东莞篮球中心的营销策略研究

发布时间：2018-01-19 06:12

本文关键词： 大型体育场馆东莞篮球中心市场营销营销策略　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,国家为大力发展体育产业,推出诸多相关支持政策,与此同时,居民生活水平不断提高及消费方式升级,人们对体育消费的意识逐步增强,使得我国的体育产业迅速发展。体育场馆是体育产业发展的重要物质基础。但是目前体育场馆利用率低下,运营模式单一,运营成本高,运营效益不佳,尤其是体育场馆营销理念落后,使得场馆的经营及营销总体状况不是很理想。为更有效地提高场馆利用率,降低运营成本,从营销角度出发,对体育场馆运营进行研究,对体育场馆的市场化运营提供有益的参考。本文采用文献资料法、对比分析法、实地调查法、访谈法等方法,运用整合营销策略理论对东莞篮球中心的营销策略进行研究,得出以下结论:(1)东莞篮球中心采用现代化企业管理方式和市场化的运营理念;经营内容以大型体育赛事和文娱活动为主;场馆的收入模式比较单一,主要来源是场租和冠名赞助。(2)通过有效地市场细分,目标市场集中为华南地区的17-49岁之间的消费市场;市场定位为集体育赛事、文娱、会展、全民健身等多功能于一体的华南文娱新地标,满足健身、观赛、文娱休闲及社交等多元化消费需求。(3)东莞篮球中心的产品策略实行多元化产品策略,满足人们不同的消费需求;价格策略主要采取差异定价方法,根据不同的产品和服务类型,进行不同的定价策略;渠道策略主要是采取直接渠道策略,使得场馆产品及时传达到消费者;促销策略根据不同营业时期,进行多样化的营业推广,从而增加场馆产品销量。(4)与国内外体育场馆对比分析,得出东莞篮球中心的营销策略依然存在一些不足:体育场馆产品线比较单一;场馆功能房和无形资产开发不够充分;场馆缺乏专业市场营销人才。(5)针对东莞篮球中心存在的不足,提出以下改进建议:整合企业资源,拓宽产品线,从而满足不同消费者的需求;加强场馆功能房和无形资产开发力度;积极开拓市场,采取多元化的市场营销策略;完善体育场馆组织架构和专业场馆营销人才。
[Abstract]:In recent years, in order to vigorously develop the sports industry, the country has introduced many related support policies, at the same time, the living standards of residents and the upgrade of consumption patterns, people's awareness of sports consumption gradually increased. Sports stadiums and gymnasiums are the important material basis for the development of sports industry. However, at present, the utilization ratio of stadiums and gymnasiums is low, the operation mode is single, the operating cost is high, and the operating efficiency is not good. Especially the backward concept of stadiums marketing makes the overall situation of stadiums and stadiums management and marketing is not very ideal. In order to improve the utilization of stadiums more effectively reduce the operating costs from the marketing point of view. Research on the operation of stadiums and stadiums, to provide a useful reference for the market-oriented operation of stadiums and stadiums. This paper uses the methods of literature, comparative analysis, field investigation, interviews and so on. Applying the theory of integrated marketing strategy to study the marketing strategy of Dongguan Basketball Center, the following conclusions can be drawn: (1) Dongguan Basketball Center adopts modern enterprise management mode and market-oriented operation concept; The main business content is large-scale sports events and recreational activities; The revenue pattern of stadiums and gymnasiums is relatively single, the main sources are rentals and sponsorship. 2) through effective market segmentation, the target market is the consumption market between 17 and 49 years of age in South China. Market positioning for the collection of sports events, entertainment, exhibition, national fitness and other multi-functional South China entertainment new landmarks to meet the fitness, watching the game. The product strategy of Dongguan Basketball Center implements diversified product strategy to meet people's different consumption demand; The price strategy mainly adopts the differential pricing method, according to the different product and service type, carries on the different pricing strategy; The main channel strategy is to adopt direct channel strategy to make the stadiums and stadiums products communicate to consumers in time; Promotion strategy according to different business periods, the diversification of business promotion, thus increasing the sales volume of stadiums and stadiums. 4) and domestic and foreign sports venues comparative analysis. It is concluded that there are still some shortcomings in the marketing strategy of Dongguan Basketball Center: the product line of stadiums and gymnasiums is relatively single; The development of function rooms and intangible assets of stadiums and gymnasiums is not enough; Aiming at the deficiency of Dongguan Basketball Center, the author puts forward the following suggestions: integrate enterprise resources, widen product line, and meet the needs of different consumers; Strengthening the development of function rooms and intangible assets of stadiums and gymnasiums; Actively develop the market and adopt diversified marketing strategies; Improve the stadiums organizational structure and professional stadiums marketing personnel.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G841

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