价值链视角下西昌邛海湿地国际马拉松赛市场化运作研究

发布时间：2018-04-11 01:37

本文选题：马拉松赛 + 市场化　；参考：《成都体育学院》2017年硕士论文

【摘要】：在全民健身、赛事放权的政策背景以及“马拉松”热潮下,虽然我国马拉松赛事取得了一定的发展,但是市场化发展还处在初级阶段,还存在许多问题,尤其是管理理念和营销观念,而我国学者对马拉松赛的研究主要集中在赛事组织保障及影响上,对马拉松市场化运作的研究相对较少。在此背景下本文运用文献资料、专家访谈等研究方法,并基于价值链理论等理论基础对赛事的市场化运作现状进行分析,发现其中的问题,并提出完善赛事市场化运作的对策。主要结论如下:第一,赛事的“政府主导,市场运作”运作模式是合理的,但在市场化运作管理方面还不够完善。政府支持对于马拉松赛事的开展必不可少,所以在推动政府职能转变的过程中,坚持政府主导,并逐步减少政府不必要的干预,建立独立核算、自主经营、自负盈亏的市场化运营机制。第二,赛事的竞赛服务水平在不断提高,但在服务细节方面还存在一些问题,应加以重视,通过提升赛事质量、竞赛服务质量以及完善赛事评价体系等手段不断提升赛事服务的整体水平。第三,赛事通过市场开发取得了一些成果,但市场开发力度不够,这在一定程度上影响了赛事的经济效益以及社会效益的产生。赛事组委会应加大市场开发力度,组建高效有力的市场开发队伍,不断提升赛事效益。第四,赛事虽然在市场营销方面取得一定的效果,但还应加大宣传力度,不断完善赛事整体营销策略。通过开发合理的竞赛项目、建立完整的形象识别系统、开展更多独具特色的赛事主题活动以及完善赛事的价格策略等方式不断提升赛事的知名度和影响力,促进城市体育、旅游及其相关产业发展,并在一定程度上带动赛事的招商。第五,赛事应整合资源,加强与旅游产业、民间跑团组织以及公益组织等相关行业的融合,促进体育深度消费,延伸赛事价值链,实现赛事价值的不断增值。
[Abstract]:Under the policy background of national fitness, event decentralization and the "marathon" boom, although China has made certain progress in marathon events, the market-oriented development is still in its infancy, and there are still many problems.Especially the concept of management and marketing, but the research of Chinese scholars on the marathon mainly focuses on the event organization, security and influence, and the research on the Marathon market-oriented operation is relatively less.In this context, this paper uses literature, expert interviews and other research methods, and based on the theory of value chain theory to analyze the current situation of the marketing operation of the event, find out the problems, and put forward the countermeasures to improve the marketing operation of the event.The main conclusions are as follows: first, the operation mode of "government leading and market operation" is reasonable, but it is not perfect in market operation management.Government support is essential to the development of the marathon, so in the process of promoting the transformation of government functions, we should adhere to the government-led approach, gradually reduce unnecessary government intervention, establish independent accounting, and operate independently.Market operation mechanism of self-responsibility for profit and loss.Second, the competition service level of the competition is constantly improving, but there are still some problems in the details of the service, which should be taken seriously by improving the quality of the competition.Competition service quality and the improvement of competition evaluation system continue to improve the overall level of competition services.Third, the competition has made some achievements through the market development, but the market development is not enough, which to a certain extent affects the economic and social benefits of the event.The organizing committee should strengthen the market development, set up efficient and powerful market development team, and improve the efficiency of the competition.Fourth, although the competition has achieved some results in marketing, it should strengthen publicity and improve the overall marketing strategy.Through the development of reasonable competition projects, the establishment of a complete image identification system, the development of more unique event theme activities and the improvement of the price strategy of the event, etc., to continuously enhance the popularity and influence of the event, promote urban sports,Tourism and its related industry development, and to a certain extent driving the competition investment.Fifth, the competition should integrate resources, strengthen the integration with tourism industry, run group organizations, public welfare organizations and other related industries, promote the deep consumption of sports, extend the competition value chain, and realize the value added of the events.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G822.8

【相似文献】