上海体育学院学报
上海體育學院學報
상해체육학원학보
Journal of Shanghai Physical Education Institute
2009年
6期
22~24
,共null页
体育赛事 服务营销 赛事市场 营销策略
體育賽事 服務營銷 賽事市場 營銷策略
체육새사 복무영소 새사시장 영소책략
sports competitions; service marketing; market of competitions; marketing strategies
从宏观经济、产业政策和消费习惯变化等方面，分析体育产业特别是体育赛事产业面临的机遇和挑战。结合当前我国赛事营销领域存在的问题，基于服务营销理念，提出我国体育赛事营销策略。如：提高服务质量，建立战略合作，加强调研，利用互联网营销，引入质量评价体系，建立中介体系，营销外包等。
從宏觀經濟、產業政策和消費習慣變化等方麵，分析體育產業特彆是體育賽事產業麵臨的機遇和挑戰。結閤噹前我國賽事營銷領域存在的問題，基于服務營銷理唸，提齣我國體育賽事營銷策略。如：提高服務質量，建立戰略閤作，加彊調研，利用互聯網營銷，引入質量評價體繫，建立中介體繫，營銷外包等。
종굉관경제、산업정책화소비습관변화등방면，분석체육산업특별시체육새사산업면림적궤우화도전。결합당전아국새사영소영역존재적문제，기우복무영소이념，제출아국체육새사영소책략。여：제고복무질량，건립전략합작，가강조연，이용호련망영소，인입질량평개체계，건립중개체계，영소외포등。
It analyzed the opportunities and challenges that faced sports industry, especially sports competition industry from environment angles of macro-economy, industrial policy, changes of consumptive habit etc. and put forward the marketing strategies of China＇s sports competitions in the light of the problems existing in the sports competition marketing field of our country and based on a service marketing idea, such as enhancing service quality, establishing strategic cooperation, strengthening investigation and research, making use of intemet intensify for marketing, introducing quality-evaluating system, setting up a intermediary system, carrying out external contract marketing and so forth.
