| 体育赛事的"项目营销"探析 |
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| 引用本文： | 马成国,季浏.体育赛事的"项目营销"探析[J].成都体育学院学报,2011,37(5). |
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| 作者姓名： | 马成国 季浏 |
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| 作者单位： | 1. 华东师范大学体育与健康学院,上海,200062:
2. 华东师范大学体育与健康学院,上海,200062;"青少年健康评价与运动干预"教育部重点实验室,上海,200062 |
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| 基金项目： | 2010年国家社会科学基金重大项目 |
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| 摘 要： | 目前我国在体育赛事营销研究方向,宏观上基本是将体育竞赛作为一个特殊事件,运用特殊事件营销的理论和方法进行研究,微观上基本是将赛事的某些部分,运用一般产品或服务的一般营销理论和方法进行研究.分析了体育赛事具有"项目"的内涵和基本属性,将体育赛事作为一个"项目",并从项目营销的理论,对体育赛事营销进行项目营销的可行性分析,从而开拓了研究体育赛事营销的新视角,对赛事营销的理论研究和实践提供重要的参考.
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| 关 键 词： | 体育赛事 赛事营销 项目营销 |
The Study of Sporting Events "Project Marketing" |
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| Ma Chengguo,JI Liu.The Study of Sporting Events "Project Marketing"[J].Journal of Chengdu Physical Education Institute,2011,37(5). |
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| Authors: | Ma Chengguo JI Liu |
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| Institution: | Ma Chengguo1,JI Liu1,2(1.ECNU,2.Key Laboratory of Adolescent Health Assessment and Exercise Intervention,Ministry of Education) |
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| Abstract: | At present,there are two ways of marketing research in sports events in China.On broad side,the basic sports contest is treated as a special event,which is researched by using the special event marketing theory and methods;on the narrow side,the research is based on some parts of the product or service and uses the general marketing theory and methods as a way.This research analyzes the sports events project connotation and basic attribute,meanwhile studies the sport games as a project by using the project ... |
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| Keywords: | Sports events Sport events marketing Project marketing |
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