| 厦门国际马拉松赛事商业化运作的存在问题 |
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| 引用本文： | 张守元.厦门国际马拉松赛事商业化运作的存在问题[J].体育科学研究,2009,13(2):8-10. |
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| 作者姓名： | 张守元 |
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| 作者单位： | 集美大学体育学院,福建,厦门,361021 |
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| 摘 要： | 为了厦门国际马拉松赛事商业化运作更具有市场，采用文献资料法、对比分析法和实证分析法，对厦门国际马拉松赛事五年来商业化运作进行系统性分析。结果表明：厦门国际马拉松赛事商业化运作缺乏长期规划，赞助商的权益、回报等方面缺乏相应的保障措施；未能发挥厦门的地理优势和著名侨乡优势，缺乏对“亲情”马拉松市场与捐赠资源的开发与规划。
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| 关 键 词： | 厦门国际马拉松赛 商业化 运作 |
On the Problems in Commercial Operation of the Xiamen International Marathon |
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| ZHANG Shou-Yuan.On the Problems in Commercial Operation of the Xiamen International Marathon[J].Sports Sciences Researches,2009,13(2):8-10. |
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| Authors: | ZHANG Shou-Yuan |
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| Institution: | ZHANG Shou-Yuan ( College of Physical Education, Jimei University, Xiamen 361021, China ) |
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| Abstract: | In order to offer the Xiamen International Marathon race with a more commercial market ,side literature,comparative analysis and empirical analysis are used to make a systematic analysis of the commercial operation of the Xiamen marathon race through the five years. The results indicate that Xiamen International Marathon Match commercial operation lacks long - term planning and proper measures to protect the rights and interests of sponsors and their profits ;and it doesnt make full use of Xiamen＇s geographical position as a famous hometown of overseas Chinese and doesnt make a good development and planning of ＂family＂ market and the marathon Donor resources. |
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| Keywords: | the Xiamen International Marathon Commercial Operate |
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