体育节庆活动品牌发展研究——以山东省大型体育节庆活动为例

发布时间：2018-08-22 08:28

【摘要】：运用文献资料法、实地考察法、专家访谈等研究方法,对山东省大型体育节庆活动发展现状及存在问题进行了全面的剖析。研究发现:山东省大型体育节庆活动存在创新动力不足,后期发展乏力;运营管理专业化水平较低,产业化程度不高;节庆服务质量低下,生态环境有待改善;民俗体育功能异化,群众基础逐渐流失等问题。建议:正本清源,转变节庆活动经营理念;建设节庆产业化运营公司,细分体育节庆旅游市场;重视受众感知价值,强化节庆品牌管理意识;走"整体性保护"发展之路,鼓励城乡共同参与。旨在促进体育节庆活动品牌的可持续发展,并为体育节庆活动的相关机构、组织等提供借鉴和参考。
[Abstract]:By using the methods of literature, field investigation and expert interview, the present situation and existing problems of large-scale sports festival activities in Shandong Province are analyzed in an all-round way. It is found that there is insufficient innovation power in large-scale sports festival activities in Shandong Province, lack of development in the later period, low level of specialization in operation and management, low level of industrialization, low service quality of festival, and the ecological environment needs to be improved. The function of folk sports is alienated, and the mass base is gradually losing. The suggestions are as follows: to change the management idea of festival activities; to construct the festival industrialization operation company, to subdivide the sports festival tourism market; to pay attention to the perceived value of the audience, to strengthen the awareness of the festival brand management; to take the road of "holistic protection". Encouraging urban and rural participation. The aim is to promote the sustainable development of sports festival brand, and to provide reference for the relevant organizations and organizations of sports festival activities.
【作者单位】：山东体育学院研究生部;山东体育学院体育社会科学系;
【基金】：山东省社会科学基金研究重点项目《山东省大型体育节庆活动的品牌塑造及发展对策研究》(12BTYJ02)阶段性成果
【分类号】：G80-05

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