体育公共服务社会营销理论分析与体系构建

发布时间：2018-05-05 08:26

本文选题：体育公共服务 + 社会营销　；参考：《南京体育学院学报(社会科学版)》2015年06期

【摘要】：通过文献资料、综合分析等研究方法将社会营销理论引入体育公共服务中来,社会营销理论对于体育公共服务具有较好的适应性:影响人们的运动行为是体育公共服务的重要旨意与社会营销影响社会行为的终极目标相契合;传播运动观念是体育公共服务的重要内容与社会营销营销社会观念的核心理念相匹配;体育公共服务的普惠性与社会营销的大众性不谋而合。经济社会发展的内在规律、公共服务推行的效果提升等需要我们重新审视推行方法,社会营销为体育公共服务的推行提供了新的视角。对体育公共服务社会营销理论进行了初步的分析:体育公共服务社会营销的目标应该是促进人们体育认知的改变、体育行动的改变进而实现体育行为的改变;营销的主体应该包括政府、体育协会、体育非盈利组织、影响力个人等;营销对象除了广大公众外还包括特定的社会组织、团体等;营销渠道应该多元;实施整合营销的战略。构建了体育公共服务社会营销的基本体系,包括体育公共服务社会营销的调查、目标群体的细分与目标的确立、产品的定位、分销渠道选择、方案的制定、实施、控制与评估等。
[Abstract]:Through literature, comprehensive analysis and other research methods to introduce the social marketing theory into the sports public service, The theory of social marketing has good adaptability to sports public service: influencing people's sports behavior is the important purpose of sports public service and the ultimate goal of social marketing influencing social behavior; The concept of communication movement is an important content of sports public service and the core concept of social marketing and marketing, and the universality of sports public service coincides with the popularity of social marketing. The inherent law of economic and social development and the promotion of the effect of public service need us to re-examine the implementation method. Social marketing provides a new perspective for the implementation of public sports services. This paper makes a preliminary analysis on the theory of social marketing of sports public service: the goal of social marketing of sports public service should be to promote the change of people's sports cognition and the change of sports action and then to realize the change of sports behavior; The main body of marketing should include the government, sports associations, sports non-profit organizations, influence individuals, etc. Besides the general public, the marketing objects should include specific social organizations, groups and so on; the marketing channels should be diversified; and the strategy of integrated marketing should be implemented. The basic system of sports public service social marketing is constructed, including the investigation of sports public service social marketing, the subdivision of target groups and the establishment of objectives, the positioning of products, the choice of distribution channels, the formulation and implementation of plans. Control and evaluation etc.
【作者单位】：南京中医药大学体育部;南京晓庄学院体育学院;中国环境管理干部学院体育系;
【基金】：江苏高校哲学社会科学基金项目(编号:2014SJB186) 河北省哲学社会科学基金项目(编号:HB14TY001) 江苏省高校哲学社会科学基金项目(编号:2014SJD193)
【分类号】：G80-05

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