-selected maximal pace, the cyclists performed two 1h rides (separated by 7 days) and were fed either an 8% carbohydrate or placebo solution. The beverages were administered 25 min before (4.5ml kg -1 ) and at the end (4.5ml kg -1 ) of the ride. With carbohydrate feeding, plasma glucose tended (P = 0.21) to rise before the time trial. Compared with rest, the plasma glucose concentration decreased significantly (P < 0.05) at the end of both rides, with no statistically significant difference being observed between treatments. Thereafter, plasma glucose increased significantly (P < 0.05) at 15 and 30 min into recovery, and was significantly higher at 30 min during the carbohydrate trial compared with the placebo trial. No significant changes in plasma free fatty acids were observed during the ride. However, a significant increase (P < 0.05) in free fatty acids was found at 15 and 30 min into recovery, with no difference between trials. Mean power output was significantly (P < 0.05) greater during the carbohydrate compared with the placebo trial (mean - S.E.: 277-3 and 269-3W, respectively). The greater distance covered in the carbohydrate compared with the placebo trial (41.5-1.06 and 41.0–1.06km, respectively; P < 0.05) was equivalent to a 44s improvement. We conclude that pre-exercise carbohydrate ingestion significantly increases endurance performance in trained cyclists during a 1h simulated time trial. Although the mechanism for this enhancement in performance with carbohydrate ingestion cannot be surmised from the present results, it could be related to a higher rate of carbohydrate oxidation, or to favourable effects of carbohydrate ingestion on the central component of fatigue. 相似文献
12.
Roy J. Shephard 《Journal of sports sciences》2013,31(7):603-620
The biology and medicine of rowing are briefly reviewed. Effort in a 2000 -m race is about 70% aerobic. Because the boat (and in some instances a cox) must be propelled, successful competitors are very tall, with a large lean mass and aerobic power. Large hearts may lead to erroneous diagnoses of a cardiomyopathy. Large respiratory minute volumes must be developed by chest muscles that are also involved in rowing. The vital capacity is typically large, and breathing becomes entrained. Expiration cannot be slowed relative to inspiration (as normally occurs at high rates of ventilation) and the limiting flow velocity may be reached, with the potential for airway collapse. Performance is strongly related to the power output at the ‘anaerobic threshold’, and lactate measures provide a guide to an appropriate intensity of endurance training. Peak blood lactate levels are higher in males (commonly 11–19 mmol·l -1 and occasionally as high as 25 mmol·l -1) than in females (9–11 mmol·l -1), probably because males have a greater muscle mass in relation to blood volume. The skeletal muscles are predominantly slow twitch in type, developing an unusual force and power at low contraction velocities. Many rowers have a suboptimal diet, eating excessive amounts of fat. Lightweight rowers also have problems of weight cycling. Aerobic power and muscle endurance often change by 10% over the season, but such fluctuations can be largely avoided by a well-designed winter training programme. Injuries include back and knee problems, tenosynovitis of the wrist and, since the introduction of large blades, fractures of the costae. 相似文献
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重新认识体育的社会关联 总被引：3，自引：1，他引：2
体育与政治之间存在一个悖论，体育的发展与经济实力之间没有直线相关，体育与教育部分重叠，体育与宗教最为近缘，体育可借用科学手段，体育的艺术禀性日益明显，体育与养生反映着两种人生观。 相似文献
15.
本文在专家访谈、问卷调查、数理统计和文献资料分析的基础上,探析了上海社区体育竞赛参与者的特点、参与者对社区体育赛事运作管理的看法等问题。在此基础上从引进社区体育赛事的志愿者、整合社区体育赛事的各种资源、开发社区体育竞赛的无形资产、组建非营利性的专业团队、规范社区体育赛事的服务管理等方面提出了进一步满足上海社区居民日益增长的体育竞赛参赛需求的对策与措施。 相似文献
16.
对全面把握游泳训练环节的探讨 总被引：4，自引：0，他引：4
从系统观点出发,结合训练实践,对全面把握游泳训练环节进行探讨。认为应强化非智力因素在运动员多年训练中的作用,在育材全过程中不断选材,从整体上把握动态训练的全过程,把培养高水平运动员的整个过程置于一个严格的科学控制之下。 相似文献
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影响和限制耐力性运动项目的成绩的生理因素是复杂的和多方面的,取决于训练的强度和运动成绩.大强度持续性运动可导致呼吸肌疲劳.运动性呼吸疲劳可能在决定运动耐量方面起到关键的作用：一方面通过直接影响运动肌力量的生成（外周疲劳）,另一方面,通过肢体用力自感不安反馈引起工作肌运动单位输出功率下降（中枢疲劳）.对呼吸肌进行训练,可能有助于提高耐力性项目的运动成绩. 相似文献
19.
青少年业余足球运动员运动倾向性5因素结构模型初探 总被引：3，自引：0，他引：3
根据Scanlan等人最新提出的运动倾向性理论模型,结合我国实际情况建立了青少年足球运动员运动倾向性5因素结构模型。运动倾向性被定义为:渴望和决心继续参加足球运动的心理状态。所建立的5因素结构模型认为,运动倾向性是由运动乐趣、参与选择、个人投入、社会约束及参与机会5个因素决定。经确定5个决定因素和运动倾向性的操作定义,编制了相应调查问卷,通过对北京市252名青少年足球运动员实测结果,建立运动倾向性及其影响因素的协方差结构模型,用Lisre 18分析的结果表明:该运动倾向性模型比较符合北京青少年足球运动员。其中运动乐趣、个人投入、参与机会和参与选择4因素对运动倾向性有影响;社会约束对运动倾向性影响不大。 相似文献
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The aim of this study was to assess the sensitivity of the lactate minimum speed test to changes in endurance fitness resulting from a 6 week training intervention. Sixteen participants (mean +/- s :age 23 +/- 4 years;body mass 69.7 +/- 9.1 kg) completed 6 weeks of endurance training. Another eight participants (age 23 +/- 4 years; body mass 72.7 +/-12.5 kg) acted as non-training controls. Before and after the training intervention, all participants completed: (1) a standard multi-stage treadmill test for the assessment of VO 2max , running speed at the lactate threshold and running speed at a reference blood lactate concentration of 3 mmol.l -1 ; and (2) the lactate minimum speed test, which involved two supramaximal exercise bouts and an 8 min walking recovery period to increase blood lactate concentration before the completion of an incremental treadmill test. Additionally, a subgroup of eight participants from the training intervention completed a series of constant-speed runs for determination of running speed at the maximal lactate steady state. The test protocols were identical before and after the 6 week intervention. The control group showed no significant changes in VO 2max , running speed at the lactate threshold, running speed at a blood lactate concentration of 3 mmol.l -1 or the lactate minimum speed.In the training group, there was a significant increase in VO 2max (from 47.9 +/- 8.4 to 52.2 +/- 2.7 ml.kg -1 .min -1 ), running speed at the maximal lactate steady state (from 13.3 +/- 1.7 to 13.9 +/- 1.6 km.h -1 ), running speed at the lactate threshold (from 11.2 +/- 1.8 to 11.9 +/- 1.8 km.h -1 ) and running speed at a blood lactate concentration of 3 mmol.l -1 (from 12.5 +/- 2.2 to 13.2 +/- 2.1 km.h -1 ) (all P ? 0.05). Despite these clear improvements in aerobic fitness, there was no significant difference in lactate minimum speed after the training intervention (from 11.0 +/- 0.7 to 10.9 +/- 1.7 km.h -1 ). The results demonstrate that the lactate minimum speed,when assessed using the same exercise protocol before and after 6 weeks of aerobic exercise training, is not sensitive to changes in endurance capacity. 相似文献