| 广州市老年人公共体育服务需求及推进路径研究 |
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| 引用本文： | 王会娟.广州市老年人公共体育服务需求及推进路径研究[J].广州体育学院学报,2019(4):43-47. |
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| 作者姓名： | 王会娟 |
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| 作者单位： | （1.东莞理工学院，广东 东莞523808；2. 智燊体育文化传播有限公司，广东 东莞523000；3.东华高级中学，广东 东莞523128） |
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| 摘 要： | 为了促进体育赛事产业的发展，最大限度地挖掘体育赛事资源，有必要以互联网的思维对体育赛事市场化推广进行探讨。本文运用逻辑分析、案例分析等研究方法，通过对运用O2O模式助推体育赛事市场化的可行性进行分析后认为，O2O模式为体育赛事产业的发展创造了难得的机遇和良好的市场环境，但也存在运营模式相对单一、创新能力不足等问题，从而提出基于O2O模式的我国体育赛事市场化推广的四种策略，即：体育场馆作为赛事载体的策略，体育赛事与体育媒体融合的策略，赛事活动的体育服务策略，赛事产品推广的体育电商策略。
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| 关 键 词： | O2O模式 体育赛事市场化 推广策略 案例研究 |
| 修稿时间： | 2019/1/12 0:00:00 |
Research on the Demand and Promotion Path of Public Sports Service for the Elderly in Guangzhou |
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| WANG Hui-juan.Research on the Demand and Promotion Path of Public Sports Service for the Elderly in Guangzhou[J].Journal of Guangzhou Physical Education Institute,2019(4):43-47. |
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| Authors: | WANG Hui-juan |
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| Institution: | (Social Sports Department of Guangzhou University Sontan College, Guangzhou 511370,China) |
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| Abstract: | In order to promote the development of sports events industry and maximize the resources of sports events, it is necessary to explore the marketing promotion of sports events with the internet thinking. Using the logical analysis, case analysis and other research methods, this paper analyses the feasibility of using O2O mode to boost the marketization of sports events and holds the view that while O2O mode provides the development of sports events industry with valuable opportunities and challenges, it also meets such problems as the relatively homogeneous operation model and a lack of innovation ability. Thus, four strategies are put forward in this paper to promote the marketization of sports events in our country based on O2O mode, namely the strategy of using sports venues as event carriers, the strategy of integrating the sports events and sports media, the sports service strategy of the sports events, sports e-commerce strategy for event product promotion. |
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| Keywords: | O2O mode sports event marketization promotion strategy case study |
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