| 上海国际马拉松和上海城市品牌捆绑营销策略 |
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| 引用本文： | 陈 珊,邹文华,刘月玲.上海国际马拉松和上海城市品牌捆绑营销策略[J].体育科研,2012,33(2):50-54. |
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| 作者姓名： | 陈 珊 邹文华 刘月玲 |
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| 作者单位： | 上海体育学院体育人文学院,上海,200438 |
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| 基金项目： | 2011年上海市体育社会科学、决策咨询课题 |
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| 摘 要： | 从营销策略角度,分析上海国际马拉松赛事与上海城市品牌捆绑营销策略和手段,指出存在的问题;同时,将国内外马拉松赛事营销进行对比,提出上海发展马拉松赛事的优势和发展策略。
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| 关 键 词： | 上海 国际马拉松 城市 营销策略 |
Combined Marketing of Shanghai International Marathon and the City Brand of Shanghai |
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| CHEN Shan,ZOU Wen-hua and LIU Yue-ling.Combined Marketing of Shanghai International Marathon and the City Brand of Shanghai[J].Sports Science Research,2012,33(2):50-54. |
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| Authors: | CHEN Shan ZOU Wen-hua and LIU Yue-ling |
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| Institution: | (Shanghai Institute of P.E.,Shanghai 200438,China) |
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| Abstract: | From the angle of marketing statistics,the paper discusses the combined marketing tactics and measures and points out the existing problems.It compares the domestic marathons with the foreign ones and points out the advantages of Shanghai in developing marathon and puts forward some suggestions for further development. |
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| Keywords: | Shanghai international marathon city marketing tactics |
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