| 基于赛事影响角度的2022奥运会营销模式探索 |
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| 引用本文： | 掌玉宏,刘汉生.基于赛事影响角度的2022奥运会营销模式探索[J].广州体育学院学报,2017,37(6):61-65. |
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| 作者姓名： | 掌玉宏 刘汉生 |
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| 作者单位： | 1. 镇江高等专科学校体育部,江苏镇江,212000;2. 常熟理工学院体育部,江苏常熟,215500 |
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| 摘 要： | 2022年我国北京与张家口地区将承办第24届冬季奥林匹克运动会.这既是对我国体育事业发展、办赛能力提升的又一次肯定,也是我国冰雪运动产业获得推广发展的重大契机.随着时代变化,当代赛事营销也出现了:赞助、广告、媒介宣传、运动场馆地标化建设、运动品牌文化构建等新的营销推广方式和方法,为了实现一个全民参与、群众认可、富有奥林匹克精神的奥林匹克冬季奥运会,提出大众性、多维度性、创新性、非营利性四点宣传营销原则,从赞助商的资质和形象加以挑选和审核,选择与2022冬奥会理念契合的赞助方;以赛事为中心,实现冰雪运动的城市营销;利用奥运赛场的影响力,赛前赛后实现赛场专业的运动地标构建;从本土冰雪文化出发,丰富赛事的内涵,打造中国化的冰雪运动赛事的四点实用性策略,进而实现提升2022冬奥会的赛事影响力的目的.
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| 关 键 词： | 2022 北京-张家口冬奥会 营销模式 赛事影响 赛事营销 |
| 修稿时间： | 2017/9/10 0:00:00 |
Research on the Marketing Model of 2022 Olympic Games Based on the Influence of Competitions |
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| ZHANG Yu-hong,LIU Han-sheng.Research on the Marketing Model of 2022 Olympic Games Based on the Influence of Competitions[J].Journal of Guangzhou Physical Education Institute,2017,37(6):61-65. |
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| Authors: | ZHANG Yu-hong LIU Han-sheng |
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| Abstract: | In 2022, the 24th Olympic Winter Games will be hosted by Beijing and Zhangjiakou areas in China. This is yet another affirmation of the development of sports undertakings in our country and the improvement of the ability to run the games. It is also a great opportunity for the ice and snow sports industry in China to promote its development. With the change of the times, the marketing of contemporary events has also emerged: new ways and means of marketing such as sponsorship, advertising, media promotion, landmark construction of sports venues, and construction of sports brand culture. In order to achieve a universal participation, mass recognition and full of Olympic spirit The Olympic Winter Games, put forward the publicity, multi-dimensional, innovative, non-profit advertising and marketing principles of four-point, from the sponsor''s qualifications and image to be selected and reviewed, select the 2022 Olympic Winter Games concept fit the sponsor; Race as the center to achieve the urban marketing of ice and snow sports; the use of the Olympic Games stadium influence, pre-match after the race to achieve the professional sports landmarks; starting from the local ice and snow culture, enrich the connotation of the event to build China''s ice sports event four Point practicality strategy, and then to achieve the purpose of enhancing the influence of 2022 Olympic Winter Games. |
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| Keywords: | 2022 Beijing - Zhangjiakou Winter Olympics marketing mode competition impact event marketing |
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