南京“星光杯”高尔夫挑战赛赛事运营研究

发布时间：2018-10-05 20:12

【摘要】：高尔夫运动成为奥运会比赛项目的背景下,以及随着我国社会经济的不断发展,高尔夫运动在我国的发展迅速,高尔夫国际比赛的开展推动了我国本土高尔夫赛事的发展。本文通过对国内外高尔夫运动的发展历程、赛事开展、赛事运营等方面的资料进行整理和分析,笔者在整理相关的文献和阅读大量的论文、书籍和资料后,从理论和实际方面进行分析,发现我国本土高尔夫的赛事发展存在一定的不足,尤其是高尔夫的赛事运营不尽合理。要使我国高尔夫运动得到发展,首先要提升我国高尔夫的竞技水平,而高尔夫赛事的开展不仅是高尔夫选手切磋技艺的平台,也有助于我国高尔夫运动竞技水平的提升,更是我国高尔夫选手走向世界的有效途径。高尔夫赛事的开展是促进我国高尔夫产业发展的重要部分。但在高尔夫赛事运营过程中,由于赛事运营的管理模式、赛事的营销水平等因素的影响,导致高尔夫赛事运营中存在一定的问题。本文通过研究南京“星光杯”高尔夫挑战赛的赛事运营现状,找出其赛事运营中存在的问题,并提出相应的发展对策,以促进赛事的长远发展。南京“星光杯”高尔夫挑战赛自2007年创办以来,取得了一定的成就,但在赛事运营中也遇到了一些问题。如何完善该赛事的运营并提出相关建议,为南京“星光杯”高尔夫挑战赛和其它高尔夫赛事提供参考是本文的研究目的和意义。本文采用文献资料法、访谈法、逻辑分析法等研究方法对南京“星光杯”高尔夫挑战赛赛事发展现状的组织单位、运营模式、运营内容、比赛类型、相关活动和商业开发、媒体宣传、品牌形象以及文化内涵等方面进行深入研究,对赛事的运营现状、存在问题进行分析,最终形成结论和建议。通过研究分析得出南京“星光杯”高尔夫挑战赛赛事运营中存在的问题主要有:(1)赛事运营管理模式缺陷,不利于赛事的长远发展;(2)赛事媒体宣传内容单一,宣传内容缺乏新意;(3)赛事的赞助体系过于简单,赞助商体系跨度太大;(4)高尔夫赛事品牌知名度不高,赛事影响力较小。根据本文的研究结果和高尔夫赛事的良性发展态势,笔者提出了相对应的解决对策。(1)创新高尔夫赛事运营管理模式,提高赛事的运营水平;(2)提升赛事的营销水平,加强高尔夫的文化宣传;(3)完善赛事赞助体系,多渠道寻求赞助商;(4)加强赛事各方合作,打造高尔夫品牌赛事。通过以上发展对策,完善南京“星光杯”高尔夫挑战赛的赛事运营,提升高尔夫赛事的品牌影响力,以促进高尔夫赛事的长远发展。
[Abstract]:With the development of China's social economy, golf has developed rapidly in China. The development of international golf competition has promoted the development of local golf events in China. In this paper, through the development of golf at home and abroad, the development of the event, the event operation and other aspects of the data collation and analysis, the author of the relevant documents and read a large number of papers, books and materials, From the theoretical and practical analysis, it is found that there are some deficiencies in the development of local golf events in China, especially the unreasonable operation of golf events. In order to develop golf in China, the first step is to improve the competitive level of golf in China, and the development of golf events is not only a platform for golfers to exchange their skills, but also contributes to the improvement of the competitive level of golf in China. It is also an effective way for Chinese golfers to go to the world. The development of golf events is an important part of promoting the development of golf industry in China. However, due to the influence of the management mode and marketing level of golf events, there are some problems in the operation of golf events. By studying the current situation of the running of the Nanjing "Star Cup" Golf Challenge, this paper finds out the problems existing in the operation of the tournament, and puts forward the corresponding development countermeasures to promote the long-term development of the event. Since its establishment in 2007, Nanjing Star Cup Golf Challenge has made some achievements, but it has also encountered some problems in its operation. The purpose and significance of this paper are how to improve the operation of the event and put forward some suggestions to provide reference for Nanjing "Starlight Cup" Golf Challenge and other golf events. This paper uses the methods of literature, interview and logic analysis to study the organization, operation mode, operation content, competition type, related activities and commercial development of Nanjing "Starlight Cup" Golf Challenge. Media publicity, brand image and cultural connotations are studied in depth, the current situation and problems of the event are analyzed, and the final conclusions and suggestions are formed. Through research and analysis, the main problems in the operation of Nanjing "Star Cup" Golf Challenge are as follows: (1) the defect of the operation management mode of the event, which is not conducive to the long-term development of the event; (2) the single content of the media publicity of the event. Lack of new content; (3) the sponsorship system is too simple, the sponsorship system span is too large; (4) golf event brand awareness is not high, event impact is small. According to the research results of this paper and the benign development situation of golf events, the author puts forward the corresponding solutions. (1) innovating the operation management mode of golf events, improving the level of the operation of the events; (2) improving the marketing level of the events, Strengthen the cultural publicity of golf; (3) improve the sponsorship system, multi-channel to seek sponsors; (4) strengthen the cooperation between the parties to the event, create golf brand events. Through the above development countermeasures, improve the Nanjing "Starlight Cup" golf challenge event operation, enhance the brand influence of golf events, in order to promote the long-term development of golf events.
【学位授予单位】：南京体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G849.3

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