| 论政府在体育市场营销中的作用 |
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| 引用本文： | 孙天明,孙文树,陈丽.论政府在体育市场营销中的作用[J].山东体育学院学报,2005,21(5):27-29. |
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| 作者姓名： | 孙天明 孙文树 陈丽 |
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| 作者单位： | 中国矿业大学体育学院,江苏,徐州,221008 |
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| 摘 要： | 在文献资料的基础上重点探讨了政府在体育产业营销中发挥作用的必要性，并对其相应的发挥作用的领域进行了探讨.认为我国体育产业发展模式、体育产业组织管理模式、体育消费的特点、体育消费的正外部效应都要求强化政府的体育营销功能.政府应当在重视自身营销、树立政府形象，鼓励、支持、规范体育行业组织、积极参与体育市场营销三个方面发挥营销功能。
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| 关 键 词： | 政府 体育市场 市场营销 |
| 文章编号： | 1006-2076(2005)05-27-03 |
| 收稿时间： | 07 13 2005 12:00AM |
| 修稿时间： | 2005年7月13日 |
Discussion of government's function in sports marketing |
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| SUN Tian-ming,SUN Wen-shu,CHEN Li.Discussion of government''''s function in sports marketing[J].Journal of Shandong Physical Education Institute,2005,21(5):27-29. |
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| Authors: | SUN Tian-ming SUN Wen-shu CHEN Li |
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| Institution: | Inst. of PE, China University of Mining and Technology, Xuzhou 221008, China |
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| Abstract: | On the basis of literature,this article focuses on the necessity of the government's function on the sports marketing and discusses the field on which the government should focus.It is concluded that the model of the sport industry development,the managing style of sport organization,sport consuming characteristics and the positive outer defection of sport consuming in China demand the strengthening the government's marketing function.Sport government should bring its function into play in paying great intention to itself marketing,standing its figure,encourging,protecting,standardizin sport industry organization,and take active part in sports marketing. |
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| Keywords: | government sports market marketing |
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