运动休闲城市市场定位与品牌推广研究

发布时间：2018-04-03 00:15

本文选题：运动休闲城市　切入点：定位　出处：《浙江工商大学》2008年硕士论文

【摘要】： 运动休闲城市是指具有丰富的运动休闲资源和创意,形成浓厚的运动休闲氛围,富足的运动休闲设施,运动休闲产业在城市发展中形成集聚效应,最终能满足城市居民、城市旅游者、城市投资者需要的主题城市。当今社会,随着城市化进程加快导致城市居民的“文明病”产生和休闲时代到来,运动休闲逐渐成为我国城市居民日常生活的重要组成部分。同时,由于近年来国内一些城市在可持续发展道路上受到土地、资金、能源等要素制约,迫使城市另辟蹊径,选择自身比较优势,实现持续成长。运动休闲城市是依托城市现有优势,符合宜居城市、人文城市、特色城市、和谐城市等多元的要求,以其能满足人的生存需求、迎合娱乐消费导向、创造城市个性价值等功能优势成为未来城市发展战略选择的主要方向之一。本文共分七章。第一章是导论,介绍选题背景与研究意义、研究的基本思路与分析框架、研究方法与创新之处;第二章是文献综述,介绍国内外运动休闲发展及理论研究、城市营销及城市品牌研究进展;第三章是理论基础,界定运动休闲城市概念及论述研究的理论支撑;第四章是运动休闲城市的定位与比较优势分析,阐述运动休闲城市的功能,指出由城市发展运动休闲向运动休闲城市转型受到资源、创意、环境、产业、制度等条件制约,从众多定位运动休闲主题的城市中,资源创意双轮驱动成长路径是运动休闲城市的战略选择。第五章运动休闲城市的崛起与品牌推广,城市要在动态复杂环境中实现持续成长,基于动态创新的城市CIS营销系统构建是关键,其中运动休闲城市通过节会、名人、精品和网络四大媒介,发挥叠加效应,是突破低价格、单产品、单渠道、旧促销的传统营销思路,推广城市品牌的要旨。第六章是实证研究,从城市特色资源和市场条件、形象定位与口号、品牌推广三方面选择青岛、目照、富阳作为国内运动休闲城市的典型代表进行论证,希望对未来运动休闲主题城市的持续发展有一定的借鉴意义。
[Abstract]:Sports leisure city is a city with rich sports leisure resources and creativity, forming a strong sports leisure atmosphere, abundant sports and leisure facilities, sports and leisure industry in the development of the city to form the agglomeration effect, and finally to meet the urban residents.City tourists, city investors need the theme city.In today's society, with the acceleration of the urbanization process leading to the emergence of "civilization disease" of urban residents and the arrival of leisure times, sports and leisure gradually become an important part of the daily life of urban residents in China.At the same time, in recent years, some cities in China are restricted by land, capital, energy and other factors on the road of sustainable development, forcing cities to choose their own comparative advantages to achieve sustainable growth.Sports and leisure city is relying on the existing advantages of the city, meets the needs of livable city, humanistic city, characteristic city, harmonious city and so on, in order to meet the survival needs of people, meet the entertainment consumption orientation.Creating the function advantage of city personality value becomes one of the main directions of the future city development strategy choice.This paper is divided into seven chapters.The first chapter is the introduction, which introduces the background and significance of the topic, the basic ideas and analytical framework of the research, the research methods and innovations, the second chapter is the literature review, introducing the development of sports and leisure and theoretical research at home and abroad.The third chapter is the theoretical foundation, which defines the concept of sports leisure city and the theoretical support of the study; the fourth chapter is the positioning and comparative advantage analysis of sports leisure city, and expounds the function of sports leisure city.It is pointed out that the transition from urban development sports leisure to sports leisure city is restricted by resources, creativity, environment, industry, system and so on.The resource creativity two-wheel drive growth path is the sports leisure city strategic choice.Chapter V the rise of sports leisure cities and brand promotion, cities in the dynamic and complex environment to achieve sustainable growth, based on dynamic innovation based on urban CIS marketing system is the key, among which sports and leisure cities through festival, celebrities,The four media of fine goods and network, exerting superposition effect, are the gist of breaking through the traditional marketing ideas of low price, single product, single channel and old promotion, and promoting the city brand.The sixth chapter is an empirical study, from the city characteristics of resources and market conditions, image positioning and slogan, brand promotion three aspects of Qingdao, Mu Zhao, Fuyang as a typical representative of sports and leisure cities to demonstrate.Hope that the future sports and leisure theme city sustainable development has certain reference significance.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F290;F273.2

【引证文献】